When potential donors have moved through the stages of awareness and evaluation, they’re prepared to take that next, crucial step: giving. In this article, we’ll explore effective strategies to encourage donations—from understanding what inspires people to give, to setting up a simple and seamless donation process. These steps can help arts and LGBTQ+ nonprofits build a strong foundation for sustained support.
Create a Simple Donation Process
One of the most effective ways to encourage donations is to make the process as easy and accessible as possible. Imagine a potential donor who’s just finished reading a powerful story about your impact—they’re motivated to give, but a complicated or confusing donation page can quickly halt their momentum. Here’s how to avoid that:
Limit the Steps: Only ask for essential information and consider providing pre-set donation amounts along with an option for a custom amount.
Minimize Distractions: Once a donor clicks on your “Donate” button, keep them focused by reducing distractions. Avoid excessive text or additional links that could lead them away from completing their gift.
Follow Up Quickly: After a donation, immediately send a thank-you email. Reinforce the impact of their gift, and if possible, include a brief story or image related to the program their donation will support. This helps to solidify their positive experience and builds a foundation for continued engagement.
Mobile Optimization: Mobile users made up about 33% of online gift transactions last year. Additionally, this source found that 50% of all nonprofit website traffic last year came from mobile and tablet users, while desktop-based traffic decreased by 9%. Ensure your donation page is mobile-friendly. This includes easy-to-read fonts, buttons that are large enough to click without error, and a design that scales well on smaller screens.
Understanding a Donor's Journey Towards Motivation
Understanding why people give can help you design messages and experiences that resonate deeply. For arts and LGBTQ+ nonprofits, there are often three core motivators for donors:
Personal Connection to the Mission: Many people are drawn to support causes that resonate with their own values or experiences. For LGBTQ+ donors, supporting an LGBTQ+ nonprofit may feel like giving back to a community they identify with or value highly. Arts donors, similarly, may give because they believe in the transformative power of creativity and cultural expression.
Desire to Make an Impact: Donors want to know their contribution will create real change. Sharing impact statistics and personal stories that show the tangible effects of their donation can be highly motivating.
Feeling Part of a Community: For many people, giving is about belonging to something larger than themselves. Consider positioning donations to join a “community of changemakers” and highlighting donor recognition events or community updates.
When you understand these motivators, you can craft messages that speak directly to donors' values and inspire them to act.
Tailoring Your Ask Based on Donor Segments
Every donor’s journey is unique, and crafting a one-size-fits-all message won’t reach every potential supporter. By segmenting your donors based on giving potential, you can create more tailored and effective “asks.”
Small, Recurring Donors: Focus on the impact of a steady, manageable commitment. Emphasize that even small monthly donations can make a big difference over time and create sustainable change.
First-Time Donors: This segment may respond well to a one-time ask with a modest suggested amount, accompanied by stories or examples of what that specific gift can accomplish. Keep your message simple and welcoming.
Major Donors: For those who have the capacity to give large sums, consider more personalized outreach. Understand who the right person is to make the right ask of your major donors.
Segmented “asks” allow you to reach people in a way that feels relevant and respects where they are on their giving journey.
Urgency, Storytelling, and Clear Impact Statements to Encourage Giving
Creating a sense of urgency can be incredibly effective in motivating donors. Here are some ways to incorporate urgency and storytelling:
Create a Time-Sensitive Campaign: Limited-time campaigns (e.g., an end-of-year giving drive, or matching gift campaign) can inspire immediate action. Be sure to communicate any approaching deadlines clearly.
Tell Compelling Stories: Use storytelling to connect donors with the individuals and communities they’ll be supporting. For instance, an LGBTQ+ nonprofit might share stories of youth who’ve found acceptance and resources through its programs, while an arts organization might highlight a young artist who’s received vital support to create a public piece of art.
Use Clear Impact Statements: Show donors exactly how their donation will help. Rather than a generic ask, specify what each donation can achieve. For example, “A $50 donation provides art supplies for one student for an entire semester” or “A $100 gift funds an hour of crisis support for LGBTQ+ youth in need.”
With strong storytelling and clear, specific impact statements, donors can visualize how their gift will make a difference, encouraging them to take action.
The engagement stage is all about inspiring and supporting potential donors to take that next, impactful step by:
· Understanding their motivations
· Tailoring your asks
· Designing a smooth, compelling donation experience
Next in our series, we’ll dive into the retention phase—how to keep new donors engaged and ensure they feel valued as part of your community. Stay tuned for tips on building lasting relationships with your supporters!
Let's talk if you're interested in learning more about how your organization can begin creating its donor journey.
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