In a changing world, our need for control is greater than ever. This also applies when we engage donors. But how can we give donors more control over their donation? We’ll dive into that in this post.
In a changing world – with wars, disasters and unpredictable presidents – our need for control is greater than ever. Combined with the committed donor, who truly feels part of the organization, and where the donation is given with a clear objective in mind, the element of control becomes even more interesting.
But how can we give the donor more control over their donation? Let’s take a few examples:
Targeted one purpose
Some donate to Ukraine only, others have specific wishes for the donation to make a difference for women. Even if you, as an organization, have a wide range of areas you focus on, you may find that the donor only focuses on one or two of them.
From the perspective of the accountant and fundraising manager, designated funds may not be ideal, but it can be a good idea to work with them. When the donation has a clear purpose, it becomes easier to communicate, but also easier to relate to. For the donor who would like control over the effect of the donation, this is the desired scenario – they have given money to this particular cause, rather than a thousand other possibilities.
Think about how the donation is framed and how you follow up communicatively. Listen to whether this particular case is of big importance to the donor (and not other cases), and adapt the communication to this.
Give freedom with payment methods
Fixed-term support has also become a popular tactic for the type of donor who wants more control. Rather than agreeing to ongoing funding in perpetuity, this type of donor can be enticed with a limited period of time.
Do you want to support via MobilePay, card, PBS or SMS? More options can increase the likelihood of conversion. Maybe all donors choose the same payment method – but having the option can make a difference. Test it and see how your donors behave.
Win them back with control
Finally, an offer of control can be a method of winning back what was lost. Has the donor agreed to an agreement on PBS over the phone, but cancels at the first payment? Try offering them to adjust the agreement: Payment method, amount, period. Perhaps the donor can be won back to a fixed agreement for a smaller amount, which runs via MobilePay?
In principle, everything can be adjusted, but you have to decide which options you want to offer, and whether it should be done via telemarketing, member service, email or text message. Contact support if you are curious about the options here.
