The results were “amazing,” says Goldstein. Employees in the Personal Benefit and Control groups secured the same number of pledges and raised the same amount of money as they had before the intervention.
But people in the Task Significance Group, the ones who read about what their work accomplished and how it affected the world, “earned more than twice the number of weekly pledges (from an average of 9 to an average of 23) and more than twice the amount of weekly donation money (from an average of $1,288 to an average of $3,130).”
Monday, March 29, 2010
I'm a fan of Dan Pink or rather I am a potential fan of Dan Pink, having thoroughly enjoyed his presentation on Ted talks about the science of motivation. I have bought but not yet read his latest book, "Drive".
So naturally I am following him on Twitter as it is easier to read 140 characters than a whole book... Which lead me to his blog post today... Which cited some interesting research conducted at a university fund raising operation.
University call-centre fundraisers were split into three groups. Group one were given information on the benefits of being a good fundraiser [personal benefit] ; group two were given information on the benefits their fundraising provided to those who received the scholarships [task significance] and group three were given no information [control].
Is it really that amazing?
Or just further evidence that people sell better when they understand the benefits derived by purchasers from the product or service they are selling. In this case those donating money are more likely to give it to someone who can tell them specific stories of how donations change people's lives; rather than to someone who wants to make the commission on the donation or is building his/her CV for employment after university.