What did you buy in the last week?
Flowers? Laptop? New suit? Bottle of wine?
Why didn't you buy the cheapest option in each case?
If you think a little about this, you'll see that your buying decisions are extremely complicated.
Perhaps dozens of conscious and subconscious motivations go into buying something as simple as a box of cereal.
If you look into this even more, you'll be forced to admit that your buying decisions are essentially irrational.
Sure, you might be able to list the reasons why you spent $150 on an esrog, or even more on a wristwatch, a vacuum cleaner, a laptop, a hotel stay, or a flower arrangement.
But this is "after the fact" rationalization. It's you explaining to yourself why you're happy with your purchase. It's not WHY you decided to buy.
You decided to buy based on how the idea of the purchase made you FEEL. Buying decisions are emotional. We don't make rational buying decisions.
So too, your donors are NOT making rational giving decisions. They may say they are, but that's their after the fact rationalization.
So what can you do about it?
A good place to start is to consider what is in your hands when you interact with your donors.
What do they feel after they've interacted with you?
Did they leave with a feeling of positivity, inspiration, hope, energy, excitement, or a belief that they're part of something that's life changing?
How are you making your donors feel?
- Consider what you want your donors to FEEL when they interact with you?
- What can you do to give them that feeling when you next communicate?
B'Hatzlacha raba raba,