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Presentation Title | Date of Presentation

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Best Practices
DONATIONS
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PREPARED BY
Talia Knobel
SPARK Experience
talia@sparkexperience.com
301.358.2199
Presentation Title | Date of Presentation
How do I get my
users to donate?
Whats the proper
way to say
thank you?
Whats the best
way to get users
to donate
monthly?
How can I
encourage general
donations to my
organization?
How can I encourage
users to donate a
certain amount?
How can I avoid
Valuable donation
money getting
locked up?
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THE PROBLEM:

! When non-prot organizations have specic
campaigns that people can donate to, money gets
locked up in those campaigns and cant be used for
anything else.
! Non-Prots prefer general donations to the
organization as a whole, but donors prefer specic
campaigns so they can see where their money is
going.
THE SOLUTION:

! Show the impact their general donation is
capable of having, without actually providing
specic campaigns.
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By donating to UNF,
you can make an impact on ALL our projects, like:
New wells mean
clean, safe water for
entire villages.
Help UNF bring
relief, health and
hygiene to those like
James who need it
now.
Drilling Water
Wells
James, 7
Your donation to
UNF can give
school basics
supplies, uniforms,
vocational training
and tools to AIDS
orphaned children
for a better future.
Sending Orphans
to School
Jane, 6
Feeding Malnourished
Infants
John, 1
Donating to UNFs
child survival
programs gives babies
in developing
countries a healthier
future, supplying
them with the nutrition
their bodies need.
Face and Name
personalizes the
general donation
Shows what a
general donation is
capable of doing,
without having
specic projects
Help thousands others just like James, Jane, and John
and make a donation to UNF
Specic call-to-action
01. Get Them To Click
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$20

can feed 15
impoverished
children for a
full week


$50

can plant 50
trees in
damaged
national
Forests

$100

can protect
100 acres of
American
Farmland


$500

can cure 5
African
children of
Malaria


02. Be clear without being too specic
Suggests appropriate
donation amounts
Shows potential
the donation
amount has, plus
impact
Donors want to see WHAT their donation is capable of
and WHERE its going
Donation has more than
one potential impact
" Show them what their donation amount is capable of
doing without showing exactly where it be allotted
Show the options! Dont be afraid to display a variety of ways their
contribution can count. The more they can know, the better.
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03. Try Recommending instead of showing equal options
Source: http://www.nytimes.com/2010/02/27/your-money/27shortcuts.html?_r=1&
THE PROBLEM:

! When the user is presented with too many choices, they are less
inclined to make a decision at all.
THE SOLUTION:

! Make the choice easy! Visually emphasize your desired donation
amount.



$50



$20


$35


$100


$500

Desired amount is visibly
larger to emphasize
recommended amount
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04. Most Popular: Social Proong
*most popular*


$50



$20


$35


$100


$500

Social Proof
Social Proof:

# We are more inclined to make a decision that has previously been
made by others
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05. Put Desired Information on the Left


$500




$100




$50




$35


Users spend 69% of their time looking at the left half of
the webpage and 30% viewing the right half.

Order set donation amounts from highest to lowest

Anchoring
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06. Encourage Social Media Involvement
Gives us access to
valuable information we
can use to make donating
more persuasive
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Beyonce Mark Justin
Conan
$50 $50 $50 $50
These UNFers just donated $50.00 too!
80%
Make my
$50.00 donation!
$250
Join them and TOGETHER increase your impact to
a total of $250.00!
100% !
07. Create A Micro-Campaign
Social Proof
Feeling of personal
accomplishment
Feeling of completion
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Beyonce Mark Justin
Conan
$50 $50 $50 $50
These donors just increased their donation to $50.00
Join them and TOGETHER increase your impact to
a total of $250.00!
80%
Yes increase my
donation to $50!
No -
Thanks
$250
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Become an Exclusive Member of UNFs
Good People Club
" Multiply your impact by becoming a monthly donor
" Receive exclusive weekly newsletters
" Stay up-to-date on your donation e"orts
" Receive project updates from on-site volunteers

08. Exclusivity for monthly donations
Offering an exclusive membership to a group or club of some sort can
make donating monthly more desirable
300 others have joined
Social Proof
Membership
they cant
Get any-
where else
Makes them
feel good about themselves
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09. O"er Something in Return
! Gift-matching is a great way to
provide something in return for a
donation
! Mutually benecial
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10. Scarcity Principle
Limited time = more enticing to donate now
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11. Personalizing the Thank You
My name is Jane, and I am a weekly volunteer at
UNF. On behalf of the United States Foundation, I
would like to personally thank you for your
incredible contribution of (autoll) $50.00.

I am a weekly volunteer at UNF, and I see where all
donation money goes. Your donation specically will
make a difference on the impact our organization
has on the world - whether it be helping keep our environment clean,
maintaining our wildlife, feeding the hungry, or curing the ill.

Thanks to donations like yours, The UNF has been able to accomplish
our goals of x, y, and z.
#
You should be very proud of your contribution - UNF would not survive
without people just like you.
#
We wanted to reward you by creating a special certicate just for you.
Share this accomplishment with your friends, and encourage them to
make a difference too!
Jane, Volunteer
Dear James, (Autolled)
Face and
Name makes
it personal
Relatable &
Real: she
is a volunteer,
not the CEO
Always make
sure to
state donors
name
Builds Trust,
Real, Expert
Not just
another
donation
Your donation is two-fold: helps people in need
AND helps us achieve our goals
Were not a corporation we need you
Only 27% of groups enable donor to share experience with social
networks (source: online fundraising scorecard)
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12. O"er Next Steps
! 63% of Organizations dont offer next steps for donors to take
! This is the emotional high point for the donor, yet most groups are
doing little to give donors that warm and fuzzy feeling at the end of
the donation process. (Source: Online Fundraising Scorecard pdf)