Turning guilt into political dollars

If donors get the sense that their lack of donations is disappointing people, it might trigger their donation impulse, since, when it comes to fighting for an important cause, people inherently want to be seen as doing their ‘fair share.’

Ontario Progressive Conservative Party, led by premier Doug Ford, wants me to feel guilty, says Gerry Nicholls, of the party's fundraising campaign. Sometimes you have to jolt people into giving, because it’s important to bear in mind that the longer a donor goes without making a donation, the greater the odds he or she will eventually lose total interest in your cause. The Hill Times photograph by Andrew Meade

Opinion

BY GERRY NICHOLLS

July 15, 2021

OAKVILLE, ONT.—The Ontario Progressive Conservative Party wants me to feel guilty. Indeed, the party recently sent me an email solely for the purpose of making me feel bad about myself. Bearing the subject heading, “Gerry is this right?” the email opens up in bold letters with this accountin...

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