How to Properly Ask for Donations
Who are you asking?
Donors give to causes because they believe in what those causes stand for. And charities know that people don’t donate unless they feel like they’re making a difference. So, how do you decide whom to ask for money?The answer depends largely on whether you're starting up a new organization or trying to raise funds for an existing group. If you're starting a new nonprofit, there are current donors and prospective ones. You'll want to find the former first, since they're already invested in your cause. Prospective donors are ideal for fundraising purposes; they're just waiting to hear about your work.
For an established nonprofit, there are first-time donors, one-time donors, and major donors, among others. First-time donors are likely to be younger than older donors, whereas major donors tend to be older. In addition, some organizations focus on specific demographics such as women, young adults, families, etc., while others target everyone. Your choice here will depend on where you think your biggest opportunities lie.
Next, you'll want to figure out who you want your potential donors to be. This is called donor segmentation. Think about your audience — both current and prospective — and determine who they fit into. Then, you'll want to make sure that you're reaching out to each type of person.
You might start off by asking everyone you've ever blinked at. But once you've gotten some traction, you'll probably want to narrow down your list to the most appropriate recipients.
Once you've figured out who you want to talk to, you'll need to set up the best way to reach them. Email is still king, but social media is becoming increasingly important as well.
Customize message
If you want to make sure that you get a donation, it helps to know what motivates donors. What are their interests? How do they like to give? And how does your organization connect with those things?
You can use this information to craft your fundraising appeals. A study published in the Journal of Consumer Research found that people donate more money to charities that match their personal interests. This makes sense because we tend to feel closer to causes that align with our values.
The same holds true for fundraising appeals. When you tailor your message to the person receiving it, you increase the chance that they'll respond positively.
For example, if you know that your friend likes donating to animal shelters, consider including photos of dogs and cats. Or if you know that she enjoys volunteering, include pictures of her helping others.
In addition to matching your audience's interests, you can also appeal to their emotions. People respond well to messages that are sincere, friendly, and positive. So don't be afraid to express gratitude or offer encouragement.
Finally, be specific when requesting funds. Donors appreciate knowing exactly where their dollars go. They also appreciate being able to see examples of the work their money supports.
How will you ask?
1. Email Campaigns
Email is still king. In fact, according to the Direct Marketing Association, emails generated $43 billion in revenue in 2017 alone. This number is expected to grow to nearly $65 billion by 2020. As a result, email continues to be a great place to start when planning multi-channel fundraising campaigns.
2. Text messages
Text messaging is another great option for raising awareness and driving donations. You can use SMS to send out a special donation message offer to your supporters. Or you could let people know about upcoming events or opportunities to donate.
Texting works particularly well for smaller nonprofits because it's easy to set up and inexpensive. Plus, recipients don't always have to opt-in to receive texts; they can simply respond to the message and make a direct donation. You can also send follow-up texts for additional donations.
3. Social media
Social media platforms such as Facebook, Twitter, Instagram, and LinkedIn all provide excellent ways to raise awareness and drive donations. These networks allow you to create custom audiences based on demographic data (age, gender, location) and other factors. For instance, you could target users based on their interest in animals or their income level.
4. Phone calls
Phone calls are an effective way to generate support from individuals and businesses alike. But before you call someone, you should first determine whether they're willing to contribute. If not, you may end up wasting time and money.
5. Online ads
Online advertising is one of the most cost-effective ways to promote your cause. It's especially useful for reaching small groups of potential donors for online donations.
6. Flyers
Flyers are a classic tool for promoting fundraisers and events. And while flyers aren't very interactive, they do get noticed especially if they are placed in the correct areas. The key is to design them so that they stand out among the rest of the mail. Include images and bold text to catch attention.
Ensure this is the demographic you wish to reach before sending out flyers, if you are trying to reach a younger audience an online fundraising effort on social networks might be more beneficial.
7. Letters
Fundraising letters are another great way to reach out to individual donors. You can write letters asking for support. Include information about your organization, why you are fundraising, how their donation will help, etc. Be sure to include a return address and stamp to encourage a donation.
Storytelling
Storytelling is one of the most effective ways to raise money for nonprofits. It's a powerful way to engage donors emotionally, and it helps build deeper relationships with people who care about your cause. But there are some things you need to know about telling stories that will make them work better for you. Here are some tips to keep in mind:
1. Start with empathy.
When we talk about empathy, we don't just mean understanding someone else's feelings and thoughts. We also mean being able to put ourselves in another person's shoes and feel what they might be feeling. This empathic approach makes us more likely to listen carefully, understand others' points of view, and act compassionately toward them. If you're trying to persuade someone to donate to your organization, start by showing them you understand where they're coming from.
