Donors Do Not Just Donate. They Invest.

Today’s donors are sophisticated. Gone are the days when they just donate to…

… a cute picture of a child or dog was enough to raise millions

… because a donor gave an amount last year, they would automatically give at least the same amount this year 

… appeal letters addressed to “Dear Friend” are seen as really coming from a friend

The list can go on. It takes a lot of effort to raise money in 2023. Or, if not effort, it takes strategy, thoughtfulness, and transparency.

Donors want to know what their investment in your organization does for the world. How their donation makes an impact. And why they should give to you… and why now.

They want infographics explaining the kids that have been helped. Images of the programs at work. And copy that makes the donor the hero. They want personalized asks and they want to know that you are paying attention to them as individuals. And recognize that they are not ATMs waiting for a withdrawal request to just donate.

They want to know that your organization is a good investment of their philanthropic dollars.

Are You a Good Investment for a Donation? 

If your first thought is, “Of course we are,” then your second thought should be, “Why?”

Why should anyone give their money or “just donate” to your nonprofit?

  • Can you tell them how their last gift was used?
  • How many people were impacted?
  • Do you know where their next gift would go?
  • Are there new goals?
  • Do you need to raise the same amount of money to offer the same level of services?
  • If the donor increased or decreased their gift, how would it change their impact?
  • Were they the only donor at that level or are they part of a valuable cohort that you want to highlight?
  • Are there any benefits to donating to your nonprofit? Will their name be listed publicly, or will they get a sweatshirt?

The “Why?” is essential. Once you have that, you can go out and ask for gifts. With specific ask amounts to specific people with specific stewardship between asks.