The Time-Ask Effect Strikes Again
- Tue, February 15 2011
- Filed under: Marketing essentials
The wonderful Jennifer Aaker, co-author of the Dragonfly Effect, has long written about the “time-ask effect”—namely, the idea that when people are asked to give their time, they think in terms of emotional fulfillment: will volunteering for this charity make me happy? When hit up for money, they start thinking about sacrifice: will making a donation be something I can afford? Aaker believes asking for time first triggers an emotional connection that later prompts more giving.
There’s plenty of research to back her up - including a research from Blackbaud today. It cites studies showing advocates are seven times more likely to donate to a cause.
It specifically advocates for advocacy—and asking people to take action for something top-of-mind in the news. Those supporters will later be more likely to donate to your cause. Salespeople call this foot-in-the-door technique. Psychologists calls it momentum of compliance. You could also call it relationship-building.
Here is the take from Blackbaud and Care2:
[Find] the “issue du jour” – a relevant and timely news item that compels constituents to act and give immediately. Using this and other methods, any organization can build an advocacy program that organically leads to a more-effective fundraising effort.