How could we increase the motivation of individuals to donate during global crisis?
As Worth(2016) explained in chapter 13, for individuals, there are many reasons to give, and the motivation of individual donors is more complex and difficult to estimate than that of foundations or corporate philanthropy. Moreover, as globalization becomes more prevalent, individuals of all races, genders, and professions live together in one society, and the diversity of society makes the motivation of individuals to give even more complex and diverse.
However, during covid-19, many individuals are not only affected financially, such as losing their jobs, or experiencing a significant reduction in their family business income. Also, their mental state is negatively affected, such as anxiety or disappointment with society. In addition, the demand for the services of nonprofit organizations has increased significantly at this time, and nonprofit organizations are also facing economic difficulties. The demand for donations from nonprofit organizations has also increased significantly. How can we increase the motivation of individuals to donate in this global crisis?
Different ways to encourage people to donate more.
According to Greater Good Magazine, Summer Allen lists ten popular ways to encourage people to give more. I will highlight the ones I think are most helpful in a pandemic and provide my interpretation.
- Help people to feel their emotions
A lot of us are experiencing the same struggles in the pandemic, so having people feel their struggle and sense of unity might encourage them to donate more. So you could focus on an ad that shows that.
- Tie giving to a sense of identity and purpose
Showing the donor that the mission has a purpose increases their likelihood to donate. This also ties in with the next point.
- Describe the impact of the donation
If you can show your donor how much your organization can help people during the pandemic, they will be more likely to donate.
- Make giving feel good
People feel better when they are donating to a cause that helps other people. Again, show that by donating to your organization they will be positively impacting the community.
- Take advantage of contagious generosity
Studies show that people are more likely to donate to a cause when people from a group donate. So try and target a larger group of people, and maybe advertise that people have been donating to your organization to help out. It might encourage someone else to do the same.
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