How to Compel Others to Give
Edward Norton on January 5, 2011, 12:00 AM
Raising money from people who are passionateabout a particular cause is easy, but how doyou convince those who have no connection toan issue to give their time and money? Edward Norton offers BigThink some tips, based on his own experiences as a fundraiserand entrepreneur:
1) Leverage Relationships:
The best and most basic way to getpeople to give is to ask them to support you more so than thecause itself, says Norton. "Essentially, you are saying, 'Here'ssomething I care about; will you back me?'" This is often morecompelling than, "Will you back this cause?"
2) Don't Patronize:
"You’re not going to get people by scoldingthem or trying to seem like you’re a better person ethic
allybecause you do X, Y and Z," says Norton. "'Should' is not aparticularly great driver."
3) Make It Cool:
"Ask yourself, 'What is fun about this? What’s
going to make it more interesting than another weekend watchingTiVo,'" Norton advises. "You want your fundraiser to seem like anadventure that they want to take part in. You want it to be an