๐๐ซ๐ ๐๐ง๐๐ฒ ๐ญ๐ซ๐ข๐ ๐ ๐๐ซ๐ฌ ๐๐๐ญ๐ข๐จ๐ง. 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 ๐ข๐ฆ๐ฉ๐จ๐ซ๐ญ๐๐ง๐ญ. But it’s the ๐ฎ๐ซ๐ ๐๐ง๐๐ฒ of the situation that prompted people to give their well-earned money. ๐๐๐๐ ๐ง๐๐๐๐๐ ๐ญ๐ก๐ ๐๐ฎ๐ง๐๐ฌ ๐ง๐จ๐ฐ! Not in two days, not next week, not in a month. And donors were convinced that they had to give/act now. ๐๐ซ๐ ๐๐ง๐๐ฒ ๐ญ๐ซ๐ฎ๐ฆ๐ฉ๐ฌ ๐ข๐ฆ๐ฉ๐จ๐ซ๐ญ๐๐ง๐๐.
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?
J Consulting 