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That way the donor not only gets a special message, but they also get the assurance that their gift will be an immediate help to your cause. Make sure to follow through on the need for instant gratification by delivering, at the least, a thank you for the donation as well as evidence of the impact the donation will make.

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In fact, a series of studies from the University of Oregon found that neurons in the portion of the brain associated with a feeling of reward and satisfaction start firing when a person chose to make a donation.Įmphasize that donors can take action right now.

When consumers know they will be rewarded immediately, they will be anxious to buy your products.”Īnd while nonprofits aren’t selling a product, they are selling that same feeling of satisfaction someone feels when completing a purchase. “Our brains love instant gratification and we become more prone to buy when we’re reminded that we can solve our problems quickly. In his online resource “ 10 Ways to Convert More Customers Using Psychology,” Gregory Ciotti writes: This is just one way that donating is different from purchasing, but understanding people’s eCommerce behavior can help nonprofits begin to bridge this gratification gap. When you donate to a charitable cause, the return is less immediate and concrete. However, when you go into a store and make a purchase, you immediately walk away holding that object in your hands, so the gratification is instant. Using the words “instantly” or “immediately” is one way marketers have found to increase conversions. A $25 donation may be small to one donor, but large to another.

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Pro Tip: Make sure that the donation amount you refer to would be considered small by your target audience.

“A small $10 donation will feed a child for seven days.” Make sure that potential donors know how much your organization values every donation-no matter the amount. Nonprofit professionals know that every penny counts when it comes to charitable donations, but the average donor may think that they can’t make an impact with just a few bucks. To demonstrate that even a small amount makes a difference.

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In fact, a study by Carnegie Mellon University found that simply adding the word “small” when referring to the shipping fee for a trial DVD increased the response rate by 20 percent.Ģ. Which sounds like a more manageable ask: “a $5 fee” or “a small $5 fee”? Intellectually, we know the fee is the same amount of money, but the second phrase makes the fee sound even more reasonable. To help people see their donation as a minor gift as opposed to a major sacrifice. Nonprofits can use this word when optimizing their marketing in two ways:ġ.

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Learn How To Raise More This Year at the Leading Nonprofit Conference In this post, we’ll cover five words that can increase donations, why these words work, and how to incorporate them into your nonprofit marketing, direct appeals, website, and donation form. There are many best practices that can set up your nonprofit for success, but within your engaging impact stories, simplified donation form, and thorough communication plan, there are a few subtle changes that could encourage more donors to make a donation. The same attention to details and personalized approach should be taken when optimizing your nonprofit’s online donation process. What made the biggest impact on your first impression of that hotel? You expect high-quality bedding and a beautiful room, but knowing that someone took the time to welcome you personally-that makes a lasting impact. Within the first minute of your stay, you feel at home and welcomed.

Picture this: you walk into a five-star hotel and step off the plush carpet and lay down on an overstuffed comforter when you see a handwritten note thanking you by name for choosing this hotel.