Add Hope

It’s a great drive by KFC to encourage customers to donate to a worthy cause. Feed a hungry child by adding two Rand to your meal. A great example of cause marketing. (Case study here.)

It’s an initiative I support. It just makes sense to ask people you buy take-aways to help feed hungry children. They have the means, and they probably feel a little guilty. You alleviate this guilt by giving them the opportunity to buy into something positive. Hope.

But mostly, I do this because I am asked. When you finish your order, instead of “Would you like some fries with that?” the cashier asks, “Would you like to add some hope?” Well off course I would! That is until you don’t ask me.

The trick with a voluntary opt-in system is that you have to pose the question. If you don’t, the behavioural economics driving the behaviour change is not activated. It’s not self-sustaining.

My cashier didn’t ask. I didn’t add.

It begs the question. How much more could we give by training?

What impact would we make by prioritising the ask?

Annie Spratt

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