Crowdfunding campaigns play on 3 basic qualities of human nature.
First they rely upon the inherent goodness and generosity of people. Second,
they guide people to a facilitated conclusion with a “call to action” asking
those “good people” to donate, to act. Third, they use an urgency element, suggesting
they donate and act, act now- overcoming human propensity for delay.
“Time and tide wait for no man,” is a quote by Geoffrey
Chaucer. If Mr. Chaucer was alive in the
21st Century he might have added the phrase “donation decisions” to
his observation.
Trying to suggest a call to action should be simple- five
words or less. Something such as “Don’t Wait, Donate Today” or “Donate Today,
Stop Hunger Now!” Combine the words with a picture to make the point, tells them
what to do. Many people require this push to type in the Visa card numbers.
There must be a sense of “now” associated with the campaign.
Procrastination is the evil enemy of donation campaigns. Many crowdfunding sites
limit the duration of the campaign to 60-90 days, putting pressure on the
donors and the cause. Even if the donation site does not limit the campaign,
the campaign should set a limit- 90 days is a long time for a simple campaign.
Crowdfunding campaigns are like fresh caught tuna, use it
today, don’t wait, it gets old and spoils quickly. Convincing your donors to “DIN”
– Do It Now, is vital!
- Mike Prongue
Campaign Director for the Non Profit SignVine
michael@signvine.org
www.signvine.org
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