Friday, April 18, 2008
The real power of one.
When advertising, a photo of somebody looking directly out of the page can increase your response rates.
This was the advice of David Ogilvy (or may have been Drayton Bird, I can't remember). Anyway, some recent fundraising research supports this.
Paul Slovic, of 'Decision Research', has demonstrated this by measuring the contribution levels from people shown pictures of starving children. Some subjects were shown a photo of a single starving child while others were shown a photo of two children.
Those shown two children donated 15% less than the one child. In a related experiment, photos showing a group of eight starving children contributed 50% less money than those shown just one. This research makes sense to me. People can relate to individuals and their stories.
The original post is here
Image courtesy of Children at Risk Foundation (CARF) - www.carfweb.net