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It’s all about the "warm glow"!
Alaska’s residents are allowed to share in the revenue the state enjoys from investments in mineral royalties. In order to get their dividend, they have to apply for Permanent Fund Dividends.
Why am I telling you this? As residents apply for the money, they also get asked to donate to help Alaska. So far this year they have raised over $3 million from over 33,000 Alaskans. In order to determine the core message for the campaign, the residents were split into 2 groups with different copy:
- Option A: “Make Alaska Better”
- Option B: “Warm your heart (image of heart icon)”
The winner? Option B performed better with 30% more people giving to the cause along with gift amounts 55% higher than the “Make Alaska Better” respondents.
Honestly, I’m not impressed with the message and I think the design is weak. But who cares what I think? It won! People gave more!
So the MarketSmart takeaway here is: “Warm glow” messages are more powerful. If you want to raise more money, remind your supporters that they can feel good if they give.
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Feeling like your job is getting harder because donor expectations have changed and competition for the charitable dollar is growing?
Finding that the old orthodoxies and conventions espoused by so-called experts in online echo-chambers and at conferences don’t work anymore?
Want to help more people make impact by facilitating their acts of philanthropy but feel like too many obstacles keep getting in your way?
Then this book is for you.
Engagement Fundraising was developed from the perspective of a donor who discovered firsthand that the impersonal, spray-and-pray approaches of his beloved charity were not only offensive but also wasteful and ineffective. So he took action. And now, you can too.
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[…] you doubt this, there’s actually research to back up the “warm glow” theory of […]