If you read enough books and listen to enough tapes on the topic of sales, motivation and fundraising, you’ll find a lot of references to the “five reasons customers don’t buy”. Below is an explanation of each one and how they apply to us in a fundraising situation.
The key to all of them is to always remember: People donate for their reasons, not our reasons.
People will shell out the money when they have a reason to and not before. That reason has to be more than the fact that we need the money. No listener really cares how badly we need the money. They need personally relevant reasons to give their hard-earned cash to WRUW.
Reason #1 Why Listeners Don’t Donate: No Need
People in our modern society rarely buy something because they need it. They buy something because they want it.
For example ...
In a retail selling situation at any department store, when a customer says to a salesperson, "I don't need your product"...
Reason #2: There’s “No Hurry”
In Reason #1, I outlined one of the reasons listeners don’t donate. It was “No Need (for the premium(s) you are offering).” The solution to combat this reason was to think about what premiums might actually appeal to your listeners and offer them a var...
Reason #3: “No Money” (aka “The Big Lie”)
I can almost 100% guarantee you will have a few listeners who call you and say “I’d love to donate, but I don’t have any money.”
Of course, some of your fellow staff members will believe a statement like that.
The problem is, without any kind of...
Reason #4: “No Want”
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 ...
Reason #5: “No Trust”
Many years ago, I was shopping for my first new car.
My parents and I went to a Dodge dealership way out East on Mayfield Road to test drive a Dodge Neon.
The salesman that descended upon us exemplified every stereotype: he wore a brown and green...