Unlocking the Power of Persuasion: Lessons from Five Years of Street Fundraising
Take it from me, using the JFISTS impulses acronym to your advantage can have a great impact on your marketing and communications efforts. Human impulses are powerful drivers of behavior, and understanding these impulses will take your fundraising, public speaking, and relationship-building skills to the next level. The following six cognitive biases were drilled into me as a young fundraiser working on face-to-face campaigns as I represented organizations on the street and in malls for almost five years.
I know firsthand how challenging it can be to approach people and convince them to donate to a cause. Day in and day out, I stood on busy sidewalks, braving all types of weather, trying to engage passersby and persuade them to take out their credit cards and commit to monthly donations on the spot. It was a tough job, but it taught me incredibly valuable lessons about effective communication, psychology, and the art of persuasion.
In this blog, I'll share some of those lessons with you, without the need to pitch strangers on the street. Whether you're a fundraiser, a salesperson, or just someone who wants to improve your communication skills, these lessons will be valuable to you. So, let's dive in!
Here is how 6 common human impulses can be applied to fundraising and marketing:
Jones Effect: The Jones effect refers to the desire to keep up with others; to have what they have and to be a part of the conversation. Use social proof to your advantage. Social proof is the idea that people are more likely to do something if they see others doing it. By demonstrating that other people are supporting your organization and cause, you can create a halo of credibility and influence that can help to persuade more donors to give.
This impulse can be harnessed in fundraising by:
“603 donors have already signed up to be monthly supporters, will you be next?”
Adding a signature counter to your petitions
Adding a thermometer to your campaign pages
Featuring peer-to-peer fundraisers on one page on your site and each time they occur on social media
“If everyone reading this email gave only $5, we would have $16,075. But we need to be able to count on each of you receiving this email”
“Hector just signed up to our email list, join it here”
“Ashley’s team has raised $5,000, support them here”
Fear of loss: People often have a strong fear of losing something they already have access to. This impulse can be used in fundraising by highlighting what someone won’t receive unless they donate now.
This impulse can be harnessed in fundraising by:
“There is only 12 hours left to get a 2023 tax receipt!”
“The next 100 donors will have their gift matched”
Featuring opportunities that are only available then (sponsor this specific child, donate today and we give a stuffed animal to a kid, each donation this month will enter you into our giveaway to win a chance to meet our partner celebrity, a unique experience)
Lottery fundraisers - 50/50 campaigns, auctions, raffles, etc.
“There is only one top sponsorship level, so if you are interested we need to move on it”
“If you donate here, you will get an enamel pin of our logo”
Indifference: People may be put off if you come on too strong, even if you are pitching a cause they feel a personal connection to. It's important to strike a balance between being passionate and enthusiastic about the cause, while also respecting the donor's space and decision-making process. This impulse can be addressed in fundraising by ensuring you have confidence in your cause and partnerships. Additionally, using indifference can be a powerful tool for educating donors on what gifts work for your organization and which don’t.
This impulse can be harnessed in fundraising by:
Don’t be desperate for donations. You are not looking to treat people like ATMs; build true partnerships.
Don’t try to appeal to everyone. Understand your audience and hone in on them.
Not fawning over a donor who is trying to donate items misaligned with your mission and instead providing education.
Believe in your cause enough to know that if this person doesn’t commit to giving right now, someone else will, and maybe this person will in the future.
Sense of urgency: People are often more motivated to act when they feel a sense of urgency. This impulse can be harnessed in fundraising by creating a sense of urgency around a specific campaign or need.
This impulse can be harnessed in fundraising by:
Topical issue - "Act now to support our healthcare workers fighting COVID-19 on the frontlines.”
Emergency appeals - "Join our emergency response team and help us make a difference in disaster-stricken areas.”
Campaign goals - "Donate before the end of the day and help us reach our goal of providing 15 sponsorships!”
"Every minute, there are X amount of people impacted by Y. Every minute counts. Donate now and help us save lives.”
Time-limit: People may be more motivated to act when they are faced with a time-limited opportunity. This impulse can be harnessed in fundraising by setting deadlines for donations or creating a sense of urgency around a specific campaign.
This impulse can be harnessed in fundraising by:
Holiday campaigns or other seasonal campaigns aligned with your mission and vision
Birthday or special occasion peer-to-peer events
Matching donations
Tickets or sponsorships
Limited-edition merch
Self-interest: People are often motivated by their own self-interest; it’s natural. This impulse can be harnessed in fundraising by highlighting the personal benefits of supporting the organization, such as the opportunity to make a positive difference or the satisfaction of supporting a worthy cause.
This impulse can be harnessed in fundraising by:
Improving the outcomes for people in our neighborhood puts our loved ones less at risk- "This could be your neighbor, your friend, your family member. Support our cause to make a difference in your community.”
Partnership in imagining a better world - "Imagine a world where everyone has access to clean water. Your donation can help make that a reality.”
Appeal to their values in alignment with your organization’s values. Write a list of the positive qualities that your audience has (kind, activist, invested, dedicated, passionate, etc), and use those in your communications.
Make your supporters feel good about their investment of time and money. "Support our cause and feel good knowing you've made a positive impact.”
Speak to their vision of their legacy - "Make a difference and leave a lasting legacy with your donation.”
A note on this one - yes, using tax receipts is a great self-interest tactic. It is not one I personally recommend for a few reasons (encourages tax avoidance from wealthy people, keeps the nonprofit industrial complex alive, is very transactional, and does not align with your values or mission).
A deep understanding of cognitive biases is a powerful tool when engaging with donors effectively and building momentum. Human impulses can be harnessed in fundraising to create powerful messages that resonate with donors, but this list only scratches the surface. For a deeper dive into cognitive biases, click here. Read over the list and assess how different organizations use different biases in their communications and fundraising. The Halo effect, anchoring, confirmation bias, framing, the IKEA effect, and many more can provide you with a deeper understanding of how humans make decisions.
