Fundraising: Beware the Survey: A donor's present self and future self

By Otis Fulton, Ph.D. and Katrina VanHuss

My kids would say sometimes I don't listen. And sometimes, I don't.

I watch. For example, my kid says, "I will mow the grass and be most happy to receive the modest stipend you offer for this effort, dearest mother." But after nightfall the grass is uncut. My little survey failed to deliver accurate information. You are thinking, "Your kid is lazy." And, yep, sometimes that is so.

But what really happened is that his Present Self answered the question to the best of his ability. "Not a terrible chore and I need the money," he thought. But his Future Self, who got signed up to mow the grass, did not buy in. "I'm tired. I don't want to take another shower. I don't want the money that badly." Those are effectively two different people with two different sets of circumstances and two different decision-making data sets that led to two different outcomes.

While having a barbecue in the backyard with uncut grass is not a tragedy, planning an event based on information collected in the same way can be.

Last year I attended the newly formed Engage Peer-to-Peer Conference. Lots of really smart people in the peer-to-peer fundraising industry were sharing ideas with great value.

But I kept hearing some phrases in the room that made me wince: "Our fundraisers don't think …" and "Our fundraisers don't want …" and "The feedback I get is …" I interpreted those phrases to mean, "We asked them, and this is what they said, so we took action based on their answers." They were typically talking about Present Self answers.

If we make decisions and plans based on those answers, we are most often surprised and disappointed when the surveyed group does not behave as expected. And, in a worst-case scenario, our "survey" is actually composed of taking phone calls from a few incredibly vocal advocates for the way things ought to be. Reacting to that sort of data is like taking the average height of a basketball team composed of one 8-footer and four 5-footers. That data set does not tell a true story, and if we plan and make decisions based on it, we fail.

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Otis Fulton, Ph.D. Author's page

Otis Fulton, Ph.D., spent most of his career in the education industry, working at the psychometric research and development firm MetaMetrics Inc., Pearson Education and others. Since 2013, he has focused on the nonprofit sector, applying psychology to fundraising and donor behavior at Turnkey. He is the co-author of the 2017 book, ”Dollar Dash: The Behavioral Economics of Peer-to-Peer Fundraising” and is a frequent speaker at national nonprofit conferences. With Katrina VanHuss, he co-authors a blog at NonProfit PRO, “Peeling the Onion,” on the intersection of psychology and philanthropy.

Otis is a much-sought-after copywriter for nonprofit fundraising messages. He has written campaigns for UNICEF, St. Jude’s Children’s Research Hospital, March of Dimes, Susan G. Komen, the USO and dozens of other organizations. He has a Ph.D. in social psychology from Virginia Commonwealth University and a Bachelor of Arts from the University of Virginia, where he also played on UVA’s first ACC champion basketball team.

Katrina VanHuss Author's page

Katrina VanHuss has helped national nonprofits raise funds and friends since 1989 when she founded Turnkey. Her client’s successes and her dedication to research have made her a sought-after speaker, presenting at national conferences for Blackbaud, Peer to Peer Professional Forum, Nonprofit PRO, The Need Help Foundation and her clients’ national meetings. The firm’s work is underpinned by the study and application of behavioral economics and social psychology. Turnkey provides project engagements, coaching, counsel and staffing to nonprofits seeking to improve revenue or create new revenue. Her work extends into organizational alignment efforts and executive coaching.

Katrina also regularly shares her wit and business experiences on her and Otis Fulton's NonProfit PRO blog “Peeling the Onion.” When not writing or researching, Katrina likes to make things — furniture from reclaimed wood, new gardens, food with no recipe. Katrina’s favorite Saturday is spent cleaning out the garage, mowing the grass, making something new, all while listening to loud music by now-deceased black women, throwing in a few sets on the weight bench off and on, then collapsing on the couch with her husband Otis to gang-watch new Netflix series whilst drinking sauvignon blanc.

Katrina grew up on a Virginia beef cattle and tobacco farm with her three brothers. She is accordingly skilled in hand to hand combat and witty repartee — skills gained at the expense of her brothers. Katrina’s claim to fame is having made it to the “American Gladiator” Richmond competition as a finalist in her late 20s, progressing in the competition until a strangely large blonde woman knocked her off a pedestal with an oversized pain-inducing Q-tip. Katrina’s mantra for life is “Be nice. Do good. Embrace embarrassment.” Clearly she’s got No. 3 down.

Fundraising Connection: Beware the Survey