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Donor Psychology

[VIDEO] Sean Asks Adrian Sargeant: What Is the Biggest Thing in Fundraising No One Is Doing?

Sean had Professor Adrian Sargeant of The Philanthropy Centre on the line, so he asked him this:

What is the most important thing in fundraising that no one is doing?

We are pretty good at describing problems and getting donors to send money to help solve those problems. We are not very good at thinking how we can make them feel about that.

Everyone, including donors, needs to feel these things

  • Connection. In our case, it may be connection with the people their giving helps. Or with other donors, or maybe even with a brand or celebrity. We rarely give donors that sense of connection.
  • Competence. Everyone wants to feel successful at the things they do. What do we do to help donors feel competent at the way they’re making the world a better place? Nothing, when all our communication is about the awesomeness of our own organisation!
  • Autonomy. Our donors want to know that they matter as individuals. Are we giving them the sense that they — each one specifically — matters?

When you meet these needs, Professor Sargeant says, you can at least double the income of your fundraising.

Watch this short video for a fascinating insight into the psychology of our donors.

Want to really master the art of nonprofit communications? Check out our masterclass, Irresistible Communications for Great Nonprofits that is available for all members of The Fundrasingology Lab. These action-packed sessions will help you be a master communicator – with lots of real-life examples that will inspire and motivate you.

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Pop Art girl in glasses e1536194125626
FundraisingDonor Psychology

VIDEO: Adrian Sargeant on the Most SHOCKING Thing I’ve Learned from Fundraising Testing

I asked professor Adrian Sargeant of The Philanthropy Centre about the most shocking thing he’s learned in fundraising testing.

Here’s what he told me:

Blokes don’t seem to care about morality.

I’ll leave it at that because you’ll enjoy what he has to say. Let’s just say there’s a gender gap between men and women and issues of morality and philanthropy!

And there’s at least one positive takeaway you can get from this research and use in your fundraising!

Enjoy this quick and informative video!

Have you seen this or other “gender gaps” in fundraising? Please share your thoughts by leaving a comment below. We’d love to learn from your experience.

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When Is Testing NOT Worthwhile in Fundraising?
Fundraising

VIDEO: Sean Asks Adrian Sargeant: When Is Testing NOT Worthwhile in Fundraising?

I recently had Professor Adrian Sargeant of The Philanthropy Centre on the line, so I asked a quick, but a very important question:

When should a fundraiser NOT bother with testing?

Really.

We go on and on about the importance of testing, and yet there are many times when testing is a complete waste of time, money, and energy. And it can teach us nothing at all … or worse yet, give us the wrong information.

Here’s when you should not test:

  • When the number of donors you’re working with is too small to give you statistically significant results. When your number is too small, there’s more noise than signal. You stand a high chance of getting a false reading.
  • When the notion you’re testing is already well established by other similar fundraisers.
  • When it’s not clear what you’re trying to discover.

You’ll find Adrian clears the air on this difficult and complicated topic!

Find out even more about what it takes to raise money through the mail. Take the Moceanic online masterclass, 7 Steps To Creating Record-Smashing Direct Mail with Jeff Brooks. Click here to join The Fundraisingology Lab, and you can be taking the course within just a few minutes.

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Domino's Pizza learned and put to work in their marketing.
Maths of Fundraising

VIDEO: How to Use — or Misuse Donor Lifetime Value

Professor Adrian Sargeant of The Philanthropy Centre, talks about Donor Lifetime Value – an important measurement that can vastly improve your fundraising if you use it well… or dig you into a very deep hole if you use it poorly!

Learn what P&O Cruises and Domino’s Pizza learned and put to work in their marketing.

This may surprise you!

Please share what you’ve experienced working with Donor Lifetime Value by leaving your reply below. We’d love to learn from your experience.

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Your donors are not robots
Donor Psychology

VIDEO: Adrian Sargeant Reveals How Fundraising Meets Human Needs

Professor Adrian Sargeant of The Philanthropy Centre describes research into some of the human needs that charitable giving can help people meet:

  • Connectedness
  • Autonomy
  • Competence
  • Growth
  • Purpose in Life
  • Self-acceptance

When fundraisers aim their strategy and messaging at these fundamental needs that all donors have, they can meaningfully improve results.

See how this can work for you. Don’t miss the powerful examples Prof. Sargeant shares!

Have you aimed your fundraising at meeting your donors’ human needs? Please share your experience by leaving your reply below. We’d love to learn from your experience.

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