How to show your donors that giving is for losers

I was at a lunch event, and when it came time for the obligatory fundraiser, they made the case. The ask went something like this:

• In 2010, we raised $5,000.
  
• In 2011, we raised $4,000.
  
• In 2012, we raised $2,500.
  
• Last year we raised $2,000.
  
• This year, let’s see if we can raise $5,000!
  

It was social proof that we shouldn’t give. That giving is less important, less popular, less something the community does each year. Giving to that cause looked like a sinking ship.

The cause was no less important or compelling. But giving to it seemed to everyone in the room like something smart people just don’t do.

That fundraiser was ignoring two truths:

1. People are inclined to go with the social proof they get. If you tell them “hardly anyone is giving,” they are more likely to join the larger group of non-givers than the smaller group of givers.
   
2. People aren’t likely to give to help you solve your fundraising problem. They want to solve real problems. There are plenty of those for them.