Helping Donors Choose YOUR Organization: Using Image Theory to Change People's Minds

There is a growing body of literature on why people give. But less is said about how people make the choices they do when deciding to donate to one organization versus another, to support one cause and not a related one, to respond to one appeal instead of others. Image theory is the tool to glean such knowledge and, in effect, predict donors' behavior. Here are some of the ways to use your understanding of image theory to garner more funds for your organization: 1. Gather information about potential donors' giving choices. 2. Use this information to check how well your organization and your solicitation fit with each donor's giving pattern. 3. If no candidates pass the screening, repeat the process with a new set of potential donors. 4. Fine-tune your marketing materials to appeal to donors' desire to become their ideal selves.