How to motivate people to help?
PART TWO
Tips on how to involve people in charitable aid, supporting those who need it most today, and raising funds for important projects.
Content:
Tip 1
Choose the right moment
Tip 2
Show that charitable aid is the norm in society
Tip 3
Encourage positive personal feelings
Tip 4
Emphasize the specific positive outcomes of charitable aid
Tip 5
Remove possible obstacles to aid giving
Tip 6
Use the default option
Tip 7
Help people to plan future charitable aid
Tip 8
Modify the conditions to the option you need
Tip 9
Show appreciation and approval
Tip 10
Show the results of charitable aid
Choose the right moment
Tip 1
Ask for help when a person has the time, opportunity, and favorable conditions to do so. The relevance of events around or in a person's life also affects the desire to help. When modulating the charity-giver's experience, consider all three points.
Out-of-the-box communication example:
"Right now, helping doctors is extremely important. Click on the button below to support the work of medical workers who are fighting for the life of Ukrainians today. You can save a life with this click. Coronavirus can live on surfaces from a few hours to five days. It can stay longer on the door handles, so do not touch them with your bare hands."
Show that charitable aid is the norm in society
Tip 2
We are all influenced by the actions of others, which means that people will be more willing to give to charity if they perceive it as a social "norm".
Out-of-the-box communication example:
"82% of the residents of this house have already supported the charity organization "Help for Doctors", which takes care of the district hospital #7. Thanks to these people, we were able to purchase two additional ventilators. We thank them for their extremely important contribution. Join us!"
Encourage positive personal feelings
Tip 3
People often enjoy performing actions that are encouraged in society or that help them feel better. You can consolidate this effect by linking the help and belonging of a person to a certain group.
Out-of-the-box communication example:
"Ukrainians are known for their propensity to support their neighbor. We have always rallied to achieve a high purpose. Even your small contribution of 100 hryvnias will be an important part of the financial assistance that our charity organization "Help for Doctors" will transfer to physicians. So we can save the lives of thousands of residents of our city with you."
Emphasize the specific positive outcomes of charitable aid
Tip 4
The chances of convincing someone to support your initiative will increase if you can explain where exactly the person's resources will go to, what the effect will be, and also address him/her personally.
Out-of-the-box communication example:
"Dear Mark,
Our charity organization "Help to Doctors" is raising funds for a new ventilator for the district hospital #7. It can save hundreds of lives, your neighbors and loved ones, because if a seriously ill patient does not have access to the ventilation system he may die within hours. The device costs 507,000 hryvnias (17,000 euros), we do everything to collect the necessary amount. Join us!"
Our charity organization "Help to Doctors" is raising funds for a new ventilator for the district hospital #7. It can save hundreds of lives, your neighbors and loved ones, because if a seriously ill patient does not have access to the ventilation system he may die within hours. The device costs 507,000 hryvnias (17,000 euros), we do everything to collect the necessary amount. Join us!"
Remove possible obstacles to aid giving
Tip 5
Reducing the amount of information requested and the number of clicks required to donate can affect how much a person donates, whether he/she will do it now or postpone his/her participation.
Out-of-the-box communication example:
"Thank you for deciding to help our charity fund! With you, we can save more patients and reduce the burden on doctors. In order to become a charity-giver, you just have to indicate your phone number and press the "support" button - our team will help with everything else. We really appreciate your time and attention!"
Use the default option
Tip 6
People do not like to spend time on efforts for additional solutions and often agree on a basic option. You can also offer ready-made options for future donations or regular smaller amounts, which will increase your chances of getting help.
Out-of-the-box communication example:
"Thanks to your participation, our charitable organization has managed to save more than a hundred lives! Our team will be grateful for your help next month. To continue helping us, just close this page - your subscription will go on automatically. If you don't want to donate any more, check the box below."
Help people to plan future charitable aid
Tip 7
To do something once is easier than several times, so if you have already managed to attract the attention of a person, use this moment so that he/she can establish his/her consent and the specific amount of aid they can give in the future.
