How Nonprofits Can Encourage Donors to Give More
Despite ample holiday-season appeals, many charities don’t get the donations they need. Most are underfunded, and the pandemic has only exacerbated the problem. How can they increase donations? Research points to three strategies. First, give people a choice… ‘Tis the season for giving – and not just the items on your loved ones’ wish lists
Give People a Choice
At some cafés, waitstaff have a cool strategy for encouraging tips.
- Instead of putting out one jar for customers to drop cash in, they offer two, each with a different label, and ask a question (e.g., Cats or dogs? Chocolate or vanilla? Mets or Yankees? Star Wars or Star Trek?).
- As people tip, they also get to vote, dropping their bills or coins in the container representing the answer they prefer.
- This can actually increase tipping and donations.
Turn Verbs into Nouns
A subtle linguistic change can have a bit of impact
- When asking for help, non-profits, charities, and other organizations tend to use verbs
- If they frame certain actions (like donating) as opportunities to confirm positive identities (like being a donor), they will have more success
Invoke the Power of You
Second-person pronouns personalize the statement or request
- They make people feel like someone is speaking directly to them about something that is personally relevant
- This increases the likelihood that they pay attention and take action
- Nonprofits should opt for “we need your help” or “every dollar you give helps”
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