Business

Confused about donations

Business

A suite at a New York Knicks game costs more than $30,000. Is that a donation to the team?

Why do we differentiate between the money spent on a Super Bowl ticket and the check we write for a worthy cause?

Does calling it a “donation” make it more valuable or less valuable to us?

Fundraisers can fall into the trap of believing that they’re asking for a favor or begging for a donation. But human beings, like all creatures, exchange time, money or risk in exchange for something. When that exchange is insufficient to cause action, we don’t do it.

The anonymous donor gets something. They get something priceless, memorable and worthwhile: peace of mind.

The public donor, whether it’s the neighbor buying a raffle ticket for the scout fundraiser or the bigwig on the board of a museum, they get something as well. The status and connection they buy is a bargain, worth more than it costs. In fact, if it wasn’t worth more than it costs, they wouldn’t buy it.

The fundraiser isn’t asking for a favor. They’re offering an opportunity.

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If they knew…

Business

Some organizations and marketers thrive on the uninformed consumer. They seek out people who don’t know, and who aren’t particularly good at decision making.

Others do their best work when the customer knows what’s up and is making an informed choice.

Are you closing the sale or opening it?

If your prospects knew everything you know, would they choose you?

When marketers sign up for the iterative process of education and sophistication, our path is clear.

And if we sign up to confuse and manipulate, that path is clear as well.

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