Would like fries with that, and would you like to donate to the Ronald McDonald House?

Dayton, Ohio -- Yesterday I bought a coffee at the McDonald's drive thru. The person on the other end of the speaker asked me, "Would you like to donate a dollar to the Ronald McDonald House?"


When I got up to the window, I asked her how many people donate a dollar. She told me about 1 in every 20 cars. That didn't seem like a very good number, so I began to think about how she could modify her question to increase results. I also wondered how many people she asked even knew what the Ronald McDonald House does? I also figured she only has time for a single sentence.

I think her results would be significantly better if she asked this:
"Would you help families whose children are in the hospital by donating a dollar to the Ronald McDonald House"

Why would it be more effective? Because her original question was "would you like to donate a dollar..." She gave no reason to donate a dollar, only a request. It's easy to say "no" to that. It's more difficult to say, "no, I don't want to help families whose children are in the hospital." The new question also puts the "ask" at the end of the sentence, after the reason.

Research has shown that using the word "because" in a request significantly increases the affirmative responses. So, perhaps this question would be even better:

"Would you help families whose children are in the hospital by donating a dollar to the Ronald McDonald House, because it would mean a lot to those families."

The interesting thing about the research is that it doesn't matter what the reason is you give after the word "because," simply using that word increases response.

So today I'm going to buy coffee at the same McDonalds and give the person at the window my new question.

How would you change her original question to make it more effective? What questions do you ask in your solicitation letters that could be made more effective?

How to sell popcorn at the supermarket

Dayton, Ohio -- The other day I wrote about door-to door fundraising. Yesterday, as I was walking out of the supermarket, there were three Cub Scouts selling cans of popcorn. One asked me, "Do you want to buy some popcorn?" I politely declined and kept walking.

The problem with his question was it wasn't personal enough. I turned down popcorn, not a person. What if he had asked, "Would you help me earn a merit badge" or "Would you help me get a new tent?" Then in saying "no," I would really be saying, "I won't help you." That's much more difficult to say then "I don't want popcorn."

Asking "Would you help me get a new tent" also opens the door for conversation. I might stop and ask, "How could I do that?" And he would respond, "a new tent cost $100. If you would purchase one can of popcorn or give $10, we'll only need nine more people."

While I might or might not give, at least he would have forced me to think about it.

What questions are you asking in your direct mail program and face-to-face meetings with donors? Are you asking your donors to "buy a can of popcorn" or are you making them think and asking questions that open doors for a more in-depth conversation?

The problem with door-to-door fundraising

Dayton, Ohio -- Many non-profits have had success with door-to-door fundraising programs, such as selling candy or other items. There are benefits of such programs but also a significant downside.

When someone comes to my door asking for a donation or selling an item for a non-profit, I have one of two reactions.

(1) If I don't know the person, I usually don't give. I find it intrusive to learn about a non-profit's cause for the first time from someone standing at my door. (If I've given to the non-profit before and the person acknowledges it, my attitude is different.)

(2) If I know the person (e.g., a neighborhood kid), I usually give but not because I believe in the cause. I give to support the person I know. That makes it extremely unlikely I will give again if solicited by mail. Many times, I can't even remember the organization (was it the Boy Scouts or the school athletic team?)

That's why the neighborhood kid can convince you to make a donation without ever telling you much about the cause for which the money is being raised. How many times has the first line been, "I'm selling popcorn for $10 a tin." (What would happen if a direct mail solicitation lead with "we want you to make a $50 gift?") But it doesn't matter as much when you know the person asking for the gift.

So door-to-door fundraising may raise some money but don't expect it to create life-long donors. The only way to get a second gift is to have the same person knock on those same doors again next year.