I’m a big fan of the blog, Neuromarketing: Where Brain Science and Marketing Meet (well, I’m generally a big fan of any geeky science stuff that I can apply to fundraising). Whenever I read an article like Ten Words that Build Trust, I’m reminded of how important it is for all of us to read and learn outside of the fundraising sphere.
The article talks about a test that was done between two ads, which were identical except for the ten words printed at the bottom of one “You can trust us to do the job for you.” Those simple words increased trust scores by 33%. Not only that but that phrase caused people to rate the firm in the ad higher in every category:
Fair Price – Up 7%
Caring – Up 11%
Fair Treatment – Up 20%
Quality – Up 30%
Competency – Up 33%
Too often we assume that donors trust us, that it’s implicit. But maybe not. Maybe, somewhere in your case statement, your fundraising appeal, your Facebook page, you should say:
“You can trust us”
P.S. While you’re at it, check out this Neuromarketing article. It seems that our emotions are more engaged when we’re marketed to on paper rather than digitally.
This post was written by Leah Eustace, ACFRE, former Principal and Chief Idea Goddess at Good Works.