3. Once people are asked to donate, the social pressure is so great that they get bullied into giving, even though they wish they'd never been asked in the first place. Mullaney knew that number 3 was important to Smile Train's success. That's why their millions of mailings included a photograph of a disfigured child in need of cleft surgery. While no fund-raiser in his right mind would ever publicly admit to manipulating donors with social pressure, everyone knew how strong this incentive was. But what if, Mullaney thought, instead of downplaying the pressure, Smile Train were to highlight it? That is, what if Smile Train offered potential donors a way to alleviate the social pressure and give money at the same time? That's how a strategy known as "once-and-done" was born. Here's what Smile Train would tell potential donors: Make one gift now and we'll never ask for another donation again.
( Steven D. Levitt )
[ Think Like a Freak ]
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