While working for your nonprofit organization, you’ve likely witnessed how individual contributions transform over time. For example, you might have seen a long-time donor get involved with your volunteer program, or been a part of someone’s journey to giving their first major donation.
While every supporter is unique, you know how impactful it can be for someone to deepen their investment in your cause—for both the individual who gives and your organization.
This is why it’s critical to actively invite your donors to increase their giving, whether you’re seeking donations for your annual fund, securing sponsors for an upcoming event, growing your major giving program, or simply asking someone if they’d like to turn their $5 monthly donation into a $10 monthly donation.
However, it can be difficult to know how to invite increased giving without coming across as pushy or insensitive to your donors’ circumstances or preferences. In this short guide, we’ll help you navigate these conversations by covering four practical tips. Let’s begin.
You may be thinking, “Won’t a donor just decide to increase their giving when they want to?”
In some cases, yes. A supporter may decide for themselves that they’d like to give more to your organization. This may be because of an improvement in their financial situation or because they’re drawn to a special campaign or project.
But most of the time, donors will need some encouragement to level up their giving. This may seem a little intimidating, but it will feel more doable if you understand the benefits of increased giving for both your donors and your organization.
There’s also a shared benefit your organization and its donors will experience as you invite increased giving: enhanced relationships. As you work to connect with your donors and be more involved in how they give, and as they increase their contributions, your relationships will become stronger, resulting in long-lasting support.
Now that you’re aware of the benefits of increased support, let’s dive into our tips for inviting donors to give more!
Asking for more support before acknowledging past support and impact will no doubt leave a bad taste in donors’ mouths. Instead, set the right tone for your invitation to increase giving by expressing your genuine gratitude for your donors’ previous contributions.
There are many ways to do this, from writing a thank-you note or expressing your appreciation in person to making a thank-you video or sending out a personalized impact report. No matter what method you choose, make sure you include the following elements:
Your appreciation messages should also be timely. Send a thank-you message within the first 24 hours of receiving a gift and schedule additional calls, thank-you letters, and events throughout the year to recognize your donor’s generosity.
Ensuring that your donors feel seen and valued for all they’ve given to your organization in the past will set the tone for your invitation to increase their giving.
Here are some things to remember when it comes time to issue that invitation:
The timing of your invitation will be important. Use what you know about your donors and their history of involvement with your organization to time your invitation so that your donor will be as receptive as possible. This will ensure that your donor understands why they’re being invited to give more and will make it more likely that they’ll say “Yes!”
When it comes to giving, everyone likes to do it in their own unique way. This is why it’s imperative that you present multiple options for donating when you invite someone to level up how much or how frequently they’re giving to your organization.
Here are a few popular options to present your donors with:
These are just a few options you may present to your donors. As always, cater your options to what you know about your donors and what you think they would be most interested in committing to.
It’s good when a donor agrees to increase their giving one time. But what’s better? When they continue to enthusiastically support your nonprofit for the long run!
This means that it’s essential for your nonprofit to engage your donors beyond just monetary giving. Getting Attention asserts that a great engagement strategy will include all types of interactions that will invite your donors to be more invested in and involved with your organization. Here are some examples:
No matter what specific strategies your team decides to use to engage your donors, remember that what you’re really doing is inviting your donors to be part of your community. Make them feel welcome, valued, and heard, and you’ll gain their loyalty for the long term!
When donors increase their giving, both you and them benefit from it. Use these four tips to successfully raise more for your mission.
You may also want to work with a fundraising consultant to examine your donor cultivation and stewardship strategies so that you can find productive ways to invite more giving that work for your specific organization. Happy fundraising!