5 STEPS TO ASKING A DONOR TO INCREASE THEIR GIFT
About 20 years, I became a monthly donor at $10 a month to a radio station. One of the things organizations love about monthly donors is we don’t leave as often as regular annual donors. On the other hand, many donors—like me!—stay at the same amount where we started giving. If I wanted my $10 to be the same value as my gift was worth when I started, I would have to give around $18 a month. A very affordable option. But it would never something I would just do (you know, if you want someone to give you something, you do need to ask).
The first thing, therefore, is making that ask. “Janet, you have been generous in giving us….would you consider increasing your support by ….?
If I have not heard from you since my last gift, however, I’m unlikely to want to make another one, let alone a larger gift! Make sure that you are regularly connecting me to your organization and your cause. And, hey, don’t think the newsletter you send is doing that job for you. Connections are made through personal interactions. A personal email with the newsletter attached, or one that references the newsletter just sent, can make a world of difference.
Make sure I understand why you are asking for more. What will that more do? How will your clients benefit from my increased gift? And if I am the client—as I am with the radio—tell me what it will do for me and for the other listeners. Most donors don’t want specifics—your increased gift will help us to buy 30 more ….but rather they want a sense of how you will utilize these funds to make things better. Not we will be able to say, buy computers but that your generosity will allow our clients to access information that could lead to them getting a job.
Connect your donors with others involved with your work. This is why gift clubs or giving circles have meaning. I want to know that I am not the only person giving at this level. Volunteer work is another way to connect your donors with your organization and each other. But do make sure that you have a well thought out program that will make them feel that the time they spend volunteering is worth it. If you are decorating for the holidays, consider inviting your donors to come, help you decorate, and then enjoy some holiday cheer. One of my clients has indoor and outdoor clean up days twice a year. The work isn’t special, but the camaraderie that is built is.
Show your donors the difference their increased giving has made. And I do mean “show” if possible. Photos, videos tell stories in ways that words can’t. If you can put your donor into the photo or the video, so much the better. No matter what we say, how much we protest, all of us love being a star. That 15-minutes of fame is a thing to cherish