Many charities try to increase donations by telling people that they ‘should’ donate; they ‘should’ donate to help non-profit organisations make a positive difference and to help build the local community.
When people feel like they are being told what to do, many tend to do the opposite.
This is why charities need to be highlighting the benefits to them, about what they will get ‘if’ they donate. They need to be compelling people to ‘want’ to donate, to make them feel like they ‘need’ to for themselves, not just for the charity.
To help you increase donations, here are 5 benefits that the supporter will get from charitable giving. Highlight these benefits in your marketing and you’ll have an increase in donations in no time.
Whatever you give makes a massive impact
Many supporters say that they don’t give because it doesn’t make much of a difference anyway, especially when you take into consideration the amount taken off by tax or administrative costs. Help them see how much of an impact that it does make! Explain to them what Gift Aid is and encourage them to donate in this way so that the full amount and more (plus 25p for every £1) gets donated to the cause. You can also highlight the other ways that they can make more of an impact with their donations such as donating straight from their salary and leaving a legacy.
It makes you feel good
It might seem like common sense but you need to alter your marketing message to show supporters how good they can feel by giving to charity. Emphasise just how empowering helping others can be, show them how happier and fulfilled they could be. The more you can concentrate on how much they will receive from giving, the more likely they are going to want to give. (To do this, you need to understand why people donate in the first place)
It strengthens your personal values
Most people give because of their social conscience so you need to tap into this when making your efforts to increase donations. What are the personal values that make people want to donate to the cause that you are helping? How can you appeal to your supporter’s most personal values and principles so that they want to donate? Many supporters have said that when it comes to a cause that they really believe in, they feel a sense of moral duty or obligation to give what they have to improve the lives of others. Help them act on these powerful feelings of responsibility.
It encourages friends and family to do the same
Supporters love to feel like they have made a difference so encourage them to inspire their friends and family to donate or volunteer their time too. This will make them feel like a powerful influencer and this will only grow when they work with people to make even more of a positive impact. People love participating in activities together, it creates a bond and fosters relationships, so also highlight the benefits of group participation in events to increase donations that way. A shared goal is very powerful.
It teaches children the importance of generosity
For supporters with children, highlight the benefits that it will provide them as they grow to be our next generation. This not only taps into the supporter’s emotions but it also gives them the opportunity to share the experience of donating to charity with their children. Highlight the importance and benefits of teaching their young ones how they can make positive changes in the world and perhaps encourage them to make this a family tradition.
Help your supporters understand why giving is important and highlight the benefits that they will get from donating using these 5 ways. Alter your message in this way and you’ll soon see an increase in charitable giving to your cause!