Robert B. Cialdini, an author and researcher, had an interesting theory. He believed that many people would genuinely like to help charitable causes. But they can't afford to give much. And they don't believe the few cents they could afford would be that beneficial.
To test this theory, Robert and some other researchers went door-to-door, fundraising for the American Cancer Society. They asked half the residents "Would you be willing to help by giving a donation?" To the other half, they added an extra comment - "Even a penny will help".
The results? Those told that "even a penny will help" were almost twice as likely to donate (50% v 28.6%).
Makes sense that more people donated - but did this increase the total funds donated?
Yes. The researchers found that for every 100 people asked, they raised $72 from the "even a penny will help" group, while only raising $44 from the other group.
Interesting stuff. Robert has a book worth a read with other good case studies. It is light and easy reading. 'Yes!:50 Scientifically Proven Ways to Be Persuasive'. I noticed that 58 people have reviewed it on Amazon.com, with an impressive 5 star average rating.
Eh...is this not my area!!
sorry Conor. Got carried away. You can post on the walkers ads so...you familiar with this reseach? thoughts?
Post a Comment