Friday, October 4, 2013
BIG’s Blog: Unconscious Secrets
People lie. Who knew?
Young & Rubicam, a large marketing and communications firm, conducted a research project that indicates consumers are hiding their most important desires and motivations from marketers, and maybe themselves. The study found that many consumers hold views that are the opposite of what they voice.
The really interesting element of the study is that they melded traditional survey research, which reveals what people consciously think and indirect questioning, using an approach called Implicit Association, revealing their unconscious motivations that operate outside of their conscious awareness.
The table below indicates what people say they value versus what their unconscious indicates they value.
It probably doesn’t really surprise you, does it?
But what does it mean for fundraisers?
My take is that this dichotomy between some of the things that they say they value and what they really value connects to how people reconcile what they do in their private giving to charitable organizations. The longer charitable organizations continue to first ask for a donation . . . that is focusing first on the transaction . . . as opposed to FIRST building a relationship with a potential supporter, the more they will fail with younger generations, beginning with the baby boomers.
The boomers began an era of people who don’t want to be shamed or have a guilt trip laid on them to give to an organization or ministry. They may give anyway, in which case the fundraiser believes they care . . . until 60% don’t give a second gift.
Change your methodology. Develop relationships first BEFORE asking for support.
Never heard of doing it that way?
-MikeWelcome to BIG's Blog! Please feel free to forward this post to your friends and coworkers...and email me a comment at: firstname.lastname@example.org