DONATING TO DISASTER RELIEF

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BACKGROUND AND OBJECTIVES

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BACKGROUNDA coalition of humanitarian and aid organizations in the public and private sector convened to determine the most effective messaging strategies to determine the most effective messaging strategies to communicate the benefits of monetary donations in support of disaster relief efforts.

InterActionCIDI

The UPS Foundation

USAIDFEMA

NVOAD

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OBJECTIVETo provide a research-based communications framework—as well as a media toolkit and marketing/PR materials—to the coalition, for use during disaster-related aid appeals.

What motivates people to give to disaster relief efforts?

What drives people to give goods? What drives people to give cash?

What are some of the existing barriers to giving cash?

How can organizations better connect with donors to encourage them to make monetary donations rather than goods when appropriate?

What message framing is most effective when communicating to donors?

Research Questions

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THE RESEARCH PROCESS

Issue Expert Interviews

Qualitative Research

Media Interviews

Quantitative Testing

Analysis of Findings

Four focus groups,

Denver CO

Online survey400 ‘Goods Givers’

100 Cash-Only Givers

8 interviews 7 interviews

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Donors who give goods often do so because they believe that it will be more impactful than the monetary donation they would be able to give.

When it comes to monetary donations, donors must feel empowered, appreciated, and informed about the short and long term benefits of cash. They need to feel they are a part of the effort, and are helping to make a difference.

To inspire people to donate cash over goods, there needs to be positive messaging that shows donors they are appreciated, that it is their choice to give, that they are donating to something tangible and specific, and are making a difference in the process.

EXECUTIVE SUMMARY

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QUALITATIVE RESEARCH

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MOTIVATIONS FOR GIVING

EXPOSURE TO DEVASTATION THE DESIRE TO GIVE BACK THE HUMAN CONNECTION

A variety of salient and powerful motivators inspire people to give. Motivations were broad and deep, from shaping identity of self to teaching future generations. These motivators inspired people to give to a wide variety of causes, some regularly and some impulsively, both cash and goods.

A SENSE OF DUTY + OBLIGATION GENERATIONAL EDUCATION

1 2 3

4 5 6PAYING IT FORWARD

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THE DIFFERENCE BETWEEN GIVING CASH AND GOODS

Connected

Personal

Specific use

Takes more work

GOODS

Domestic

Can see results

Cannot be Misappropriated

Impersonal

Versatile use

Easy

International

Disconnected

Cannot always see results

Can be Misappropriated

CASH

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FATIGUE LACK OF TRANSPARENCY

Additionally, donors noted several barriers that can prevent them from giving a monetary donation. These barriers may already exist in the mind of the donor or may be constructed during the “ask”.

1 2

3LACK OF TRUST

BARRIERS TO MONETARY DONATIONS

PRESUMPTUOUSNESS10

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MESSAGING – WHAT WORKS

EXPLICIT APPRECIATION AND GRATITUDEOutspoken thanks, praise and recognition go a long way with the donor. By recognizing philanthropy and generosity, prospective donors are more inclined to give and to give again.

DONOR-CENTRIC APPROACH The organization must meet the majority of donor’s needs to result in a transaction. Donor needs include feeling appreciated, empowered, informed and important.

SIMPLE AND APPROACHABLE EXAMPLESBy providing a very clear and simple example of how a small monetary donation can be put to use, the prospective donor feels a greater degree of tangibility around their donation and can even visualize how it will be put to use.

POSITIVE MESSAGINGDonors are seeking a positive emotional benefit from giving, thus a message that drives home favorable outcomes of a donation reinforces the desired feelings and behaviors.

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TRANSPARENCY IN ORGANIZATIONAL SPENDINGTransparency of spending is critical to earning and keeping the donor’s trust. Clearly identifying the percentage of the donated dollar that will go directly to the cause furthers the donor’s trust and can help facilitate the transaction. Conversely, a lack of trust may result in the prospective donor feeling less willing to give a cash donation.

COMMUNICATE WITHOUT ASKING FOR MONEYRegular and consistent communications highlighting the positive outcomes from donations on a disaster relief effort will go a long way to alleviate donor fatigue and encourage positive feelings towards the organization.

TANGIBILITY AND CONNECTION“Micro-messaging” that illuminates the positive impact of donations on a victim of a disaster helps to reduce the feelings of overwhelm and guilt and increase the positive feelings of impact and tangibility.

UNSPECIFIED AMOUNT OR TYPE OF DONATIONBy not specifying the amount or type of donation, the organization is empowering the donor to make the best decision for him or herself. By giving license to the donor, the organization is removing unwanted pressure and increasing the feelings of enjoyment from giving.

MESSAGING – WHAT WORKS

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MESSAGING – WHAT DOESN’T WORK

NEGATIVE MESSAGING OF ANY TYPEA negative message is in exact opposition to the positive feelings that a donor seeks in giving. A negative message can bring current and future giving to a complete stop.

NEGATIVE MESSAGING ABOUT IMPACTS OF GOODS DONATIONSAs many donors have given items in their past, negative messaging around goods donations can offend and insult the prospective donor. Additionally, it can backfire on the organization as donors believe it is their responsibility to manage and repurpose donated goods.

