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:
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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