Today I’m excited to bring you examples of electronic donation solicitations done right during the Covid-19 crisis. You’re really going to want to watch the 6-minute video, because it’s all about show and tell!
A partial transcript appears below, with visual examples pulled from the video for reference.
Example 1: Donation Frequency set as Recurring
The first example is a donate page for NJCDC, which features a call out box saying, “Recurring donations are the best way to give steady support.” I love how they highlight recurring gifts, and the language they use.
In addition, they provide an option for the donor to make the donation monthly, quarterly, or annually.
Personally, I would move the “one time” option to the end, instead of the pre-selecting it as the default position, because that’s not the one I want donors to pick. I’d rather them choose to give a recurring gift, even if it only recurs annually.
Example 2: Donation Designation to Highest Priority Needs
The next example is from another donation page and highlights the designation options. Right at the top is “highest priority needs”.
There are a few other options provided, but the default is for highest priority needs. As a donor, why wouldn’t I want to give to that? The way it’s worded, it’s a no-brainer!
Example 3: Compelling Email Subject Line
The next example is an email I received with a great subject line: Help Communities of Color through the Pandemic.
This subject line caught my attention. It highlights who I’m helping and clearly states why they need my help, which compels me to continue reading.
Example 4: Compelling Email Case for Support
In the very same email from example 3, I’m presented with a powerful case for support.
Check out the bold “Take Action Here” button, and the final line: “We need your support to make this happen.” It’s powerful, clear, and compelling.
Example 5: Out of Office Email with Solicitation
Finally, I want to share an “out of office” email I received last week.
Because I send so many emails, I get hundreds of “out of office” emails every week. I rarely see any with calls to action or requests for donations. Here was the only one I could find with a request for donations out of hundreds such emails I received this week.
I’m not sure if this is the best example, but since it’s the ONLY example, it really stands out. You should be doing this, too.
5 Reasons to Ask for Donations Right Now
There’s still this feeling out there among board members, staff members, and Executive Directors that it’s not a good time to ask. Here are 5 reasons you should be soliciting gifts electronically right now.
1. You won’t raise money if you don’t ask.
If your organization needs money right now, you have to get out there (virtually) and ask. Use the examples in this post to help you craft your donation web page and emails.
2. People may actually have MORE money right now to give.
There’s a big excuse that people don’t have money and times are tough. But if people still have their jobs and a regular paycheck, keep in mind that those folks may have increased cash in the bank because they aren’t going out to restaurants, theatres, and malls. They’d love to use this money in constructive ways.
3. People are desperate to help.
People are stuck at home and they’re feeling helpless. They would feel so much better if they could just help, and providing a financial gift is a great way to help during this stay-at-home crisis.
4. You are being negligent if you don’t ask.
It is that plain and simple. If you have a cause, community, or mission that needs to continue after this crisis ends, not asking for money is just plain negligent. If you’re hesitant to ask, remember that it’s now or never. Now is the time to be bold, not shy.
5. Your nonprofit needs funding.
I don’t care what your mission is, if you had a reason to exist before this pandemic, then you’ll have a reason to exist during and certainly after this crisis ends. So keep up with your funding.
For more examples of donor solicitation, check out Donorbox’s 8 Types of Donation Request Letters.
If you have examples of other great donation solicitations via email and web page, let me know in the comments. I may do another post like this with more top-notch examples.
This is great information. Getting the message out there loud and clear that we all need to be making asks right now is the perfect. As the weeks drag on, people feel more anxious, helpless and frustrated by not having control and asking them to be part of a nonprofit’s mission, to make an investment in their community, and to make a difference is exactly what we all need to be doing.
Thanks for your help and support