If you’re a fundraiser or campaigner, you should find plenty of food for thought if you read between the lines of this recent NPR story, “Gamifying the system to create better behavior.” It certainly caught my attention when I heard it!

The story highlights the use of rewards to encourage specific behaviors (in this case, rewarding people for driving the speed limit by entering them into a contest to win a prize or encouraging people to lose weight by putting them on national TV), but they also address a hierarchy to rewards:
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In M+R and NTEN’s most recent eNonprofit Benchmarks Study, we found that although high dollar donors make up fewer than 2% of online donors, their gifts make up more than 18% of funds raised each year. And while many organizations receive large gifts through email and passive web fundraising, few organizations have a 4-digit donor strategy as part of their online programs.

But imagine how many 4-digit gifts you could get if you really asked for them? (more…)