• Make the Impact of Donations Clear

    Show the Impact Instead of Simply Telling it

Date: 05 Jan 2016

Vandaag kwam ik terecht op de website van wiredimpact, een non profit marketingbureau uit de VS. In onderstaande blog geven ze aan dat niet het vertellen van de impact van een donatie maar het laten zien ervan essentieel is om (de nieuwe generatie) donateurs te winnen en behouden. 

Het is de kernwaarde van ons platform en deel dan de blog en onderzoekresultaten dan ook graag met je!

Make the Impact of Donations Clear

Your donors are giving you money because they want you to use it to make the world better.  Most donors will want to know how their donation is being used.  You should do this both before and after a donor has given their financial contribution.

Before: Tell Potential Donors What Their Contribution Can Do

Including the good that can come from a specific contribution amount can help potential donors envision the effect their donation can have.  Give concrete dollar amounts and what each contribution will enable your organization to do in the community you serve.

Comic Relief, a UK-based nonprofit aimed at eradicating poverty, does a good job giving donors an idea of the impact their contribution can have.  They list multiple donation amounts and the specific impact such a donation will have on those in need.

To boost the effectiveness of this approach, include compelling photos or videos showing these supplies being utilized.

After: Share How Specific Donations Were Spent

Many donors want to know that they’ve had an impact.  Tell them how you’ve spent their contribution and let them know the change they’ve enabled your organization to make.

Sharing concrete impacts can help curb donor attrition as well.  The study mentioned before on younger donors found that 77% indicated they’d be somewhat or very likely to stop donating to a nonprofit that didn’t tell them how their donation was making an impact.

Show the Impact Instead of Simply Telling It

Showing is a far more compelling storytelling device than simply telling.  Instead of merely telling your donors they’re making a difference, show them as concretely as you can.  Utilize photos, videos, and first-person accounts from those impacted by your organization.  The more concrete and compelling the stories you weave are, the better they’ll serve your organization and resonate with those that support you.

It’s important to remember that many people donate with their hearts, not just their heads.  You have to make them not only understand your impact, but truly feel the work your organization takes on each and every day.  Strong visuals help make your nonprofit’s impact concrete, even if it’s happening on the other side of the world.

Representing your impact in a compelling way can not only help with donor retention, but it can also be very persuasive to potential donors that visit your website.  In fact, in the study on younger donors, 85% reported that a compelling mission or cause motivates them to financially support an organization.  This was more than 50% higher than any other motivating factor.  Potential donors want to feel a sense of connection to the cause prior to giving their financial support.

However, at the moment, many nonprofit websites are failing to represent their impact in a way that visitors find inspiring.  In one study of philanthropic internet users, only 8% said they “strongly agree” with the statement “most charity web sites are inspiring,” and 32% indicated they “somewhat agree.”  Such low numbers indicate there is huge potential for nonprofits that are telling their story in an inspiring way to stand out from the crowd.  A visitor that is moderately inspired is far less likely to support your organization than someone that is emotionally moved.

You have a compelling story to tell of how your nonprofit is making the world a better place.  Start thinking like a storyteller.  Doing so can greatly impact the success you experience in your online fundraising efforts.

Related Library Articles

How Your Nonprofit Can Accept Donations Online Right Now

How to Maintain Relationships with Donors Using the Internet

Resources

2011 Online Giving Report – Blackbaud

The 2010 Study of High Net Worth Philanthropy – The Center on Philanthropy at Indiana University

The Online Giving Index (Q1 and Q2 2011) – Network for Good

The Wired Wealthy Report – Convio

Millennial Donors Report 2011 – Achieve and Johnson, Grossnickle and Associates

Money for Good II: Summary Report – Hope Consulting

 

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