Market for Donations

A few of my current courses are overlapping right now, specifically a project for a business class and the readings from my theology class. After my Habitat for Humanity trip coming up this weekend, my group is to fund-raise on campus to benefit specific projects and charities of our choosing, which we will decide through a specific decision making process. My most recent reading for my theology class (an upper level course about International Organizations and Social Justice) discussed the means by which fundraising is most effective.

From a marketer’s standpoint, this information is very useful- I can now determine that my publicity should be geared toward specific emotional circumstances or people, and the donation should have significant meaning. As part of my project, this should not be too difficult. Generally, Villanova University students enjoy participating in Habitat for Humanity projects, and are giving in nature to charities and functions around campus. Also, after this weekend, I’m sure to have some real-life stories to share with those who make donations or participate in our silent auction.

But does it seem wrong to use this information against people to help persuade them to donate? Should donating be simply because of an idea to want to, not because someone is systematically putting the idea, guilt, and immediate satisfaction into your hands?

Personally, I try not to think of marketing this way, but it is the same thing.

As a marketer for a particular product, I am employed to help determine which products meet which people’s needs and persuade them that they need to have them and their lives will be better if they purchase them. This just seems more like coercion when it comes to non-profits and donations, but in actuality, it’s the same thing. Do you NEED to have Gatorade? No, but they convince you that their product exceeds your needs and appeals to the status you want to have in the athletic world. Although an arbitrary comparison, marketing for donations is much the same. You try to convince that their donation will bring about personal satisfaction and help for the needy.

Although this idea can be heavily debated, I believe that marketing towards your audience, even if for soliciting donations, remains effective and moral. Besides, if someone thinks your being immoral, at least it’s for a good cause? 😉

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