This morning I went to a workshop session on fundraising and giving. It was mainly focused around strategies for asking people to donate financially to an arts organisation, but included some really interesting psychology and other ideas about encouraging people to give.
One part particularly stood out and was really interesting to me, so I thought it might be interesting to other people too:
There are four different motivations for giving, and people will usually only respond to one of these. They fit into a matrix (below).
Basically, people will either be interested in the future or present, and with a positive or negative approach. This is not to say people are negative themselves, just that the possible negative outcome of not giving will have more effect than promoting the positives.
To explain the categories, the workshop leader used the example of an HIV crisis in an African nation:
Vision: we will put a clinic in every town (positive action, in the future)
Risk: thousands of children will be orphaned if their parents die (what will happen, in the future)
Opportunity: we can buy antiretroviral drugs at a reduced price for a limited time (what can be done right now)
Crisis: people are dying right now, we must help them (the immediate problem)
It’s such a simple concept when it’s spelled out but makes so much difference when thinking about fundraising and giving. Communicating the right need to the right person is likely to increase donations and therefore what charities and organisations can achieve. Obviously I’m a passionate communicator, and I do believe that the way you communicate with someone can have a huge influence on their actions, so it’s great to see that this is part of the development process as well as the consumer marketing one.
The next stage of the workshop was to look at the organisation at hand and work our what our visions, risks, opportunities and crises are – whether it’s ‘we can take engaging theatre to every person in Wales’ or ‘people can’t pay their bills because the cost of living has spiralled out of control’.
I work for an arts organisation, I’m part of a political party and I’m often involved in charitable projects so I’m looking forward to getting better at this by practising great communication!