First, a quick review …
We’re discussing the reasons people don’t donate … and how you can effectively combat their resistance.
The first reason listeners don’t donate: “No Need (for the premium(s) you are offering).” The solution to combat this reason? Think about what premiums might actually appeal to your listeners and offer them a variety of options during your show.
The second reason listeners don’t donate: “No Hurry” to donate. The solution? Create a sense of urgency to donate as soon as possible.
The third reason? The myth that listeners have “no money”. They do have discretionary money they are spending elsewhere. You just need to give them compelling reasons to donate some of it to us next week.
Today’s reason is a real biggie in the list of reasons people don’t donate:
Now Reason #4: “No Want”
On the surface “No Want” sounds like “No Need”, but the two reasons are completely different.
One of our previous General Managers, Tim O’Connor, puts clearly outlines the distinction between “need” and “want” in this story he shared with me a few years ago:
At the time, Tim was about to graduate from CWRU. He said,
“I am currently number three on a reservation list at a local Dodge dealer and in line to purchase a Dodge Challenger R/T. I had to put a $1000 down payment just to get on the reservation list. Now as a soon to be graduating college student, I don’t have a whole lot of money. So I’m going to have to borrow about 3/4 of the needed amount to purchase the car and am banking on getting a full-time job when I graduate in December in order to pay off the loan which I will incur starting February next year.”
Tim continued, “Now, why on earth would I incur a large amount of debt right after graduating college … simple… this is the most beautiful 425 horsepower machine any automaker currently offers. The looks, the power, and the feel of the car are truly amazing and for me incomparable to anything else out there. And chances are, there won’t be anything like it for a pretty long time.
“Do I currently have a car that gets me from point A to point B? Yes.
“Do I need a 425 Horsepower Hemi-filled monster to get me from point A to point B? No.
“But am I going nuts because I just have to have this car? Yes!!”
Tim needs transportation. He wanted a Dodge Challenger R/T.
If people want something badly enough, they will move heaven and earth to get it.
They will obsess, lose sleep, and (depending on their personal ethics) they will lie, cheat, and steal to get it.
So how does this apply to us during the Telethon?
What does it mean to have a listener who has “no want” to donate? It could mean one of three things.
First, it could mean the person literally doesn’t want to give money at all. He (or she) does not have a philanthropic bone in his body and wouldn’t give money to anyone for any reason at all. Okay, fine. There will always be people like this who listen to us. So, don’t expect to magically convince this type of person to empty his pockets for WRUW.
Second, “no want” could mean the person doesn’t want to give to your show. For example, she might like your show and listen, but she really likes the show that’s on AFTER yours, and wants to give to that show instead.
This second situation is good, and gives you a great opportunity! It’s your job to keep that “want” as high as possible by pre-selling her on the idea of donating so she’ll call right at the beginning of the next show!
Third and finally, “no want” could also mean “no strong want” to donate. These people are your listeners who are riding the fence about whether to give or not. They like the station a lot, they listen frequently, and they intellectually feel that the station is worth supporting. They just haven’t made the emotional leap to wanting to contribute.
This third situation is also a wide open
door of opportunity for you!
You can take this opportunity to help these fence-riders obsess about WRUW – make them “smell it, taste it, dream about it, and lose sleep over it.” (Okay, maybe not the “smell” and “taste” part, but you get the idea.)
Make them want to support WRUW so much, it consumes their every thought … just like Tim was completely obsessed with a Dodge Challenger.
Sure, it’s a challenge to swing a fence-rider over to giving to WRUW. But it’s easier than trying to convince someone who doesn’t want to give at all.
Sure, it requires you to think about your listeners and how to best craft your appeals to their interests. But that’s what will increase the intensity of their wanting to give to WRUW.
Sure, it means you have to prepare for your telethon show. But that’s the fun part! You get to make this show the best you’ll ever do all year!
There’s only one more reason listeners don’t donate.