Editing 1948: Campaign Fundraising Emails
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|A key factor in the success of a fundraising campaign is the amount of the donation that is asked for or suggested. Even if the donor is ultimately free to donate whatever amount they want, the initial 'ask' can have a significant effect on the amount donated, due to the psychological effect of {{w|Anchoring (cognitive bias)|anchoring}}. Increasing the suggested amount may increase the amount of the average donation, but it may also put some people off donating altogether. Finding the sweetspot allows the fundraiser to maximize the income generated. | |A key factor in the success of a fundraising campaign is the amount of the donation that is asked for or suggested. Even if the donor is ultimately free to donate whatever amount they want, the initial 'ask' can have a significant effect on the amount donated, due to the psychological effect of {{w|Anchoring (cognitive bias)|anchoring}}. Increasing the suggested amount may increase the amount of the average donation, but it may also put some people off donating altogether. Finding the sweetspot allows the fundraiser to maximize the income generated. | ||
− | Most modern bulk mailing platforms allow users send different versions of their emails to recipients at random. Using analytics packages, they can then determine which version of their messages is most effective at eliciting the desired result (such as making a purchase, reading a story, etc.) from recipients, or even from particular segments, and to refine future emails accordingly. Use of these techniques has resulted in fundraisers moving away from traditional 'round' numbers ($10, $25, etc.) to ask for more unusual looking amounts which increase the average amount donated | + | Most modern bulk mailing platforms allow users send different versions of their emails to recipients at random. Using analytics packages, they can then determine which version of their messages is most effective at eliciting the desired result (such as making a purchase, reading a story, etc.) from recipients, or even from particular segments, and to refine future emails accordingly. Use of these techniques has resulted in fundraisers moving away from traditional 'round' numbers ($10, $25, etc.) to ask for more unusual looking amounts which increase the average amount donated. |
− | However, it would be unusual to use quite such a precise amount | + | However, it would be unusual to use quite such a precise amount, as it would tend to betray the fact that it has been calculated simply to manipulate the recipient, which may appear cynical and put many off donating altogether. The email then compounds this by stating outright that this is what they have done. |
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|'''Help.''' Our campaign made some mistakes and we need a lot of money ASAP. Any kind, but cash is… | |'''Help.''' Our campaign made some mistakes and we need a lot of money ASAP. Any kind, but cash is… |