Fundraising – urgency triggers action

๐”๐ซ๐ ๐ž๐ง๐œ๐ฒ ๐ญ๐ซ๐ข๐ ๐ ๐ž๐ซ๐ฌ ๐š๐œ๐ญ๐ข๐จ๐ง. This is particularly true for fundraising. The question is why? 

Last week, I witnessed an amazing fundraising campaign organised by HELP for Domestic Workers: 1200+ donors who have helped raise over HK$ 1.2 million in funds to support urgent assistance for our domestic workers. The initial goal was HK$ 300,000. 

It was incredible, but under normal circumstances (for a regular fundraising campaign) I doubt that such an amount would have been funded in such a short time. 

HELP work for domestic workers is obviously ๐ข๐ฆ๐ฉ๐จ๐ซ๐ญ๐š๐ง๐ญ. But it’s the ๐ฎ๐ซ๐ ๐ž๐ง๐œ๐ฒ of the situation that prompted people to give their well-earned money. ๐‡๐„๐‹๐ ๐ง๐ž๐ž๐๐ž๐ ๐ญ๐ก๐ž ๐Ÿ๐ฎ๐ง๐๐ฌ ๐ง๐จ๐ฐ! Not in two days, not next week, not in a month. And donors were convinced that they had to give/act now. ๐”๐ซ๐ ๐ž๐ง๐œ๐ฒ ๐ญ๐ซ๐ฎ๐ฆ๐ฉ๐ฌ ๐ข๐ฆ๐ฉ๐จ๐ซ๐ญ๐š๐ง๐œ๐ž. 

But NGOs need funding all year round to function properly, and they cannot wait for a crisis to emerge to raise money efficiently. 

Do NGOs need to “create” an artificial feeling of emergency in their campaigns to raise money? What else can trigger a donation? What emotion? Why is the cause itself not enough to raise funds? Or is it? 

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