The IKEA effect, a cognitive bias where people place higher value on things they helped create, offers key insights for effective campaigns. Also known as “effort justification,” it shows that people become more attached to outcomes when they’ve contributed effort, no matter how small.
To leverage this effect in campaigns, start with simple tasks—like signing a petition or sharing a post—that require minimal effort, but create a sense of participation. Gradually increase involvement by inviting the audience to contribute ideas or attend events, deepening their connection and ownership of the campaign and their eventually their identities.
Participation and engagement is especially imperative to nonprofit organizations. When individuals recognize the value in their contributions, they become more invested in your shared values. By creating easy entry points for involvement, we can gradually deepen their commitments and reduce risk-aversion. Gradual buy-in will increase the likelihood of making donations and helping to spread awareness.
The IKEA effect shows that people cherish what they help build. By starting small and building gradually, you can turn passive supporters into active champions, increasing the perceived value of your mission.