- Sat, February 05 2011
- Filed under: Fundraising essentials
Next week I resume my ongoing posts on the fascinating book, The Science of Giving, which covers a range of seminal studies about giving psychology. But today, instead of posting on a chapter, I’m going to pause to highlight why I’m spending so much time talking about research!
We don’t measure enough. We guess too much. Do you know which emails you sent were most read last year? Do you know what phrasing on your DonateNow page resulted in the most donations?
Here’s what one of the book’s editors, Daniel Oppenheimer, pointed out in an interview on the book via email. I asked him what charities need to do differently.
I’d approach my fundraising with an empirical mindset. Instead of trusting my gut about how to raise money, I’d run experiments. I’d make every fundraising appeal a chance to study what is most effective.
Amen to that!