15% fewer donations if 2 children are shown instead of 1
To increase donations, make the subject of your campaign more relatable. This can be done by explaining how donations will be used for a particular case, for example. Research by Vastjall showed that when 2 children were shown instead of 1, there were 15% fewer donations. If 8 children were shown instead of 1 then the donations decreased by 50%!
This is due to "compassion fade": our compassion decreases as numbers increase. It’s easier for us to feel empathy and compassion for 1 individual or a group that is seen as 1 unit (e.g., a family), than for groups of unrelated individuals. The motivation to donate is also driven by feelings of affection. When the total number of those in need increases, then feelings of affection decrease. This is because we process a lot of information unconsciously and the unconscious brain has difficulty processing large numbers. Crucially, the unconscious brain is needed to start engaging in the desired behaviour (donating). Therefore, simply presenting the problem with some statistics (e.g., thousands of people need help) does not work.
A good example of making donations more relatable is that of Govani, the lion, from the Stichting AAP campaign. Here, they’re not talking about “the lions” or “the exotic animals”, but about one specific lion. Wouldn’t you want to help him?
If you want to increase donations, make sure the communication is centered on one individual in need or a group shown as a single unit.
