A fundraising tip: Choose hope over hopeless
Nonprofit Marketing Blog
JULY 25, 2012
Soon after the genocide in Rwanda, researcher Paul Slovic asked some research subjects whether they were willing to give money to deliver desperately needed water to a refugee camp in Zaire (now Congo) to save 4,500 lives. Some of the people were told the refugee camp had 11,000 people in it. Others were told it had 100,000 people in it. Either way, the number of lives that could be saved was 4,500. But guess what? People gave less when they thought the camp was bigger.