Determining what donors believe to be the core purpose of a nonprofit organization is important when making appeals for donations. However, in order to be truly effective in development campaigns it is important to understand exactly what that purpose means in rational real world benefits, emotional benefits, and how those tie into core values.
We help identify and understand these critical purpose-value associations in our Donor Enhancement Research using our new Values-Centered Purpose Assessment (VCPA). While the methodology is new to the non-profit sector, we have proven its effectiveness in the political world, linking political issues and core values to speak to the hearts of voters.
After conducting the Donor Enhancement Research study, the survey data is coded and “mapped” to show the connection between purpose, rational benefits, and emotional benefits, and core values. This mapping shows the components and drivers of human decision-making.
The analysis is based on the fundamental behavioral psychology observation that we persuade using reason but motivate using emotion and values, tapping into the emotional component of personal values. The most effective messaging will provide both the rational “reason why” but also appeal to underlying values, which are ultimately what motivate people.
In a hypothetical VCPA analysis, the core purpose of an organization may be found to be to feed the poor. The VCPA will then be used to understand the functional or rational consequences, which may include keeping children from starving, decreasing social unrest, and increasing the potential of the underprivileged. The psycho-social or emotional consequences may be found to center on the creation of a nurturing relationship, safety, and pride in creation. Finally, the core values that these consequences speak to could be the protection of the weak, protection of the family, and equality. Combining all of these, while focusing on the core values, will create the best resonance in appeals.
When combined with a full messaging study and a Donor Enhancement Research project, the VCPA tool will ensure marketing dollars are used most effectively in any development campaign.
