BHF - Regular Giving Upgrade
Asking a loyal supporter for even more money is a very sensitive area – we don’t want to sound ungrateful or ‘over ask’ a supporter who may feel that they are already doing enough. The solution was to use ‘mental accounting’ – a behavioural science technique which makes the supporter feel that their extra gift is special and separate from their regular gift.
We designed a pack with a financial ask that came from a BHF researcher – Professor Ken Suzuki. His team’s stem cell research is close to finding a cure for heart failure. He explained that an extra donation would give him the power to find a cure faster. This made the supporter feel that their gift was an exceptional one, that would have a disproportionate positive impact. Processing fluency was also key to this campaign as the communication needed to elicit a quick and easy decision hence the use of a bangtail format and one tap donation on the email.
