When you enter a five-star hotel, you are greeted by a handwritten note thanking your name for choosing this location. You immediately feel at home and welcome within the first minute of your stay. What had the most significant impact on your initial impression of that hotel’s property? It is normal to expect high-quality bedding in a beautiful hotel room. But, knowing that someone took the time and welcomed you into their home makes a lasting impression.
When optimizing your nonprofit’s online donation process, the same personal approach and attention to detail should be applied. Although many best practices can help set up your nonprofit for success, you will need to include subtle changes in your Charity Token communication plan, simple donation forms, and engaging impact stories to increase donations. This post will discuss five words that increase contributions. We’ll also explain why they work and how to use them in your nonprofit marketing, direct appeals, website, and donation forms.
Professionals in nonprofit work know that every penny counts regarding charitable donations. However, many donors may believe they cannot make a difference with just a few dollars. It is essential to inform potential donors about how much you value every donation, regardless of size.
One way that marketers have found to increase conversions is to use the words “instantly”, or “immediately.” You feel instant gratification when you shop in a store. Donating to charity causes gives you a more immediate and concrete return.
This is one of the many ways that donating differs from buying. Understanding people’s eCommerce behavior can help nonprofits to bridge this gap. Gregory Ciotti’s online resource “10 Strategies to Convert More Customers Using Psychology” explains that the brain loves instant gratification and is more inclined to buy when it can quickly solve our problems. Customers will purchase your products more anxiously if they know they will get rewarded immediately.
While nonprofits don’t sell products, they offer the same feeling of satisfaction that people get when they make a purchase. According to University of Oregon studies, people make donations when they feel rewarded and satisfied.
Make it clear that donors can immediately take action. Follow through on your need for immediate gratification. Send a minimum of a thank-you note and evidence of your donation’s positive impact. The donor will receive a personalized message and assurance that their donation will make a difference immediately. Expert endorsements have stood the test of time because, regardless of the product, potential buyers will be more trusting if they see an authority figure supporting them.
Although it may not work for all organizations, it could be a good fit if your programs include specially trained people (doctors, scientists, engineers, etc. Consider including their expertise in your call for action (CTA).