Ashley Fetters has written an interesting pice in GQ magazine titled, The Rise of the ‘Rage-Donation’. A fun read.

What she’s talking about is the flood of post-election donations to nonprofits in the US. Here’s the opening …

“Someone I know told me recently that he’s picked up a new habit since the election of Donald Trump: Every time he gets angry watching the news or reading his Facebook feed, he makes a donation to a nonprofit whose cause he believes in. He likes to choose donation recipients that help “offset” whatever’s pissing him off. These days, he says, sometimes he finds himself donating to Planned Parenthood; other times, the American Civil Liberties Union.

“He’s made at least five donations this month.

“It’s not the first story I’ve heard that combines hopelessness or blind fury (or wine-drunk despair) with contributions to charity.”

A bit later she coins the term:

“Welcome to the age of the rage-donation, the act of feverishly throwing money at a cause you believe in because you just don’t know what the hell else to do. (Perhaps you’ve also met its cousins, the guilt-donation and the despair-donation.)”

She observes:

“It’s probably not a coincidence that this is happening at a time when donating requires startlingly low levels of effort. In 2017, it takes all of about three minutes to make a one-time contribution online. Automated services make it easy to set up recurring, direct deposit-like donations from private citizens to 501(c)3 organizations…”

And finally, to make it easier still …

“Or, what the hell—maybe even an app that automatically donates to a charity of your choosing every time President Trump tweets.”

What do you think?

  • Is all that ‘rage’ out there making it too easy to raise money?
  • How soon will we encounter ‘rage fatigue’?
  • And most importantly, to paraphrase Carol King: “Will you still love me, tomorrow next year?”

Go ahead, take the rage-donations. But that’s the easy part.

Just doing that is like taking candy from a baby. Earn those donations … show you deserve them by delivering both program and service beyond expectation.

Convert the rage to trust and commitment and your group will outlast any president.

Tom

P.S. Of course one could ask, is this really new? This is not just a President Trump phenomenon. You can bet your bootie that President Obama generated a heap of ‘rage-donations’ in his day. I remember giving a few rage-donations during the Nixon scandal. I’ll bet you’ve given one or two! Did you stick with those groups?
P.P.S. Thanks to Kristin McCurry at MINDset Direct for the pointer.

This article was posted in: Communications, Donor acquisition, Donor retention / loyalty / commitment, Mobile marketing and fundraising, Online fundraising and marketing.
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