I met Yoko Nakano at SXSW during our panel discussion about SXSWcares. After things settled down at bit in the campaign, I asked Yoko to share her thoughts on fundraising for SXSWcares. Check out some of her scientifically-ground tips on how to get your friends, family, and coworkers to give.
Tell us a little about who you are.
I am a User Experience designer currently working at a digital interactive agency in Los Angeles, CA. I was born and raised in Japan until I was about 15 and lived in various cities in the US since then.
Why did you decide to fundraise for SXSWcares/SXSW4Japan?
Having family in Japan, I have to be braced for events like this but knowing it could have affected my life in ways I don’t want to imagine, it really made me want to do something to help. It was a coping mechanism, a way to deal with the pain and helplessness I felt after I started to understand the scale of the devastation.
What methods are you using to get people to come to your page?
I could not have met my goals without my friends and coworkers. I first posted the link to various social network sites – Facebook, Twitter and LinkedIn. Then I sent emails to coworkers and social activity groups. Many people were already asking to make sure my family was ok and wanted to know if there was anything they could do so I asked them to help spread the word.
What has been the most difficult part of fundraising?
Mustering the courage to ask people for money. It’s always awkward (at least for me) even when it’s for a good cause. You just have to remember it’s not about you and people do want to help.
Any tips you’d like to share with other fundraisers?
Most importantly, don’t forget to set examples by working hard and giving the most you can. People will notice how much this means to you and want to help out. Technology is there to help but at the end of the day, it’s about the human connection. Make sure to follow up and thank those who have contributed.
Don’t let the doubt that you might not achieve your fundraising goal deter you from starting something good. People can be more generous than you think. And use the momentum you gained to adapt a more giving lifestyle and keep reaching out. Working for something bigger than yourself is a great catalyst for getting over petty, interpersonal misgivings. Seeing how hard other people work made me think there’s so much more I need to and can do.
On the more tactical level, it’s important to understand the science behind human behaviors. Try to tell a compelling story, make the target action simple and easy and make sure that people have access to the trigger (your site) to complete the action. BJ Fogg talks about motivation, ability and trigger as elements for successful behavioral change. Understanding basic game mechanics is also helpful. It’s important to set attainable goals (you can always increase later) and celebrate the successes. Remind people about the urgency of giving now (time pressure). Matching contribution is also a great motivator (shared achievements).
