Musician and entrepreneur Derek Sivers gave a TED talk that illustrates a great principal of human dynamics you can use to inspire giving at events: people follow the leader.
Here’s how you create a movement in just three minutes:
Somebody has to lead the charge. And a few people have to pick up the energy and follow the leader. Once that happens, you’re the outsider if you don’t participate rather than if you do.
And this principal works in the context of a special appeal, too. Which is why getting more lead-off gifts at the top level can create the momentum that becomes a movement.
Catholic Charities of Oregon saw this work to their advantage at their annual Celebration of Hope. They saw the 6 pre-committed gifts at their top donation level become 10 in the room, which helped to lift and elevate all of their donors to higher levels of giving throughout the appeal.
By the end of the giving, during a generosity sweep at the lowest level, there was almost no one left in the room who hadn’t given. Catholic Charities had successfully created a movement of giving.
Having a strong showing at the top of the pyramid demonstrates the trust people have in your organization and encourages others to give at high levels also.
When you want to take your next appeal to a new level of momentum and support, consider focusing on pre-commits at the top level. You could create a movement that will really pay off.
What neuroscience teaches us about turning a room full of donors into a movement.
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