Rokia: Why One Story Beats a Thousand Stats
I don’t think you could classify me as a hoarder. Hoarder-adjacent, perhaps. I’m a saver of just about everything.
I find it difficult to give away presents that people have given me. They spent money on it! They thought of me! Cards too. That was a $5 investment! They said nice things! Wouldn't their feelings be hurt if they knew I recycled their beautiful/funny/meaningful card?
And random articles – you must keep them because you never know when they might come in handy. Thus, on Monday I found myself going through old articles I recently brought home from my Cascadia District office. And yes, some of them were frighteningly old. Not quite last century old, but darn close.
Amid all the pieces on stewardship, fundraising, church leadership, and development, I found four gems about the study To Increase Charitable Donation, Appeal to the Heart - Not the Head. I found it so compelling back in the day that I wrote about it in 2012.
The research deserves repeating…especially during this stewardship season and as you plan for your year-end giving.
The study – conducted at Carnegie Mellon University by Deborah Small, George Lowenstein, and Paul Slovic – was ostensibly to see what motivated donors more: statistics, a story, or a mix of story and statistics?
Students were randomly given an envelope with five one-dollar bills. They were told they could do with it as they pleased. Included in the envelope was one of three pieces of information:
Information about the famine that was happening in Malawi, lack of rain in Zambia, and the displacement of millions in Angola.
A story about “Rokia” and her desperate life in Malawi where she faced severe hunger and the threat of starving to death.
A mix of both Rokia’s story and statistical information about the plight in the region.
As the student left the cafeteria there was a box where they could use their envelope to leave a donation after reading the enclosed information.
The results?
- Students who solely got the information about Malawi, Zambia, and Angola – on average – donated $1.14.
- Students who only read about Rokia’s plight gave $2.38.
- It makes sense then that when students read about statistics and a story it would elicit an even larger donation. Nope. Those students contributed $1.43.
One of the researchers, Paul Slovic, attributed the wide disparity in gifts to the “drop in the bucket” effect. When faced with statistics, donors feel that their donations just won’t matter.
When it’s about one person – Mother Teresa’s words ring true: “If I look at the mass, I will never act. When I look at the one, I will.” Story moves people from rational thinking to experiencing emotional impact.
Combining facts plus story is interesting. Slovic says it’s not motivating because “the data sends a bad feeling that counteracts the warm glow of helping Rokia.” However, in an old Free-Range Thinking article (See? My hoarding comes in handy.) Andy Goodman adds this about Slovic’s response:
Good causes may be able to combine stories with data to positive effect. If you tell a story about someone your organization has helped and then explain that she is just one among hundreds currently benefitting from your efforts…the data ‘will indicate that [your] organization is trustworthy and effective.’
Here’s your takeaway: Merely explaining the numbers in your budget will not move people to give. Presenting facts and figures to convince people of your worthiness does not inspire them to get out their check book or their credit card. Sharing a story about how your congregation or organization changed a person’s life? Now that moves people.
It’s always important to remember the story behind your budget. Lead with story. And if you need a little inspiration, just remember Rokia.
Photo credit: Kelly @ pexels.com
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Cesie Delve Scheuermann (pronounced “CC Delv Sherman,” yes, really) is a Stewardship Consultant for the OR-ID Annual Conference. She is also a Senior Ministry Strategist with Horizons Stewardship – helping with capital campaigns and encouraging more generosity. For 25 years, while working as a volunteer and part-time consultant, she has helped raise over three million dollars for numerous churches and non-profit organizations.
She’s sad that AGT is over, but here’s a fabulous light show from one of the finalists that will inspire and wow you.
You can reach Cesie at inspiringgenerosity@gmail.com, at CesieScheuermann.com, or at cesieds@horizons.net. Want to schedule a meeting? She’s got you covered!
Schedule a meeting now.
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