WHY + NON-PROFITS
“WHY SHOULD I?” PART ONE.
I received The ‘Ove’ Glove as a present recently. You’ve probably seen it advertised on TV, showing how it helps you avoid burned hands in the kitchen.
Within the packaging was a Purchase Registration form, asking for all my contact information PLUS the answers to a host of questions, e.g. what do I like best about it, do I plan to purchase a second one, etc.
I’m all for market research and was willing to dedicate 5 minutes or so to fill out and return their questionnaire. But then I saw the reply envelope. They want me to pay the freight to get the questionnaire back to them!
Why should I?
“WHY SHOULD I?” PART TWO.
ING Direct mailed me a fairly compelling acquisition package. The application form was short and simple, and I can envision that a lot of people might be tempted to fill it out so they can join the ranks of ING Direct customers.
But I was dumbfounded.
It was optional for me to tell them how long I wanted my money invested for. And I didn’t need to tell them my phone number or email address (even though ING Direct is an online bank and you’d think they’d want my e-address).
But while they didn't want that info, they insisted that I give them my Social Insurance Number. Hey, only the government requires that, because it provides access to wide-ranging personal information. They also insisted that I tell them my occupation; otherwise, I can't become a customer.
Give you sensitive details about myself, Mr. ING Direct? Why should I?
TIP: People don’t mind doing things if you give them a good reason. It’s the same with providing them with information. But one of three things is required: (1) there has to be a perceived benefit (2) it has to make obvious sense or (3) you have to give them a rationale behind the request.
Otherwise, the respondent-to-be is going to ask one very important question: Why should I?
NON-PROFITS
Does the same tip hold true for non-profit organizations? Absolutely.
You see some of them asking questions on their surveys that leave you shaking your head as to why they would want that information. They're questions that certainly leave me asking, “Why should…
Dr. Bob?”
symbiomarketing@telus.net
I received The ‘Ove’ Glove as a present recently. You’ve probably seen it advertised on TV, showing how it helps you avoid burned hands in the kitchen.
Within the packaging was a Purchase Registration form, asking for all my contact information PLUS the answers to a host of questions, e.g. what do I like best about it, do I plan to purchase a second one, etc.
I’m all for market research and was willing to dedicate 5 minutes or so to fill out and return their questionnaire. But then I saw the reply envelope. They want me to pay the freight to get the questionnaire back to them!
Why should I?
“WHY SHOULD I?” PART TWO.
ING Direct mailed me a fairly compelling acquisition package. The application form was short and simple, and I can envision that a lot of people might be tempted to fill it out so they can join the ranks of ING Direct customers.
But I was dumbfounded.
It was optional for me to tell them how long I wanted my money invested for. And I didn’t need to tell them my phone number or email address (even though ING Direct is an online bank and you’d think they’d want my e-address).
But while they didn't want that info, they insisted that I give them my Social Insurance Number. Hey, only the government requires that, because it provides access to wide-ranging personal information. They also insisted that I tell them my occupation; otherwise, I can't become a customer.
Give you sensitive details about myself, Mr. ING Direct? Why should I?
TIP: People don’t mind doing things if you give them a good reason. It’s the same with providing them with information. But one of three things is required: (1) there has to be a perceived benefit (2) it has to make obvious sense or (3) you have to give them a rationale behind the request.
Otherwise, the respondent-to-be is going to ask one very important question: Why should I?
NON-PROFITS
Does the same tip hold true for non-profit organizations? Absolutely.
You see some of them asking questions on their surveys that leave you shaking your head as to why they would want that information. They're questions that certainly leave me asking, “Why should…
Dr. Bob?”
symbiomarketing@telus.net
posted by DoctorBob | 10:31 AM
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