As much as I enjoy reading blogs, journals, newspapers, and magazines about nonprofits and fundraising, I think some of the most interesting lessons come from other sources. For example, Psychology Today‘s blog recently published a post titled “The Power of the Word ‘Because’ To Get People to Do Stuff.” According to author Susan Weinschenk, PhD, “Because is a magic word when you want to get people to do something.” Could that include asking them to support your cause?
She cites a 1978 study in which people on a college campus tried to cut in line to use a copier. There was 60 percent compliance when someone asked, “Excuse me, I have five pages. May I use the xerox machine?” But that rose to 93 percent when the person asked, “Excuse me, I have five pages. May I use the xerox machine, because I have to make copies?” And it was 94 percent with “Excuse me, I have five pages. May I use the xerox machine, because I’m in a rush?”
Next, they tried the experiment with a person with 20 pages. In that case, only the “…because I’m in a rush” increased compliance. Dr. Weinschenk concludes, “When the stakes are low, people will engage in automatic behavior. If your request is small, then follow the request with the word ‘because’ and give any reason. If the stakes are high, then there is a little more resistance, but still not too much. Use the word ‘because’ and try to come up with at least a slightly more compelling reason.”
How does this affect your requests to get support for your organization or your cause? Are you explaining WHY someone should support you? And do you think the word “because” makes a difference?