As a non-profit fundraising professional, you should know that online giving is on the rise. To help you, I will analyse two scientific articles on the subject and give 3 actionable tips on how to have the best online appeals.
The first article, “Economist finds formula for ‘perfect ask’ in online fundraising” published by ScienceDaily, presents the findings of a research conducted by a University of Warwick’s team about online donor behaviours in the JustGiving platform.
The second article, “Fundraising 101: Tempting alternatives increase willingness to donate”, published by ScienceDaily, presents a Journal of Marketing Research’s paper findings on using comparing the cost of donating with indulgent, impulse-bought products bought to drive more donations.
Relying on these articles and my former background, I have summarized the 3 most relevant findings that you can apply to your online giving appeals:
- Set targets: showing how much you still need to fundraise will allow potential donors to understand you have concrete goals in mind and that you track your impact.
- Compare to tempting purchases: evoke tempting purchases they do on a daily basis and compare them to what your non-profit could achieve with the money.
- Mobile-friendly appeals: Most of your donors will access your website and see your appeals on mobile devices (phone/tablets) so assure that all your appeals (website and e-mail) are well read on smaller screens!
Implementing these 3 easy steps will put in the forefront of online fundraising!
About the Author:
I am a recent Marketing graduate enthusiastic about non-profits. I worked two years in a volunteer setting and produced an extensive research in storytelling in non-profits for my Master Thesis.
Connect with me through twitter:@ARuivoFelix