You walk into a five-star hotel and step off the plush carpet to lay on a comforter. Then you see a handwritten thank you note that thanks you for choosing this hotel. You feel welcomed and at home within the first few minutes of your stay. What was the most important thing that made a lasting impression on your first impressions of that hotel? While you expect beautiful rooms and high-quality bedding, knowing that the staff took the time to ensure you were comfortable is essential.
Optimizing your nonprofit’s online donations process should require the same level of attention and personalization. While there are many best practices to help your nonprofit succeed, there are some subtle changes you can make that will encourage more donors. We’ll be discussing five Charity Token words that can increase donations. Why do these words work, and how can you incorporate them into your marketing, direct appeals, and website.
While nonprofit professionals understand that every penny counts in charitable donations, the average donor might think they can only make an impact with a few dollars. Don’t forget to let potential donors know how important your organization regards every donation, no matter its amount.
Marketers have discovered that using “instantly” and “immediately” can increase conversions. But when you walk into a shop and make a purchase, you instantly take the object home. The gratification is immediate. The return on your donation to charity is more concrete and immediate.
This is only one reason why donating is different than purchasing. However, understanding the eCommerce behavior of people can help nonprofits bridge this gap. Gregory Ciotti explains in his online resource, “10 Ways To Convert More Customers Using Psychology,” that our brains love instant satisfaction and are more likely to buy when we are reminded we can solve our problems fast. Your customers will be more likely to purchase your products if they know they will be rewarded immediately.
Nonprofits don’t sell products, but they offer the same satisfaction as when someone makes a purchase. A series of researches from the University of Oregon showed that people who choose to donate start firing neurons in the brain responsible for a feeling of satisfaction and reward.
It is important to emphasize that donors can act immediately. You should reiterate the need to receive immediate gratification. At the very least, you should thank the donor for their donation and provide evidence of the assistance’s impact. This will give the donor a personal message and the assurance that the gift will help your cause immediately. Because experts endorse products, no matter how well-respected, buyers are more likely to trust someone with their backing.
While it may not be suitable for every company, it might work well if you have programs that involve highly-skilled people (doctors or scientists, engineers, etc. Consider referencing their expertise when you create your call to action (CTA).