Is a three-legged dog better for helping you raise funds?
The latest donor research says … yes!
Recently, TrueSense Marketing’s Animal Care team commissioned agile market research around different animal offers and images, surveying charitable donors across the United States to see what motivated them to give. Let’s explore what the latest data reveals.
1. Visible Challenges Inspire Generosity.
When it comes to supporting a fundraising offer with photos, the evidence is clear: Images that show visible injuries or challenges make the strongest impact.
This reinforces what we already know: Good fundraising photos tell a story. When donors see an animal with a visible need, they see an opportunity to help.
We tested photos of dogs with various conditions: advanced age, a missing eye, a missing limb, and a wheelchair. We found a direct correlation between the severity of the dog’s visible condition and donors’ likelihood to give.
So, save the portrait-perfect shots for your adoption efforts. Choose fundraising photos that show your donors how they can be part of an animal’s journey to healthier, happier days.
2. The Power of “No-Kill” Still Resonates.
Most of the donors in our study identified supporting a no-kill mission and saving lives as a top motivator for giving. This might raise some eyebrows in the animal care community, where the term “no-kill” has long been a point of discussion and even debate.
It’s likely, though, that these words are not as loaded for your average charitable donor. For them, the message is simpler. We can see that donors are interested in the fundamental promise: Their support helps save animals.
Regardless of whether your organization uses the term “no-kill,” you can empower your donors to save lives. This message is an important part of your fundraising offer.
3. At-Risk Animals Inspire Greater Support.
Our research revealed a clear pattern: Donors feel most compelled to help animals facing the greatest risks. They showed particular motivation to support pets at risk of euthanasia and those who might be overlooked by potential adopters. This presents an important insight for our messaging strategies.
While animal care fundraising has evolved significantly, moving away from stark messages and now-infamous commercials (you know which ones), data shows we shouldn’t erase the real challenges our animals still face. We owe it to our animals to tell their stories. The key is finding the right balance.
Today’s fundraising requires thoughtful, nuanced messaging and design. We can bring respect, dignity, and a community-minded approach to craft compassionate, responsible communications that inspire donors to give. We can acknowledge the serious problems some animals face while maintaining an overall tone of hope and empowerment.
This opens the door to new perspectives, language, and ways to motivate giving. Because, at the end of the day, our donors want to know the reality of the situation and how their support makes a concrete impact.
Research like our most recent study helps accelerate the learning process so we can bring you the latest insights to raise more revenue and save more lives.
If you’d like to learn more about how to bring balance to your animal care fundraising messages, check out our webinar Tugging at Heartstrings Without Pulling Punches: The New Rules of Fundraising.