Offer a small, unexpected gift to potential donors. A handwritten thank-you note, a branded pen, or a small, relevant item significantly increases the likelihood of a larger donation.
The Psychology Behind the Gift
This strategy leverages the reciprocity principle: people feel obligated to return a favor. A small, thoughtful gift plants the seed of obligation, making them more receptive to your fundraising appeal.
- Studies show a 30% increase in donation amounts when a small gift is included. Personalization is key. Tailor the gift to the recipient’s interests or past donations for maximum impact.
Types of Small Gifts that Work
Personalized thank-you notes: Show genuine appreciation, referencing their past involvement. Include details specific to their previous interactions or support. Branded merchandise: Choose items relevant to your cause. A reusable water bottle for an environmental charity or a calendar for an animal shelter effectively reinforces your mission. Access to exclusive content: Offer a preview of an upcoming event, a behind-the-scenes look, or early access to a report – something they wouldn’t usually get. Digital downloads: Ebooks, wallpapers, or templates related to your organization’s mission. This is cost-effective and easy to distribute.
Remember to track your results! Analyze which gifts resonate most with different donor segments to optimize your approach and maximize your fundraising success.
Timing is Crucial
Send the gift soon after initial interaction or after they make a donation to fully leverage the reciprocity effect. Delays can weaken the impact.