Out-of-the-box communication example:
"Over the past month, with your help, we have saved more than 100 lives. Each of them is priceless. If you increase your donation by 100 hryvnias next month, we will be able to save twice as many people. To do this, click the button below. Your help matters!"
Modify the conditions to the option you need
Tip 8
If you offer several options of donation amounts, think carefully about what exactly they should be so that you can get the most aid possible. Also add the measureable outcome of each funding option.
Out-of-the-box communication example:
"Thank you for helping our charity fund! We offer you the following three options of support:
100 hryvnias – thanks to this money we can support doctors who are now saving the lives of Ukrainians in hospital #7;
300 hryvnias – this money can help all three hospitals in our district;
500 hryvnias – with the help of this money, we will be able not only to help all three hospitals in our district, but also to buy a necessary ventilator that can save hundreds of lives."
100 hryvnias – thanks to this money we can support doctors who are now saving the lives of Ukrainians in hospital #7;
300 hryvnias – this money can help all three hospitals in our district;
500 hryvnias – with the help of this money, we will be able not only to help all three hospitals in our district, but also to buy a necessary ventilator that can save hundreds of lives."
Show appreciation and approval
Tip 9
If people feel that their actions are important and appreciated by the society, they will be more willing to help both now and further on.
Out-of-the-box communication example:
"Thank you for joining the charity-givers community of our organization and becoming one of those who are now providing Ukrainian doctors with much-needed help. We are proud of the people who support our work, because without your donations it would be impossible. Within two days, our team will contact you to find out your name or the name of your organization, which we can place on the page of donors on our website."
Show the results of charitable aid
Tip 10
By showing personal photos of people receiving help, videos of those to whom the donations are addressed, or a photo of a living forest that the donors have helped to protect, you can increase your charity-givers' desire to help now and further on.
Out-of-the-box communication example:
"Due to your help last month, we were able to save the lives of 20 patients at [hospital name]. Here are their names [add the list of names]. Thank you! Without your charitable contributions, they would still be in danger. We also want to tell you the story of [insert first and last name] who, with your support, is now recovering and has finally been able to see their family."
[Add a photo of the recovered person, as well as his/her personal message to the recipient].
[Add a photo of the recovered person, as well as his/her personal message to the recipient].
Checklist for effective communication for changing behavioural patterns
1. You have chosen the right moment to ask for help: people have the time, opportunity and favorable conditions to join.
2. You have emphasized that most people already provide their support, and that this is the social norm.
3. You have made a point of the positive identity traits that a person will have if he/she donates money and becomes a charity-giver.
4. You have detailed what exactly the donor's money will be spent on and the effect of this assistance.
5. You've made the donation process as simple and easy as possible – just a "few clicks" to provide assistance.
6. You've used the default option, making the renewal of the support subscription, for instance, for the next month, the standard for all charity-givers.
7. You have helped targeted people to plan for a future increase in contributions.
8. You have outlined the conditions for the options you need, specifying the different support options and explaining the effect of each.
9. You've placed emphasis on the social approval that a person will have if he/she becomes a donor.
10. You've demonstrated the effect of the contribution and added gratitude to the donor with photos or stories of those whom you managed to help.
2. You have emphasized that most people already provide their support, and that this is the social norm.
3. You have made a point of the positive identity traits that a person will have if he/she donates money and becomes a charity-giver.
4. You have detailed what exactly the donor's money will be spent on and the effect of this assistance.
5. You've made the donation process as simple and easy as possible – just a "few clicks" to provide assistance.
6. You've used the default option, making the renewal of the support subscription, for instance, for the next month, the standard for all charity-givers.
7. You have helped targeted people to plan for a future increase in contributions.
8. You have outlined the conditions for the options you need, specifying the different support options and explaining the effect of each.
9. You've placed emphasis on the social approval that a person will have if he/she becomes a donor.
10. You've demonstrated the effect of the contribution and added gratitude to the donor with photos or stories of those whom you managed to help.
The Practice Guide was developed by
M.Sc., Ph.D.
Communication expert for social and behaviour change
Communication expert for social and behaviour change
Media manager and behaviour sciences researcher and co-founder of the Creative Lab and Platfor.ma online magazine
