Turning Potential Donors into Actual Donors

Laughlin Ashe
Written by :

Laughlin Ashe

Categories: Fundraising

Once you have hooked a potential donor (See 7 Easy Tips to Hook Potential New Donors), you then have to reel them in. For some donors, the hook is all it takes. Seeing an emotional image or compelling data convinces them to donate then and there. However, for many, making a donation is a big decision financially and otherwise.

Our Top Marketing Tips To Secure New Donors:

  • Numbers: Charts. Graphs. Percentages. The data speaks for itself.
  • Emotions: Tug on the heartstrings. Don't just spout facts; make people feel.
  • Tell a story: The specific story of one child who needs help from your cause stands out much more than a general summary of your organization.
  • Details: Show where their money will go. When donors understand specifically what their money will help achieve, it makes them feel like they are making an impact.
  • Be Personal: Try to connect with potential donors and explain how your organization affects them personally. When someone feels connected, they are more likely to give than if they just see a mass email.
  • Past Donors: Having a connection to past donors can make someone feel involved and part of a group. Being comfortable makes people more likely to donate. If past donors explain why they donated, it can convince future donors.
  • Social Media: Think of social media as another touchpoint to connect with your donors. It’s a fairly broad way of contacting potential donors, and it breaks up the monotony of constant emails. It also creates a sense of community around your organization.
  • Bandwagon: If someone sees that your cause is doing well and raising a lot of money, they will want to get in on the action. Advertise your success.
  • Slow and steady: Don’t let your first contact with someone be an ask for donations. Send emails to inform them about your cause. Talk to them on the phone. Connect with them on social media.
  • Foot in the door: If you get someone to agree to a small task first, then they are more likely to agree to a larger one later. For example, send an email asking them to sign a petition. This makes them feel connected to your cause and more likely to agree later to the larger ask for donations.
  • Open conversation: Create a dialogue. Let them ask questions. Get to know them. Make them comfortable.
  • Reward them: People want to give, but even something as simple as a free t-shirt for donating can be enticing. Also, public recognition for donating is a free way for you to make people feel good about donating.
  • Be helpful: If your website, payment system, or customer service is even slightly complicated, people will bail. Be helpful, but also available.
  • Follow Up: Whether they donate or not, follow up with your contacts and thank them for their connection with your organization. It can help cement repeat donors as well as maintain relationships with people who might become donors later on.