7 things your last minute online donors want
Gail Perry came up with a few suggestions of what you should keep in mind when you approach last-minute donors online. Here are a few lessons to take away from it:
- They want you to make it personal. According to a report published by Convio, 74% of donors said they respond most to emotional calls to action. In your solicitation letters, don’t talk about yourself. Instead, tell a personal story about the people, place, or animals you are helping.
- They want to see impact. Donors don’t give to your organization. They give through it. Show exactly what impact their donations will have. The more specific you are, the more successful you will be.
- They want to send gifts that support your cause. Offer your donors the chance to send gifts to their family members and friends in your name. An example could be “for a donation of $50 today we will send you and 3 of your family members or friends a t-shirt.”
- They want you to remind them to give. We all get really busy around the holidays. It is quite natural to miss an important appeal. Donors never want your pestering emails but they do want you to remind them of what you need and how they can help. An easy way of doing this is to send a few messages during the last week of the year that appeals to the holiday spirit of giving, emphasizes giving opportunities, and ending with a more urgent “last chance to donate” appeal.
- They want to see choice. Donors vary in how they want to give to your organization and how they want to help. If you give them options, you will optimize your donation strategy. Always make sure that each option is tied to a specific goal so you show what impact their donation will have.
- They want an easy way to give. Make your donation process simple by giving clear instructions and providing a simple form. Remember to put your organization’s address and phone number on the donation page.
- They want social proof. No one is going to blindly give to an organization or cause. They want to see results. Make sure you show your organization’s successes by showing the impact it has had on real communities and people. Highlight these on your website with real data. Personal stories and testimonials can also help make your organization stand out so be sure to include them.
For more information on how to optimize your donor strategy download our free webinar: Is the Check Still in the Mail?
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