Seth Godin’s thought provoking posts have never failed to amaze me and this latest one “Fear of philanthropy (avert your eyes)” is no exception. Without going on about how well put this one was, here is an extract from the post which ends with an important factor for donor management:
“Peter Singer is famous for posing a stunningly difficult question, paraphrased as, “If you are walking by a pond and you see a child drowning, do you save her? What if it means ruining a very fancy pair of Italian shoes?” Okay, if we assume the answer is yes, then why not spend the cost of those shoes to save 20 kids who are starving to death across town or the world? There’s really no difference. Or by, extension, invest in research or development that solves a problem forever… The issues are proximity and attention.
My take is that most people would instantly save the kid, but given the choice, probably wouldn’t take the road by the pond again any time soon. We like to avoid these situations, because these situations make us uncomfortable.” Source: Seth’s Blog
As Seth points out donors fear doing something about a cause because it makes them uncomfortable. This feeling of discomfort is perhaps the biggest hurdle fundraisers are faced with and it stands right between a potential donor and a donation being made. Consciously making the donor comfortable at every step of the donation and fundraising process can make an impact on how many donation opportunities actually convert into a completed donation. Here are just a few ideas which could bring a tiny bit of direction and comfort to donors during the process most would prefer to avoid:
- Have a clear message around the cause which highlights that every contribution is appreciated regardless of how much. It makes it ever so slightly more difficult to avoid donating something.
- Having said that, suggesting amounts can help provide some perspective on following up with an action rather than leaving a donor with another question mark which may have them walk away avoiding it. For example Donate $5, $20, $100, $500 or more can help provide some direction and comfort in the process as compared to not knowing how much to give.
- Connecting donation amounts to the change they can effect often helps provide some comfort. For example mentioning that a donation of $20 can buy X amount of food for the hungry and provide someone with Y meals.
- Equating donation amounts to daily spending items the donor can sacrifice for the cause can also help bring some clarity to the decision making. For example sacrificing $50 afternoon at Starbucks, a $100 hair do or $200 concert tickets could help change …
It’s all about keeping someone’s focus on the cause at hand and prompting for a ‘defined’ action in the form of a donation request. It’s about how to bring even a little bit of comfort to an otherwise uncomfortable situation.

Is the iPhone quickly becoming nonprofit and charitable organizations best friends forever? Well…a lot of subtle pointers seem to indicate that. Churches, charities and nonprofit organizations are not lagging behind high tech businesses when it comes to being mobile and making the most of the tools that let you operate on the move. We’ve often mentioned that one of the key benefits of using

