It’s the modern-day social good chicken-or-the-egg scenario: What’s the best means of getting others engaged in a cause? Is it by asking for small donations? Or is it by asking others to make a pledge and contact a legislator?
According to a recent study, supporters of a cause are more likely to advocate than donate.
Keep that in mind the next time you are about to click “send” on a Facebook post requesting donations. It’s important to build a base of trust and engagement before you ask supporters to dip into their wallets. Start with simple advocacy asks before hitting hard on fundraising.
But once you’ve reeled in new supporters through advocacy, don’t be afraid to double-dip into fundraising later on. According to another recent study, the number of online advocates also making online donations almost doubled from 2010 to 2011 (6.4% to 11.9% to be exact). More and more nonprofits are increasing their ability to successfully cross-market their advocacy and fundraising efforts.
What do you think? Did we crack this chicken-or-the-egg scenario?
Perhaps building trust is the egg and making the ask is the chicken.