Getting people to see the one child in need instead of the millions suffering is one of the most potent tools in your fundraising toolbox.
If I look at the mass I will never act. If I look at the one, I will.
Think of the two statements:
- A four year old girl has fallen down a well, she has no food and she is alone and cold – we should help her.
- 30,000,000 children are slowly dying of starvation in Africa – we should help them.
Now, which of the two statements do you think will affect people the most? As you know by now, it is the one child who gets most of the attention.
There has been a lot of speculation why our brain gets numb when we are confronted with the bigger problems – and I must say, I actually don’t know the right answer. I just know that fundraising is about making huge differences in the world – but telling people that they are making a small difference.
So when you are fundraising to save millions, talk about the one child who needs help: “Think about Diana from Congo, she has no parents, she is alone and she is hungry – will you help her and small children like her?”
So that is why 1 is larger than 2.
The death of one man is a tragedy, the death of millions is a statistic.
You should read – The Little Match Girl by H. C. Andersen – and you’ll really see how this works!