There's nothing emotive about Tax.

It's that time again. Fundraising managers phone their counterparts to try and gauge the success of their Tax appeal as the June 30 deadline draws near. And as the opportunities to change the course of the campaign are whittled down to the last two days of the financial year, the flip of the coin is to send a desperate appeal email in a last ditch attempt to improve success - or avoid disaster.

And most organisations are getting it wrong.

Tax deductibility is a rational concept and it isn't a strong reason to give. Reading the multitude of emails that arrived today and will inevitably arrive tomorrow makes me feel we have completely dismissed so much of what we have learned as fundraisers.

- people give to people
- emotional engagement with the cause will convince people to donate over any rational reason
- the biggest motivating factor is engagement or proximity to the cause


In the last attempt to encourage donations before the deadline, it doesn't seem the best strategy to forget what we have learned. Tax deductibility might be a secondary, rational reason in support of the main argument. But we shouldn't lead on it. Let's hope there is some stronger, more motivating content next year.

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