How to Encourage Recurring Donations

Like for-profit organizations, charities need sufficient funds to support their noble cause and cover the salary of employees such as accounting specialists, community liaison officers, and administrative personnel. Here’s how you can encourage people to give and convince them to keep donating.

1. Deviate from the cliche

A family that desperately stands in front of their earthquake-stricken house and waiting for help is a classic, but these photos started losing its appeal. People’s emotions would likely be affected when they see pictures of resilient victims who are trying to rebuild their homes and lives after a cruel disaster. Most donors would like to help those people who take action and help themselves rather than those who remain passive and depend on external assistance.

2. Choose your words carefully

One word can make a huge difference. There are powerful words that can convince people to become more generous. Here are some words that can transform your fundraising effort into a compelling appeal:

Love. This four-letter word evokes several feelings, such as compassion, support, and solidarity.

Their nicknames. Using the name of a potential donor might sound like a lullaby on their end. It sets a friendly tone and creates a personal connection. A study reveals that 70% of donors are more engaged with charities when they receive personalized messages. It is best to update your database with your donors’ names and nicknames and be very careful not to misspell them.

You. This is one of the magical words in the English language that marketers use to appeal to consumers. Fundraising is a form of marketing because you are selling your cause by asking people for donations. When you write in the second person, you remove the barriers and foster a more profound and personal connection.


3. Thank donors with a gift

According to a study, 21% of donors say that they were not acknowledged for their donations. Say thank you to your donors by giving them a simple token that they can use. No one will be moved by generic thank you letters and traditional thank you gifts. While personalized handwritten notes are good options to show gratitude, you have to go the extra mile. Gifts will not only create an intimate feel but also remind them of your charity whenever they see or use it.

Giving back is not only a common courtesy; it is also an effective retention strategy. When sending a gift, consider the item’s function and its publicity. It should carry your organization’s logo, must be aligned with your mission, and should be connected to your donors’ interests.

Aside from tangible gifts, you can give back by offering your high-end donors with unique experiences. Depending on your organization’s niche, you can invite donors to exclusive events, give special lectures, or backstage tours in the zoo where they are allowed to interact and feed the animals.

Acquiring donors is not a guarantee that you will have a sustainable source of funds for your cause. It will be best if you encourage one-time donors to become generous, frequent givers. You can do this by making every interaction an opportunity to nurture a long-lasting relationship.

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