The Walk Is Dead
Maybe it is time to accept that walk is dead. Maybe enough people have done walk that we just can’t attract enough participants. Maybe the digi-verse gives them a new way to fundraise, and they don’t need to face-to-face with each other. Maybe no amount of lipstick is going to dress up this pig.
“Peer-to-Peer Fundraising Thirty” shows a decline in the top P2P events in the industry. Heads are rolling in P2P departments across the nation and staff members are hopping like Mexican jumping beans from organization to organization, finding in the new venue exactly the fire they just left. Maybe it’s not the people; maybe it’s not the effort.
I was on the telephone with a person in charge of a lot of P2P revenue. I asked, “Is walk dead?”
The answer was half snort, half chuckle. We were in agreement.
The walk as a fundraising medium is only in decline because we have created a self-fulfilling prophecy. In our quest to make walk bigger and better, we’ve been drawn away from its primary draw–as a way for us to be in close emotional and physical proximity to those who are like us. In designing around entertainment instead of connection, we have caused the decline ourselves.
Walk is not about walking; it is about humans connecting to each other. A walk is just a gathering. It is a party. It is a church service. It is a club. It is a parade. It is a dinner. It is all of those things. All of these things share one thing in common. Walk is a way to gather with clear expectations what will happen and who will be there. It is an event where my emotional need to be with my people is met. Walk means gather.
Walk is a way to set expectations about what will happen that day. It is like etiquette–an artificial construct set to help people know how to behave and what to expect. Walk is like going into a McDonalds in any city in the U.S. You know what to expect. While variations on walk can make the experience better or worse, I still know it is a walk, and at McDonalds, I still know I can get a Big Mac and a Diet Coke with fries anytime, anywhere.
A walk is a community and an opportunity for people to surround themselves with others who share something in common. With walks sponsored by health-care nonprofits, this is often a medical condition affecting themselves or a family member.
Across a wide range of experiences, people choose to be with those who are like themselves. Research has shown that people with similar beliefs, values and interests tend to stick together. When given a choice, they choose to interact socially with like-minded people. A study published in Group Processes & Intergroup Relations concluded that people seek out others who are similar to them because their interactions are “smoother and more pleasant.” This is the same experience they enjoy in their communities of family and friends.
As long as humans need to gather, need to heal, need to be heard and seen, need to grieve, need to give, there will be walk—whatever we call it.
Katrina VanHuss and Otis Fulton have written a new book, Dollar Dash, on the psychology of peer-to-peer fundraising. Click here to download the first chapter, courtesy of NonProfit PRO!
Katrina VanHuss has been instilling passion in volunteer fundraisers since 1989 when she founded Turnkey. Otis joined in the fun in 2013 as Turnkey’s resident human behavior expert. One thing led to another, and now as a married couple, they almost never stop talking about fundraising, volunteerism and human decision-making, much to the chagrin of most dinner companions.
Through their work at Turnkey, the pair works with the likes of the American Lung Association, Best Buddies, Leukemia & Lymphoma Society and the Cystic Fibrosis Foundation, using human behavioral tendencies and recognition to create attachment and high fundraising in volunteers.
Katrina and Otis present regularly at clients’ national conferences, as well as at BBCon, NonProfit Pro P2P and Peer to Peer Forum, and are the co-authors of the 2017 book, Dollar Dash. They live in Richmond, Va.