“If People Only Understood (Blank) They Would (Blank).”
Many nonprofits think that if only people understood the cause, they’d flock to support it.
Come to think of it, this is a challenge in for profits too. When I worked at NEC, a Japanese GM once told me (as I was pushing for a change in a telecom product), “Customer no understand.” Yes, and that was exactly my point!
Simply “knowing” something won’t lead to action. Even if that “something” is good for us (particularly if it is good for us. Teeth flossing, tire rotation, regular physical check-ups…none of those things are “fun.”)
We make decisions based on emotion - and then figure out the logic to support it. For example, I have to beat myself into mental submission on a regular basis to not buy a Mini Cooper. Why, it’d save me money! It’s better for the environment! It’d fit better in my 1950s shoebox garage! Never mind that my boring ol’ boxy Jeep is paid for; It’s far more practical for hauling all the home and landscaping project stuff; and I don’t drive it anywhere for days at a time…
Tags: nonprofit marketing, fundraising, marketing troubleshooting, selling
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