Should you ever took a psychology class, you could keep in mind Abraham Maslow’s hierarchy of wants. It appears to be like like this, with “low” bodily wants on the backside and “excessive” emotional and non secular wants above.
I’m not going to argue with Dr. Maslow. However I do have an issue with the way in which his pyramid is commonly interpreted in fundraising.
I can’t rely what number of instances a Psych 101-educated fundraiser has advised me that the “low” ranges on the pyramid are indirectly much less necessary, much less worthy, even much less ethical than the “excessive” wants on the prime. That unusual interpretation of life means fundraising gives which are about meals, shelter, or different primary physique wants are much less applicable topics than the nobler excessive wants like esteem and self-actualization.
There’s an actual drawback with that: It units up a false pecking order, as if completely different wants have completely different worth — as if low wants like meals are equal to different “low” issues. As if a meals provide is sort of a crummy pop-music hit by the flavor-of-the-week movie star, whereas a self-actualization provide is a Brahms symphony.
That’s merely an incorrect view of the world. However extra to our level, it results in ineffective fundraising. The upper you go on Maslow’s pyramid, the tougher it’s to get donors to provide. Virtually each donor is happy to assist feed a hungry particular person. Not so many are prepared to jot down a examine to help within the confidence of a stranger.
Right here’s the excellent news: There’s a strategy to make Dr. Maslow a pal of your fundraising, moderately than an issue. All you must do is flip his pyramid the wrong way up. Make it a funnel. That places the “low” primary physique wants on the prime, the place they will “catch” essentially the most donors. And it permits some donors — those who need to — to filter all the way down to the “excessive” wants.
(Excerpted from The Cash-Elevating Nonprofit Model: Motivating Donors to Give, Give Fortunately, and Carry on Giving by Jeff Brooks.)
(This submit first appeared on January 9, 2019.)