My colleague, Gayle, over at the blog no shoes wrote a few weeks ago about how effective a statement like "30,000 children die each day". She writes how researchers tested an image of Rokia, a 7 year old starving child from Mali verses the same image along side significant stats that really demonstrate the famine and starvation in Africa.
You can read her whole post here.
Obviously I hope we all know what performed better. As I commented on her post, I know as an individual, I can't help 30,000 children.
But I know I can help one.
Make sure your problem is one that donors can help solve. It seems so "common-sense-y"... doesn't it? But I am amazed at how often organizations feel an avalanche of stats and figures will result in more donations.
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I guess it's hard to find the balance between "You can save a village" or "Sponsor this child", an approach that I don't personally love. I think the key to relating to donors is to find that commonality that is part of their everyday reality...now I don't know what that is, but many of us have never been to a village in Africa, so that might not be the right way to catch a donor. But then again, I'm not in fundraising anymore :)
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