Nonprofits thrive when they successfully attract and retain donors. Traditionally, many organizations directly ask potential supporters to donate upfront, especially through online campaigns. But recent research suggests there's a smarter, more effective approach—start by asking for their opinion, not their money.

👣 Understanding the Foot-in-the-Door Effect

Before diving deeper, let's clarify what "foot-in-the-door" means. It's a psychological tactic where getting someone to agree to a small request first (like expressing an opinion) makes them more likely to agree to a larger request later (such as donating money). Essentially, it builds initial agreement, making subsequent asks easier.

🔗 What is Escalation of Commitment?

Another critical concept here is "escalation of commitment." This theory explains that once individuals take a small action toward a goal—like offering their opinion—they're inclined to continue supporting that goal further. Each step builds on the previous one, increasing their overall commitment.

🔍 The Experiment: Opinions vs. Donations

Researchers Andrea Pittarello and Tehila Kogut conducted three experiments with over 1,200 participants to see whether soliciting opinions before donations could boost donor engagement and contributions.

Participants were either directly asked for donations or first asked for their opinions about the campaign before being asked to donate. The results consistently favored the opinion-first strategy.

📚 Why Opinions Matter

When asked for their opinion first, potential donors showed greater willingness to learn about the nonprofit’s mission. This increased engagement led to a deeper emotional connection to the cause and ultimately higher donations.

Specifically, here's what they found:

Experiment 1: Those who were asked for opinions first became more interested in learning about the cause, which directly increased their likelihood of donating.
Experiment 2: Combining an opinion request with a subsequent donation request was significantly more effective than only asking for donations upfront.
Experiment 3: The more information people consumed after being asked their opinion, the stronger their emotional connection and the larger their donations.

❤️ Building a Personal Connection

Soliciting opinions also made potential donors feel their views mattered, fostering trust and a stronger bond with the organization. This personal connection motivates donors, making them more inclined to support financially.

💡 A Simple, Effective, and Affordable Strategy

This research offers nonprofits an actionable insight: asking prospective donors for their opinions before requesting donations is not just effective; it's simple and inexpensive to implement. This approach enhances donor engagement, fosters trust, and ultimately boosts donations.

🚀 Takeaway for Nonprofits

If you're looking to increase your nonprofit's fundraising success, start by engaging potential donors with meaningful questions about your campaign. Their increased commitment and emotional connection will translate into higher support for your mission.

Opinion First, Donation Later: A Proven Fundraising Strategy