Do You Want to Raise More Money?
There are three leading reasons why donors do not give you any money, or make a higher average gift.
That being said, as a fundraising professional for a nonprofit you know there are a variety of factors that influence response. Some you can control and others you can’t.
Let’s focus on what you can control. Specifically, do these poorly and they become 3 reasons why people won’t give:
- Tell donors how their money will be used – in a way they can relate to (e.g., avoid huge statistics and dollar amounts); in a way that shows you’re an efficient steward of their money; and in a way that clearly shows they’re helping you to make a difference. Oh, and don’t overdue the doom and gloom because donors won’t believe they can make a difference if you don’t share “hope” in your story.
- Stir donor emotions with compelling copy – whether buying a widget or donating to a cause, people from all walks of life make decisions primarily based on emotions. I’m not limiting this to the tear-jerking emotions! You have a multitude of emotions to choose from. But you also need to back it up with the facts and logic that they’ll need to “justify” parting with their money.
- Show appreciation and understanding – Be very grateful for their donations and SAY THANK YOU. Send a letter within a week or two of receiving their donation. Show your gratitude whenever and wherever possible. And by “understanding” I mean recognizing that no two donors are alike. For example: Some like to send checks and others prefer credit cards; some like direct mail and others email; some want to help in ways other than sending money; and essentially all donors prefer that every single communication from you is NOT another request for money.
In a nutshell: Deeply stir donor emotions as you tell them what they want to know through compelling copy. Stories are ideal for this. Include facts and figures they can relate to – something they might encounter in their daily lives – to support their emotions with logic. You must also be very flexible in your fundraising and make everything easy for your donors. And finally, express gratitude freely and quickly.
