Can you guilt a donor into giving?

12 Apr

The short answer is, “Yes, the first time, you might be able to.”

The better question is: Will a donor who’s given to my cause because of guilt become a long-term supporter?

The even shorter answer is, “Probably never.”

Let’s see how guilt plays out in the place where it’s used most often in fundraising in India: Tele-calling.

The other day I get an agency call raising money for a medical emergency to do with a child. The caller painted a picture that was graphic and designed to press the guilt button. The inference was: “If you don’t give right now, this child will die.” All designed to evoke extreme emotions that are uncomfortable, to say the least.

Guilt in such circumstances might induce a donor to give right then, if only to just get away from the call and its associated feelings of discomfort. But think about it: What is the common human response to anything that provokes feelings of extreme discomfort? Avoidance. Cross the road, close the book, turn the page, not pick up the call, kind of avoidance.

When our communication is uses guilt as a recurring motif, our donors will avoid us with a “oh no not these guys again” kind of fervour.

So, if the donor will not stick with the cause in the long-term, why do tele-calling agencies use such guilt-inducing scripts again and again?

Because, most agencies get paid on acquisition. Aka the number of donors they recruit. Not on whether the donors stay with the cause in the longer term. In fact, if the donor drops out, it’s to the agency’s advantage, because they can now be “re-recruited.”

In the long term, overuse of guilt as a motive leads to empathy fatigue, where people start to tune out genuine appeals for help as a matter of course. And that has huge consequences for the entire fundraising sector.

Ponder over this before you sign off on your tele-calling script. I’m off to delete a message from a friend on my Facebook wall that reads: “I’m gonna unfriend some people this week. Let me see how many on my friends’ list copy, paste this message exactly and post it on their timelines, while turning cartwheels at the same time. Do this within 12 hours, or you’ll be unfriended.” Hmm… threat-based fundraising, anyone?

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: