Human touch is the first sense to develop, is the only sense that continues to develop as we get older, and is the last to fade later in life. It is a social, active, informational, and useful perceptive system that connects us to the outside world.
Tactile information is the first to be processed in the chain of information properties. It elicits human emotion and there is strong evidence for neural connections between the somatosensory cortex (informs us of external environment) and the brain regions involved in the processing of emotions.
Doing is better than hearing
The most powerful fundraising tool is your ability to tell a story that connects with your supporters. Hands-on demonstrations are more powerful than just telling a story.
Human touch is a basic need. It is scientifically proven our skin contains receptors that directly elicit emotional responses. Manually exploring the suffering and challenges faced by those benefiting from your organization’s efforts is a valuable opportunity to help supporters understand how important their contribution is to making a difference. It allows the gathering of information that will be retained in their sensory memory.
Following that up with the story of your organization, you should ask them to reach into their pockets and take out their cell phone. Remind them they are holding a powerful tool that can easily fuel future work. Then, verbally walk them through the entire donation process.
From opening a new text message to typing in the keyword, their name and donation amount and hitting send to completing the donation form and seeing their name on the live thermometer. Show them, in real time, what to do on their own phone. They have the power to transform an everyday object (their phone) into a super hero for change.
Human touch brings understanding and increases donations
Educate supporters through an activity by setting up a demo station where people can physically participate in a creative variation of the struggles or obstacles that your organization addresses. Do you supply safe water in impoverished countries like Water For Good? Put weighted buckets out for people to see how heavy it is. Include a testimonial or visual aid that highlights how their donation means the children of a specific town no long have to haul those heavy buckets of water miles to their village every day. Let supporters experience the suffering in a way that creatively provides insight and compassion. In turn, that will spark an emotional connection and empathy that will want to contribute to ending that suffering.
By Jessica Bernstein, MobileCause Marketing Manager