Are you leveraging the goal proximity effect in your fundraising campaigns?
Common Great
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The “goal proximity effect” is a psychological phenomenon describing how people are more likely to be motivated to take action when they feel a goal is within reach. When applied to fundraising, people are more likely to donate to your campaign when they perceive the goal is close at hand.?
Here are four ways to leverage the goal proximity effect to increase donor motivation.
One, set multi-tiered goals for your campaign that allows you to send out “we’re almost there” messages at several different points. Once your initial goal is reached, you can start encouraging people to donate towards your second goal, then your third, and so on.
Two, go to your “ride or die” donors first. When your most devoted supporters donate early in your campaign, you’ll gain momentum toward your goal that activates others.
Three, emphasize progress and milestones. To help donors feel that the overall goal is within reach, regularly share updates about how many donors have contributed and how much closer the campaign is to reaching its goal.
Four, use urgency to drive action. Create a sense of urgency by setting a campaign deadline or emphasizing the immediate impact that donations will have. Use language that suggests that the goal is close and that every donation counts.
The goal proximity effect happens because people want to be part of a winning team. When you are closer to your goal and seem likely to reach it, people are happy to help you cross the finish line.