How relaxed are your donors?

The Neuromarketing reports that relaxed people are willing to pay more for goods and services than less-relaxed people, at What’s Better Than an Excited Customer?:

Relaxed customers tend to focus on the abstract benefits of a product (fun family times with the new recreational vehicle) vs. hard specifications (gas mileage, length of warranty, etc.)

This may be why direct response media are such powerful ways to raise funds. They take place on the donor’s turf and terms, where she can consider the abstract benefits of giving to charity in complete relaxation.

It’s also probably why so many ad-agency attempts to raise funds fail with such regularity: They’re trying to bring the pulse-pounding techniques of youth marketing to fundraising. (You have to wonder if they’re even doing youth marketing right in the first place.)

It may also be why wonderfully energetic design — that kind that just makes you feel up to look at — tends not to do so well in real life fundraising.

See the study here: Relaxation Increases Monetary Valuations (PDF).


Comments

4 responses to “How relaxed are your donors?”

  1. This is very interesting. I just wish there was a way to put the client completely at ease before the pitch!

  2. This is very interesting. I just wish there was a way to put the client completely at ease before the pitch!

  3. Mary Cahalane Avatar
    Mary Cahalane

    One more sign that things are likely to get even tougher for us all. I know many of my donors are not at all relaxed these days – nothing to do with us!

  4. Mary Cahalane Avatar
    Mary Cahalane

    One more sign that things are likely to get even tougher for us all. I know many of my donors are not at all relaxed these days – nothing to do with us!

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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