The largest gift I ever secured as a fundraiser was from a ‘small’ donation.
In the days before Fundraising Everywhere, I worked in a small charity that received a trickle of new donations each week through our website or through the mail. We didn’t have a lot of budget initially and couldn’t afford any large-scale acquisition, so we focused a lot on what we could do with the few people who found us.
Small budget, big impact
We had put a lot of effort into constructing a good, solid welcome journey – it was gushing and positive. It showed impact and brought people behind the curtain. And it felt as personal as we could – every printed letter also had a little handwritten sentence at the bottom.
Without asking, we raised more money. People would write lovely emails and letters back. They’d donate more and help us in other ways. People responded. Including one ‘small’ donor who felt so connected, they met me for tea and went on to donate the largest gift I’d ever secured.
Can you pass the donor test?
These initial small donations were just the start. Consciously or not, donors ‘test’ us with their first small donation. How we respond to that donation impacts how they think of our charity forever. It can be a simple one-off transaction that simply scratches an itch…or it can be the beginning of a lifelong journey between a real-life person and an organisation that helps them build the world they’d like to see. It’s important we don’t undervalue that moment.
True, we often have to segment our supporters and prioritise some because we only have limited time and resources. But it’s important to remember that from the donor’s point of view, their gift is always significant.
Yes, every little helps. But as a fundraiser, you still have costs to cover and goals to reach. So, how can you maximize the benefits of those smaller donations without overstretching yourself?
Here are five quick tips:
Celebrate the Small Donations – Trying to cut costs by not thanking smaller donors is not an option. Start by reviewing your existing thank you messages and make sure they’re matching the enthusiasm and warmth your donor is expecting after doing something that’s special to them. Even if it’s not a major gift to you, it’s a major gift to your donor.
Show Impact – We like to think we are talking about it all the time, but are you truly giving your donors visibility of what steps have been made since they last gave? Or are you just asking for more and more? Making the effort to report back can feel like a further cost, but we can’t expect donors to put more money into something if it feels like a blackhole that isn’t actually changing anything.
Stay Personal – Completely personalised one-to-one communication is always going to give your supporters the best experience, but that’s not always possible when you’re already working above your contracted hours. As Rory Green once said, “If you treat every donor like a major donor, you’re going to go broke.” But personalising where you can is going to help the donor feel like you’re speaking directly and only to them, so they’re going to be more likely to respond and take action.
Learn and Respond – Why did they give? What would they like to see happen? Asking for feedback and listening to your donors is a great way to learn what works for your organization and can help shape your future asks. Even if it’s just a quick email asking why they’ve donated, it makes people feel seen and heard. It makes them feel part of your work.
Ask – More often than not, the reason people aren’t giving more is because they haven’t been asked. And we’ve all seen CEOs and board members worry about annoying donors. But people don’t hate being asked…they hate being asked badly. Show them love. Use smart segmentation. Reference their previous gift. Acknowledge their ongoing support. Then show them what the next step looks like. Ask clearly. Ask kindly. But don’t be afraid to ask.
As a fundraiser, you’re being pulled in all directions all the time, so I know it can be hard to find the time to dedicate to donors who feel small. But don’t undervalue the potential of those relationships and what they might become: “Within the heart of a small acorn sleeps the strength of a thousand forests.”
This blog was written by Fundraising Everywhere for the Hands-On Fundraising community. Fundraising Everywhere is a virtual learning provider and community for fundraisers. Check out their upcoming events or become a Member to access expert-led training all year long.
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