During a riff around not-for-profits, Seth Godin says that anytime someone donates $50 to charity, it’s because they’re getting $75 worth of value. So to them, it’s a bargain!
This definition makes sense anytime we make a financial transaction and buy something. We’re only spending money on things that are valuable to us.
This has completely reframed the way we think about giving and donations.
Each donor then, depending on their particular worldview and context, will see/feel/experience this value differently.
Most of the time, this value from a donation (or any purchase for that matter) relates to stories and emotions.
The story they tell themselves about the kind of person they are.
Or the story they tell others (eg their family, friends, or colleagues) about themselves, either in person or digitally eg social media.
Or the stories others tell about them.
Noticing these implicit and explicit narratives is critical in putting our work into the world.
If we try and reach people with a mismatched worldview, they’ll not likely value the change we’re making and pay $0 (ie not donate).
And even if we find people who share our worldview, if our stories and invitations don’t align with their values, they’re not going to appreciate how valuable their giving could be, so will donate less or not at all.
What are the world-views and values of the people you’re trying to change? And how often do you consider this as you engage them in the change you’re offering?
Potentially Kinetic 