When a nonprofit can find a more effective way to ask for donations (and get them), it’s a big win. In early May, I attended a conference in Minneapolis focused on marketing and business. The conference is held once a year, and attendees learn about what’s working in the marketing industry. It’s a great place to pick up new ideas. One speaker, in particular, really caught my attention. He discussed a powerful marketing technique that I thought would work exceptionally well when applied to nonprofits. 

The Most Direct, Simple Method

Many nonprofits rely on a direct-mail approach. They send out letters or postcards to local, regional, or national mailing lists requesting donations. Each form features a series of check boxes next to a donation amount in increasing amounts. They may also have a similar webpage people can visit to donate. This method is simple and straightforward. At the same time, it lacks substance, and as a result, donations are likely not as high as they could be. The nonprofit isn’t making a significant connection to potential donors. Instead of simply requesting donations, there are ways nonprofits can further connect with potential donors. 

To "Incentivize" is Devine!

One way is to incentivize donations. For example, for a $25 donation, the donor will receive a T-shirt. For $50, a pair of movie tickets. For $75, a gift card to a local restaurant. The incentives can get nicer or more involved as the donation level increases. Incentives are more likely to catch the attention of a wider range of people, including those who may have hesitated previously. Now, since they know they’ll get something in return, they feel more reason to donate. 

However, Storytelling Always Wins...!

Another effective strategy is to tell a story. The Happy Trails Animal Sanctuary in Ravenna, Ohio mails out a newsletter every few months. In the newsletter, readers learn about the Sanctuary’s animals. The Sanctuary does what it can, but they can only do so much and rely on donations to keep the animals healthy and happy. In an issue, you may learn about a horse named Bingo. He had a tough life, and his previous owners didn’t take good care of him. He was rescued and brought to Happy Trails. Unfortunately, Bingo has health issues that need to be addressed. Stories that pull at the heartstrings of readers and potential donors can be a powerful tool. 

The Right Storytelling Can Pull the Heart Strings!

When it is time to ask for donations, continue with the theme of the story. A $25 donation may help get Bingo new horseshoes. A $50 donation will go toward his vaccinations. More, such as $75 and up might go to food or other health care necessities. In any case, donors know their donations will be put to good use. They know Bingo needs their help; they’ve seen pictures of him and read his story. Everything has come together in the mind of the donor. 

When you try new methods of asking for donations, such as offering incentives, sharing stories, and tying donations to a specific purpose, program, cause, or even an individual, you’ll see results improve dramatically. You can connect with people at a much deeper level than simply requesting donations. And when you make this kind of connection, it can make all the difference.