What Converts Better, Story Or Data?

I’m a logical person. I get persuaded by facts and figures. But turns out I’m in the minority.

A Carnegie Mellon University study comprehensively tested the effectiveness of using either a story or data to persuade people to donate to an African charity. The data pitch spoke about food shortages, lack of rain, and millions of homeless people. The story pitch spoke about Rokia, an African girl who was starving. The test subjects were shown her photo and asked to donate to help her directly.

On average, the data subjects donated $1.14 each. And the story subjects donated $2.38 each, more than double the amount.

Even more interesting, the researchers thought they would get smart and try to combine facts with the story of Rokia. But the third test, the facts plus story, only got $1.43 per person.

“If I look at the mass, I will never act,” said Mother Teresa. “If I look at the one, I will.”

If you want people to act, the data says to tell them a story!

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