Being the Favorite Pays Off

It really pays off to be someone’s favorite. Many of us know which sibling in our families is the favorite – because they get just a bit more than the others. Being the teacher’s pet never hurt when report cards came out. Being a favorite of the coach often results in more playing time. And the list goes on. Not surprisingly, the same is true for charities, causes and non-profits.

According to a 2012 study by NTEN and CharityDynamics, almost half study participants gave an average of 67% of their annual donation amount to their favorite charity. Wow – so these people gave an average of 2/3’s of their total donations to a single recipient, because it was the favorite.

And it doesn’t stop with money – studies show that people tend to get engaged and volunteer more for their favorites as well. This makes logical sense, but it raises the question that all non-profit and association leadership should be asking themselves:

“How do we become more people’s favorite?”

Interestingly, there’s a bit of a catch 22 here. People donate more money and effort to their favorite causes, but causes and organizations can become favorites by giving people more ways get involved.

Think about it – if you want to help, but there are no easy ways for you to participate, you will likely lose interest over time. Conversely, if you are offered a way to get involved that’s easy, convenient, and you can tell you are contributing to overall progress, your interest will likely grow, correct?

That’s where crowdsourcing comes in. It gives people a way to get involved, and stay involved and contribute to matters that are important, but they can do it on their own time, from their own home.  (NOTE: I’m not talking about crowdfunding here – I’m talking about crowdsourcing for innovation, problem solving and understanding whats really important to your stakeholders).

Non-profits and associations are people-centered organizations, and yet most are not taking full advantage of one of their biggest assets – the experience, wisdom and knowledge of their stakeholders – members, volunteers and employees. Crowdsourcing is the way these organizations can enlist their stakeholders to move the organizations forward on questions like:
• What issues are most important to the members?
• How could the organization have more impact in its core mission?
• How can the organization build more awareness for its works?
• How can we get from where we are today, to where we want to be in the future?
• How can we reach a younger demographic?

And there are many many more pertinent questions that crowdsourcing can help address and solve.

But perhaps most importantly, by allowing your stakeholders to get involved and contribute, you will strengthen your organizations relationship with them, and increase your chances of becoming their favorite, and we know where that leads.

Want to talk more about this? Give us a shout.

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