As humans and other animals approach reaching a goal, their efforts toward that goal increase. Rats run faster as they approach a food reward, and humans increase effort as they approach rewards or goals such as visual finish lines. Social scientists call this pattern of increased effort as we approach goals a “goal gradient” motivation. This matters to you as a fundraiser because donors are twice as likely to join your fundraising campaign when you reach 66% of your goal. Join the Visionary Fundraising Facebook Group Get a digital copy of David's book: Visionary Fundraising today CLICK HERE Special price $4.99 You can connect with David at www.davidoaks.net Instagram LinkedIn