🎓 Say “Gift” not “Donate” to increase donations
🎓 Say “Gift” not “Donate” to increase donationsAsking people to “Gift” rather than “Donate” to charities increased the chances they did by up to 68.8% and increased the amount given by between 22.9% and 94%.
New to Ariyh? Join 13,291 evidence-based marketers for 3min practical insights 💡 from scientific research 🎓 to get better marketing results 📈 Today’s insight is brought to you by… Storyblok Find out key opportunities for content teams from a featured presentation led by Forrester Principal Analyst, Lisa Gately. You'll also learn how to improve your user experiences using the latest tricks and tips during a Fireside Chat between marketing and content experts. Don't wait though, the webinar recording is available for a limited time. Want to sponsor Ariyh? Here’s all you need to know. 📝 IntroCharities in the US received a total of $450 billion in 2019, equivalent to 2% of GDP. 69% of this amount was from individual donors (data from Giving USA, 2020). But the top 100 US charities spend on average $0.11 to collect each $1 in charity they receive (according to Forbes, 2016). In other words, that’s the average cost to acquire donations. What if we can increase the conversion rate? That would mean that much more money reaches the end receiver in need, instead of going into ads or outreach. For example, assume we reduce the average cost to $0.095 (vs $0.11). That’s an extra $0.015 per dollar donated that goes to the cause. Scale that, and it becomes an extra $6.75 billion in charity in the US alone. That’s roughly the yearly budget of the Bill & Melinda Gates Foundation - the second largest charity in the world. Well, here’s the great news. Scientists found a way to do this. And the best part? It’s incredibly easy. It’s up to you now to put it to work. P.S.: Make sure to share this with all your friends working at charities and NGOs so that we maximize the impact of this research. P.P.S.: Thank you Robin Good for helping spread the word about Ariyh! Check out his newsletter TRUST-able if you want to learn how to improve your personal brand ;) Previous insight: Handwritten thank you notes increase sales (100+ more insights here) Gift framing (vs donation framing) increases charity givingChannels: Donations | Marketing communications 📈 RecommendationWhen asking people to donate to a charity, frame the ask as a “Gift”, not a “Donation”. For example, “Gift to children in need”, not “Donate to children in need”. People will be more likely to donate and will donate more. Important: Don’t mix it or use it interchangeably with “donate” in your messaging. That will cancel the positive effect. Use gift framing exclusively and everywhere. 🎓 Findings
People donated 29% more in one of the experiments when asked to “Gift” rather than “Donate” 🧠 Why it works
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⚡ Steps to implement
🔍 Study typeLab and online experiments and field experiment (an internal email to 202 employees of a medium size Chinese company encouraging them to gift or donate books) 📖 ResearchGift or Donation? Increase the Effectiveness of Charitable Solicitation through Framing Charitable Giving as Gift. Journal of Marketing (September 2022). 🏫 Researchers
Remember: This is a new scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight?
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🎓 Handwritten thank you notes increase sales
Tuesday, September 6, 2022
Photocopies work just as well as originals. In experiments, they increased future customers spending 2x. They must be handwritten.
🎓 Don’t sound weak. Use negations
Tuesday, August 30, 2022
Negations (eg no, don't, never) make you sound more powerful and increase how much people want to engage with (+17.6%) and recommend you (+17.8%)
🎓 Ariyh turns 2 - The top 5 insights of the year
Tuesday, August 23, 2022
Space out your products; Praise your competitors; Reply to all reviews; Use quantity-focused CTAs; Show a hand touching your product. The top 5 insights to celebrate two years of Ariyh.
🎓 Give tours of your company
Tuesday, August 16, 2022
In experiments, people were up to 85% more likely to recommend and 32% more likely to buy a company's products after a tour. Tours must be educational and enjoyable.
🎓 How to maximize your influencer campaigns
Tuesday, August 9, 2022
Choose influencers that post original content with average frequency. Brief them to not be overly positive in their posts, clearly mention your product, and link to it.
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