We have compiled a checklist to help you get the most out of your cause on GiveNow.
1. Catch attention with a cover photo
An engaging cover photo that is consistent with your organisation brand will add life and character to your cause page.
2. Optimise your cause with suggested donation amounts
One of the great features of GiveNow (on the Basic and Pro plans) is that you can customise the suggested donation amounts on GiveNow, or you can use our suggested amounts. Before selecting the amounts you would like to recommend to your donors, perhaps consider spending some to reading through our Who Gives? report.
Suggested amounts matter! Ongoing research at Our Community is aimed at optimising these suggested amounts. If the suggestions are too high, users may be turned off. If the suggestions are too low, money may be left on the table. (Pg. 21)
Some questions to consider which are backed by findings in our Who Gives? report:
- Are you focussing on one-off donations or regular donations?
- On average, one-off donations are higher in value but less numerous than regular donations. Regular donations are lower in value but more numerous. Only 2% of donations are $1,000 or higher, but they are highly lucrative for the organisations that manage to attract them. It’s also instructive to compare the value of the average one-off donation ($205) to the average lifetime value of a regular donation ($789). (Pg. 24)
- When are you running your campaign?
- GiveNow donors use the platform most often throughout the week and least often on Saturdays. Thursday sees the most donations, but Monday sees the highest average value donations ($224). If we consider only small donations ($100 and under), then weekends attract the highest average value gifts. (Pg. 33)
- How much do donors in your sector typically give?
- For example, animal welfare causes receive many, but low-value, donations, while arts and culture causes receive relatively few donations, but they’re big ones. (Pg. 38)
- Will gender have an impact on how much you should ask for?
- Women make more donations, while men donate higher amounts. As a result, the total amounts donated by women and by men are approximately equal. (Pg. 43)
- Will the location of your donors influence how much you should ask for?
- Rich people don’t necessarily give more, and poor people don’t necessarily give less. There is no strong correlation between the likely income of donors and the average amount they donate via GiveNow. (Pg. 49)
3. Inspire your donors with engaging cause text, images and videos
Here are 5 tips to writing cause your text and selecting a video to include:
- It's not about you, it's about them
Put the donor firmly in the picture. You need to show them how their donation can move the world closer towards how they would like it to be. Set out the problem, then tell them how their donation will fix it.
- Talk about benefits, not needs
People generally don't want to know the day-to-day needs of your organisation. They want to know how their donation will benefit the cause they care about. Focus on the positives rather than negatives.
- Tell the story
Personalise your appeal wherever possible, even if that involves drawing up a 'persona' of a typical beneficiary. People like to read about people, not abstract concepts.
- Don't beat around the bush
You are asking for a donation. Be clear about that. Remember that your primary goal here is to get them to donate (now).
- Say it clearly and briefly
Keep it simple and short. Ask someone who writes well to read over and edit your cause text. Check to see if it would move them into action. Use plain English and short, sharp sentences.
4. Set a target
Donors like knowing they are part of a bigger effort. Setting a target amount helps give context to the donation and encourages donors that they can help you reach your target. You can adjust the amount that is displayed if necessary.
5. Show how their money will be spent on a metrics chart
It's important to your donors that they know how their money will be spent. This is a simple, transparent way of communicating precisely how their donation will assist in you meeting your goals.