Is 1 Child Actually More Motivating Than 1 Million?
Folks, I want you to put your creative and messaging hat on because that's where this week's blog is taking us. Shankar Vedantam is a science desk correspondent for NPR, and last month he wrote a great piece titled "Why Your Brain Wants to Help One Child in Need — but Not Millions."
Vedantam was writing about a study that psychologist Paul Slovic of the University of Oregon conducted. The net of the study (and the article, but I really suggest you read it) is this:
- Two groups of consumers were in the study.
- One group was told a story about a little girl who was battling starvation.
- One group was told the same story but also was given information about the vast problem of starvation and that millions of children around the globe are struggling.
What happened? The group that received the broader information donated less — significantly less.
- Categories:
- Creative
- Direct Response
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.