2. Tell a story.
A great storyteller knows that every event has a beginning, a middle, and an ending. A good story has a clear protagonist, a conflict, a climax, and a resolution. These components give a story structure and direction. They also give the listener clues about what happens next.
In short, tell a story well and you'll inspire action.
3. Make it personal.
We've talked about empathy above, but it's also important to show how your story relates to the donor personally. Donors respond best to stories that resonate with their interests, values, beliefs, and experiences. You can do this by talking about the issues that matter to them, and connecting the issue to your organization's mission.
Importance of their donation
Donors want to know that your organization is having an effect. They want to know that their money makes a difference. And they want to see it.So, what does this mean for nonprofits? Well, you already knew that donors care about their giving. But now we're telling you that donors really want to know where their money goes.
So, make sure you tell your story. Tell people how your programs help those in need. Show them the results, if you are sending this request online link your informational fundraising page as well so they can continue on a read if they want more information. Make sure they understand how much good you've done.
Thank you
A particularly powerful way to show gratitude to your donors is to let them know how much their contribution means to your organization. This doesn't mean thanking them every single time they give money. Instead, make sure to take note of their contributions and send them a quick email or handwritten note expressing your appreciation. You can even ask them what else they'd like to see happen in your organization.
Donors want to feel appreciated. They don't mind giving to nonprofits because they believe in the cause, but they won't continue supporting your organization unless they feel like they're making a difference. So, use every opportunity to tell your supporters exactly how much their donations matter to your organization.
Words to use
It's not what you are saying it's more how you are saying it, everyone who is asking for donations is saying the same thing but just using different words. Words are important, picking the right ones can be tricky sometimes though. Below are some words and different reasons why you should use them to help you with your donation process.
First things first: Stop using the word "donate" or "give". You might ask why? Isn't that what I want, yes of course but many overlook an email or sign when it says donate or give. Think of works like "support" in place of, this also adds more of a personal feel for your donors when speaking to them.
Your subject line needs to be short and sweet. Include the name of the organization along with what your mission is.
Giving now is always better than giving later. So, use words like "now," "this week," "next Monday," "tomorrow," and "right away."
By creating a sense of urgency—and explaining why giving now is so important—you'll encourage people to donate sooner rather than later. You'll also increase the chances that they will actually follow up and give if you make it urgent.
The word "you" is one of the best tools you can use.
Tom Ahern, a public speaking coach and author of "The Art of Speaking," explains that the word "you," used correctly, can help you build relationships with your audience. He tells NPR, "The 'you' is like a magic wand. You wave the 'you' over your audience and suddenly they feel special, cared for, valued, and respected. They start thinking about themselves as individuals, rather than as members of some group."
Ahern adds that the word "you", combined with the phrase "I am asking...", makes it easy for people to relate to the request. This gives the person making the request permission to ask for something. "When I say, 'I'm asking for $5,' my audience thinks, 'Oh, he's asking me for five dollars.' But if I say, 'I want to ask you for five dollars,' now I've given myself permission to ask them for anything."
Another word is "small" or "little". Saying something along the lines of "Support us by contributing a small amount of $25 to help us fund after-school activities for students and families that cannot afford it". Using small and support sounds a lot different than saying "Donate $25 to help us fund after-school activities for students and families that cannot afford it." The first one is more personal, it sounds like you are talking to someone you know, it's less formal in a way where the person will receive it as less as a chore or ask but more as something they can do easily.
Next, make sure you have a strong call to action (CTA). You want your potential donor to understand what you're asking of them. Don't just ask people to donate money, though. Make sure they know why they should do so.
For example, if you're asking for $100, don't just say "Help us feed hungry children!" Instead, mention something specific like "We will be using this $100 donation to buy food for families who cannot feed their kids because there aren't enough nutritious meals in their homes."
Remember that your words have an effect on your outcome. Studies show that people are more inclined to contribute when they feel heard. So, try to be personable and authentic. Tell stories about yourself, your cause, and the people involved.
And be careful not to overdo it. People aren't always interested in hearing about how great you are. Try to stick to one story per interaction.
Conclusion
Once you have covered all these steps now it comes down to donate. Ensure your donation process is simple and easy, after all, you do not want to go through all of that to convince a donor for a donation to only have them get confused and frustrated during the actual donation process and decide to not make the donation altogether.With Events.org you can easily set up a free customizable donation page online and add all the information needed to keep your donors informed. With an easy-to-use low-cost checkout process, your donors can check out with ease.
We understand finding a good online fundraising platform can be difficult, you can find an article on Events101 that will help you understand more about online fundraising and the best platforms to use. As well as much more to help guide you through all things events!
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