The Game of Giving
A few months ago, I attended a conference where the issue of fundraising was discussed. Throughout the week-long event, at every meal, baskets were passed around for one cause or another, and people would stand up and pitch their particular cause. I think people gave more money in the beginning, due to the newness of the activity, while towards the end of the conference they had pretty much given as much as they were prepared to give.
But on the last day of the conference, a young woman walked to the front of the room, stood at the podium, and asked for donations for a certain cause. Suddenly a young man in the room stood up and announced that he would match the total amount that was raised.
The basket was passed around and a total of $100 was raised. The man graciously upheld his side of the bargain and contributed an additional $100. The young woman casually asked if anyone else would like to match the $100 contribution. One person stood up, and then another, and in the ensuing momentum, more than $1000 were raised. That lunch raised more money than any other meal at the conference.
I realized that most of the conference attendees had the money to donate, but they only did so when it became fun, when it became a game, and when they saw others doing it.
It was a fascinating realization that should be considered by those involved in both development and marketing. Letting the client or donor have fun through an extemporaneous game can be more fruitful than a more targeted, serious pitch over time. While not the only effective form of fundraising, it was an important lesson to learn.
But on the last day of the conference, a young woman walked to the front of the room, stood at the podium, and asked for donations for a certain cause. Suddenly a young man in the room stood up and announced that he would match the total amount that was raised.
The basket was passed around and a total of $100 was raised. The man graciously upheld his side of the bargain and contributed an additional $100. The young woman casually asked if anyone else would like to match the $100 contribution. One person stood up, and then another, and in the ensuing momentum, more than $1000 were raised. That lunch raised more money than any other meal at the conference.
I realized that most of the conference attendees had the money to donate, but they only did so when it became fun, when it became a game, and when they saw others doing it.
It was a fascinating realization that should be considered by those involved in both development and marketing. Letting the client or donor have fun through an extemporaneous game can be more fruitful than a more targeted, serious pitch over time. While not the only effective form of fundraising, it was an important lesson to learn.
posted by Allison at 11:33 AM
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