What’s the psychological trick in getting people to donate to a crowdfunding charity?
Two professors who studied this noted:
(i) that if you feel like you are the “tipping point” in getting the charity over its target goal, you’re more likely to give, and
(ii) not wanting to let prior donors down was more important than not wanting to let the beneficiary of the charity down. The feelings of responsibility and guilt were directed towards fellow donors which appears counter-intuitive.
The researchers suggest that crowdfunders break their campaigns down into a number of small goals in order to better motivate givers and “create a chain of tipping points.”