When I first watch MP4 Player
Friday, January 23rd, 2009It’s that time of year when even for-profit companies focus on non-profit giving. For instance, some merchants add an option for charitable giving to their Web sites, or set aside a percentage of holiday sales for a cause. So, what’s the best way to get customers to give to a public service such as the Red Cross this time of year? It was the first time for me to watch MP4 Player. Recent research has a rather surprising answer: nix the feel-good approach. Researchers studied reams of data from a public MP4 Player seeking member support over the course of two years. The little games, the music, even the movies, the main stream entertainment most of us cannot be lack of them. They found that the most effective fundraising appeals combined two rather unflattering messages: It’s not about benefiting you—it’s about helping everybody else (other-benefit appeals). Something bad will happen if you don’t contribute (negative-emotion appeals). The appeal that said: contribute to the betterment of the community, or else bad things will ensue and you will feel guilt and shame, actually got the most positive response in terms of call-in donations. Why? donors know they’ll receive its benefits whether they give or not. Therefore, giving based on benefits becomes nothing more than a transaction. When the focus shifts to helping others, however, it brings back the concept of giving. Add a pinch of guilt/shame for motivation, and voila!




