Back in February, we talked about how humans have scope insensitivity; that is, they don’t look at the scope of a problem. This manifests that we are more likely to give to an individual story than to a global problem; it also means that we are willing to give just as much to help save 2000, 20,000, or 200,000 birds. Even though the problem is greater, we have the same mental bucket for the amount we are willing to allocate.
What if you could change this with your copy?
It turns out you may be able to.
Hsee et al experimented with a way to combat scope insensitivity called unit asking. The method is deceptively simple: before asking how much a person would give to support a group of needy people, ask how much the person would be willing to give to support a needy person.
The psychology here is brilliant: by setting a mental anchor for an individual person, suddenly the scope of your program is working for you instead of being a spectator in your ask.
Their first experiment was with a survey: people were asked how much they would donate to help 20 children in need. Half of the audience had a preceding question:
“Before you decide how much to donate to help these 20 children, please first think about one such child and answer a hypothetical question: How much would you donate to help this one child? Please indicate the amount here: $____.”
People who got this priming question expressed a willingness to donate more than twice as much as the control group ($49 versus $18).
Then, like good researchers, they wanted to see if this would actually have an impact in the real world. They worked with a company in China that was raising money among its 800 employees to help 40 school children in the Sichuan province, which had just gone through an earthquake.
The company emailed its employees, half with a unit ask, half without. Average gifts went up 65% among those asked to envision what they would give to support one children first. Additionally, response rate was unaffected (actually, response rate was slightly higher with the unit ask, but not significantly so).
They then tested the wording in the mail, with even bigger results — those who received the unit ask first had gifts that were four to five times higher than those who received a plea for the 40 children alone.
So, if you have a large number of people affected, ask how people would treat one person first. Here, we return to the wisdom of Mother Teresa again:
That probably works for numbers that people can picture. I can picture one child, multiplied by 40, to get 40 kids. What do you do if you are working with numbers large enough that people can’t picture it? We’ll talk about that tomorrow.