MESSAGING WITH “HOT WORDS”As giving is a highly sensitive subject, there are many words that trigger defensiveness in donors. Words such as cash, money and trust can elicit an unwanted response in prospective donors and significantly discount an otherwise effective communication.

CLAIMING THE ORGANIZATION AS AN EXPERTDonors feel that they are well informed and intelligent givers. Any messaging that uses industry jargon, is condescending, or is in opposition to the notion of the donor as an expert is insulting to the giver.

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MEDIA INTERVIEWS

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MEDIA INTERVIEWSThere is a range of readiness.• Some media companies have steps in place, while others don’t

know where to start.

It’s important to establish relationships between local gov’t/NGO affiliates and media outlets before disasters occur.

Know your media.• Local media are more likely to cover domestic disasters,

especially if nearby, and may leave coverage of international disasters to national media.

• Tailor your outreach and story to the preferences of your media.

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QUANTITATIVE RESEARCH

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Reasons for Donating (All Respondents)

Donation Reason for Goods GiversMajor

ReasonMinor

ReasonNot a

ReasonI gave to an organization that I knew would use my donation effectively

69% 20% 11%

It was a good opportunity to give back to those who are in need

66% 25% 9%

After seeing images and news coverage of the disaster, I felt like I had to help

53% 33% 14%

My contribution gave me a sense of connection to people who were suffering and needed help

44% 35% 21%

The two prime motivators for giving to disaster relief is trust in the receiving organization, and simple altruism.

Question: When people make a contribution toward a disaster relief effort, they do so for many different reasons. Thinking about the last time you made a donation of money or goods toward a disaster relief effort, were any of the factors below a reason why you gave?

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Avenues of Donations (Goods Givers)

Directly to an aid organization

Indirectly through your church, synagogue or place of worship

Through a fundraising effort by someone you know

Indirectly through a workplace giving program

Through a fund drive sponsored by a TV or radio station

Some other way

38%

31%

11%

8%

5%

5%

Q: The last time you made a non-monetary donation of items like food, clothing or household supplies to a disaster relief effort, how did you give it?

Goods Givers n=395

Much goods giving is done through indirect avenues, such as drives sponsored by churches, workplaces or local media.

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MESSAGING STATEMENTS

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STATEMENT AEven a small donation towards disaster relief will

make a big difference.

When you choose to donate, you are choosing to make a difference. While a donation of a physical item is always appreciated, a monetary donation is a fast, efficient and

effective way to get relief to those in need in the immediate aftermath of a disaster.

A donation of just $5 or $10 can do so much to help. For

example, the $5 that could be used to purchase one toothbrush here can be used to purchase five toothbrushes there. Not only can monetary donations help alleviate the immediate situation,

over time they can also help rebuild schools and get local businesses back on their feet.

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STATEMENT BDon’t turn an emergency into a disaster.

When disaster strikes domestically or internationally, our

immediate reaction is to help those in need. Unfortunately, sometimes our well-intentioned donations of common household

items, such as clothing, blankets, or food can hurt, rather than help, disaster relief efforts. Un-called for items can get in the way of life-saving medical supplies, create a blockage of transportation, or cost

more than they are worth to transport and distribute.

But a cash donation always helps relief efforts. Cash is fast to act, easy to manage and the most effective way to help affected

individuals.

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STATEMENT C Your gift can go a lot further than you think.

When disaster strikes near or far, we do what we can to help. We often give away our personal items because we believe that they

are worth more than the cash donation we are able to give.

While a donation of a physical item such as a coat or pair of shoes may feel more meaningful than a small cash donation, the truth is that even a small amount of money can go so much further. The same amount of money that it costs to package and ship an item

can be used to secure two or three times that amount locally.

A donation of just $5 or $10 can make a huge impact.

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MESSAGING STATEMENTS

Clarity

Persuasive

Tells something new

Motivating

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

97%

48%

58%

38%

93%

41%

56%

20%

97%

53%

55%

48%

Statement A (Even A Small Dona-tion)

Statement B (Don't Turn An Emergency)

Statement C (Your Gift Can Go)

While scores for each attribute were mostly similar across statements, statement A stands out as ‘motivating.’

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TOP STATEMENT CHOICEStatement A was the most motivating.

Question: Of your top two statements, which one is the most motivating for you personally to consider making a financial contribution toward a disaster relief effort in the future?

Statement C(Your gift can go)

Statement B(Don't turn an emergency)

Statement A(Even a Small Donation)

0% 10% 20% 30% 40% 50% 60%

32%

20%

48%

29%

24%

47%

31%

21%

48%

All Respondents Cash Only Goods Givers

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STRATEGIC IMPLICATIONS

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Strategic Implications

Reasons to believe:• Financial giving can be as personal and emotional as giving goods.• Is easy, effective and versatile.• Can be stretched further when spent locally by disaster relief organizations

with purchasing power.• Can be used to purchase the materials that are most urgently needed and

most appropriate.• Creates long term benefits.

FROM: TO:Cash donations are impersonal,

often misused and harder on me financially.

Even a small monetary donation will make a big difference in the wake of a

disaster.

Tone:• Positive, appreciative.

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A special thank you to the public/private sector coalition that made this project possible.

InterActionCIDI

The UPS Foundation

USAIDFEMA

NVOAD