It's NOT What They Say

It's What They DO

Besides death and taxes, one additional thing you can count on from people, is that we're really inconsistent and we don't often know what we want or like.  Allow me to explain... 

How often have you heard any of the following:

• I dislike negative political advertisements and/or will not vote for a candidate who uses them.
• I dislike shock advertisements.
• I am not influenced by advertising.
• I won't donate to organizations who send labels in the mail. 

In reality - people do respond to these things.  So while we may not like negative political advertising - we tend to vote the way they want us to.  We may not like shocking advertisements, but they get our attention and many people respond by giving, advocating and/or changing behaviours as a result of those ads. 

Sometimes, this happens because the person "saying" they don't like it, is not the person you are trying to reach.  However, they are often they the same person.  Their actions are simply inconsistent with their words.  They aren't dishonest.  They are simply... human.

Do as I say... not as I do.

People are so inconsistent - that we have a cliche' that acknowledges how inconsistent we are. When you read your survey's or conduct your focus groups - or when you're out talking with your donors... remember, that what they say they think, may not be consistent with how they act.

You must be considerate and respectful of what they say, but you must also accept and act in a manner that responds to what they do.   

Knowing what people do and inspiring them to "Do" in support of your charity, is your job.  Be aware that often there's a difference between "Say and Do" - and be prepared to negotiate the difference.