Point-of-Sale Program Success: The Power of One - dummies

Point-of-Sale Program Success: The Power of One

By Joe Waters, Joanna MacDonald

“If I look at the mass, I will never act. If I look at the one, I will.”

— Mother Theresa

Human beings have a basic flight-or-fight response to imminent danger, which forces primitive minds to limit its choices and, interestingly, humanity.

For example, a problem like AIDS in Africa that affects millions and millions of people can short-circuit humanity because that level of suffering is almost impossible to comprehend.. However, the waves of individual stories of tragedy that follow a disaster, like the Japan earthquake, evoke a knee-jerk humanitarian response.

The lesson here for cause marketers isn’t new, but it is worth repeating. Numbers are “human beings with the tears dried off” and don’t move donors to give. Urgent, emotional, and personal images and language do. This advice is true whether you’re communicating with a donor in person or through a pinup sold at a store register.

You can whet your appetite for crafting a personal, emotional appeal by scanning the QR code to the left and watching the video “Strong as Iron” from The Jimmy Fund, the fundraising arm of the Dana-Farber Cancer Institute.