Tue, July 12 2011

Is it easy enough?

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Marketing essentials •

I tried to donate to a veteran’s organization and the donation form kept failing.  I gave up.  I agreed to a market research survey - then changed my mind when they told me it would take 25 minutes. 

Has this kind of thing happened to you?

Every day, I make attempts to help people but if it’s too onerous and I’m not especially close to the cause, I stop.  I’m not lazy, I’m busy.  So are most people.

People often want to help us, but we make it too hard for them.  If you do nothing else today, make it easier to give to your organization, to volunteer, to sign a petition.  Make it easier to make big changes too.  Break them down into small, feasible steps. 

There is no nobility in insisting on complexity or enormous commitment.  Start on a simple scale that people can ably undertake.  Build toward the bigger things.

Remember this: It’s extremely hard to resist something that’s easy to do.  It’s extremely easy to resist something that’s hard to do. 

When you make it easy, you make a difference.

  • Comment: (3)   

Comments

What a great post, I cannot count how many times donating has been a hassle. With that I thought I would share a business with you, it may help your clients some. It is a company which rents wireless credit card machines on the short-term; they specialize in non-profit fundraising events. It is a great company to work with and it makes donating and fundraising events much easier! Check them out at www.GoMobileCommerce.com

Posted by Kari Engelson  on  07/13  at  08:49 PM

Katya,
You bring up an excellent point, “It’s extremely hard to resist something that’s easy to do.  It’s extremely easy to resist something that’s hard to do.”  I think everyone at some point has experienced this very issue when wanting to donate their money or even their time to an organization.  The process should be made as easy as possible for the volunteer or the person donating his/her money.  To this day, a lot of nonprofits still struggle with this very issue with respect to managing volunteers.  Some organizations that still rely on paper volunteer management systems make searching for, signing up, and working events so difficult that volunteers can become so frustrated with the process that they never return.  For this very reason, many nonprofits are turning to electronic volunteer management systems that streamline volunteer and event management.  These systems make the “process” of volunteering extremely simple for the individual.  Everything is managed online in a few easy steps.

What it comes down to is volunteering or donating money should not be a “process” for the individual.  The harder it is on the volunteer, the less likely they are to return.  There are ways to streamline the management of volunteers as well as donations.  It just takes some work on the nonprofits part.  Thanks for the article, couldn’t agree more.

Posted by Krista B.  on  07/13  at  09:43 PM

One common mistake I’ve seen that makes this too hard is burying your email capture field deep within your site. It is best if you can have this on your homepage clear as day.

Posted by Cheryl Black  on  07/22  at  08:22 PM

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