Could Your Words be Holding Donors Back?

Understanding fundraising psychology helps you develop better tactics for soliciting donations and acquiring more donors. 

Your nonprofit relies on your donors’ involvement to make an impact in your community and the world. When you tap into why donors give, you can achieve more successful fundraisers and improve donor retention. 

How Donors Decide to Give 

Donations aren’t typical, everyday purchases. Giving to nonprofits is a personal decision with motivations that reach beyond facts and numbers. It makes sense that the thought process behind it differs from the one behind a regular purchase. 

The psychology behind donating to charity revolves around a few key emotional motivations. Donors may decide to give based on one or all of these factors:

• Commitment to your mission: Some donors see a need in their community and know your organization is working to fill it. 
• Trust in your organization: Donors are more likely to trust you and commit their gifts when your nonprofit proves it can responsibly steward donations. 
• Excitement about their impact: Sharing your nonprofit’s success stories inspires donors to give more. 
• Personal connection: Donors may have a friend or family member who benefitted from your organization. Many people decide to donate to a nonprofit because of an emotional connection. 
• The desire for association with your cause: People like to be a part of something bigger than themselves and donors may be seeking a community. Continue striving to connect with donors on a personal level. 
• Awareness of your organization: Peer-to-peer giving and social media campaigns can introduce potential donors to your mission. 
• The desire for tax benefits: Many charitable donations can qualify a person for tax benefits. 

Using the Right Words 

Knowing why donors give to nonprofits empowers your organization to build effective fundraising strategies. One of the most important things donor psychology can teach you is that your wording when asking for donations makes all the difference. 

Communicating and connecting with donors is a skill that requires careful thought and planning. Although there isn’t a magic formula for fundraising wording, implementing specific strategies in your messaging can increase the likelihood of a donation. Here are the top five phrases to incorporate into your language to keep donors engaged and encourage more donations:

1. “You” Matter 

A lot of fundraising wording focuses on the organization’s needs and successes. If you’re not also emphasizing your donors in your messaging, you’re losing opportunities to connect. After all, donors make your work possible. Turning “we” into “you” will make donors feel more personally involved in your efforts. 

Another important way to show donors they matter is by thanking them strategically and often. Focus on your donors’ generosity by quantifying what their gifts helped achieve. Use specific numbers and incorporate success studies to prove that their donations make a difference. Emphasizing your donors’ contributions also strengthens your relationship, removing barriers to future giving. 

2. Why? “Because” 

Donors feel motivated to give for different reasons, some of which may be closely related to the reasons your nonprofit is requesting donations. Providing a reason for your ask can significantly improve responses to your messaging. Using the word “because” justifies your solicitation and triggers a positive reaction. 

You may also need to elaborate on your organization’s mission to motivate their giving. Describe why you’re asking for help during this fundraiser and connect your need with real success stories. This strategy shows donors the impact of their gift and creates a sense of urgency that can motivate their donation. 

3. Don’t Put off to Tomorrow What You Can Do “Today”

People often forget to do things they say they will or even mean to do. Even things that matter to them can sometimes fall through the cracks. It’s natural, but it isn’t ideal when running a fundraising effort. 

To keep your mission at the forefront of donors’ minds, use words like “today” and “now.” Donors are busy people and a nudge to give sooner rather than later might be what they need to take action.

When creating a sense of urgency in your fundraiser wording, be sure to provide your reasons for doing so. It’s essential to develop a path to your ask that draws on your donor’s motivations and connects with who they are. 

4. Keeping Things “Small” 

Some potential donors may be unwilling or unable to provide large gifts. To encourage any donation at all, you should communicate that your nonprofit is grateful for whatever they can give. 

Use words that suggest a modest donation like “small,” “little” or “few.” Reinforce the messaging by including a minimal parameter like “appreciate every penny” can inspire people who might not have given otherwise. 

Acquiring donors for even small initial gifts can also lead to consistent and increased commitments over time. The first step is often the hardest, and people are more likely to continue doing something once they’ve begun. By making small asks, you can make it easier for donors to overcome action paralysis and boost donor retention in the long run.

5. “Join” the party 

Fundraising psychology also indicates that many donors give because of the sense of community action that comes with their involvement. Feeling like they are joining a thriving movement full of dedicated people gives donors more incentive to give. 

Refrain from using your fundraising messaging to focus on how little support you have. Instead, use the word “join” to talk about the people already volunteering and donating to help your organization make a difference. People are more willing to act when they think others are also participating. Using words like “join” highlights the social aspect of donating.

Use a Tailored Tone 

The tone you use matters as much as your words. Customizing your approach to your particular audience will give you a better chance of securing donations. Tailoring your message also humanizes your ask, helping potential donors connect with your nonprofit’s needs. 

When determining the right tone for your asks, consider the makeup of your donor base and what messaging is most likely to stick with them. You may need different approaches for your messaging to reach donors of different ages, genders, and donation frequencies, so your research to determine which tone will incite them into action. Utilize data to segment your donors and create targeted messaging that meets their needs and expectations. 

Make it Easier for Donors to Give with GiveSmart 

Donors empower your organization to accomplish good work. Make it easier for them to get behind your mission with the help of fundraising and donor management software from GiveSmart. 

Our intuitive software helps nonprofits raise more money with less stress. Check out our virtual fundraising software, data collection, and automated donor management to manage your fundraising throughout the year and accomplish more. 

Request a demo today to discover how GiveSmart can help your organization connect with and retain donors.