By Anita Gallagher
Gifts don’t have to be cash or even a tangible object. Stand out from the crowd this Christmas by putting your donors at the heart of your campaign and fulfilling their needs. Make them feel special and they’ll be more likely to give.
1. Understand your donors’ motivation
Study your audience of potential donors and ask yourself: why will they choose our cause? Consider whether they are motivated by:
– head (logical arguments)
– heart (feelings, compassion)
– or soul (intrinsic belief or link to the cause)?
2. Use messages that respond to your donors’ needs
There are many ways to ask for a gift, but instead of focussing on your needs, focus on how donors will benefit. Use the old adage, “There’s more joy in giving than receiving,” or try out one of these ideas:
– The business donor: “All your donations are tax deductible.”
– The impact-focused donor: “With each $20, you help us…”
– The cautious donor: “It doesn’t matter how much you give, every dollar makes a difference.”
– The busy donor: “Donating online will save you time.”
– The family donor: “Encourage your children to take part.”
3. Use your perks
If your project includes perks, don’t forget to include them in your communications as an extra benefit for donors.
4. Unleash the power of Christmas keywords
Tap into the power of Christmas to unlock generous sentiments among your donors. Joy, peace, family, gift, and hope are all powerful sentiments that are top of mind in the holiday season. By integrating them into your communications, you link your request for a donation to each donor’s deep-rooted sense of self and identity. How could they say no to spreading joy or building peace this Christmas?
5. Not sure if you’re doing it right?
Among all the words in your appeal, the most important one to emphasise is “YOU.” You can read more here, but if you’re short for time, just count how many times you say “you can” to the donor, and make sure it’s a lot more than the number of times you say “we need.”