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Why Should I Donate? 

Household names like the ACLU have 100+ year histories and brand power that move audiences to trust them implicitly, which they can use to help raise funds. What about everyone else?

Household names like Planned Parenthood and the ACLU have 100+ year histories and brand power that move audiences to trust them implicitly, which they can use as a tool to help raise funds for the missions they’re fighting for.

Newer, smaller, or more niche nonprofits have to fight even harder to show the public that the work they’re doing is just as powerful and just as worthy of their time and money; they have to earn trust. People don’t donate (or volunteer or even subscribe to a newsletter) the first time they see an ad or visit a new website. It takes time, and more importantly, it takes clearly demonstrating value to compel people to take that next step.

We’ve seen many relatively new or previously lesser-known organizations successfully employ strategies that have established that trusted relationship and helped them become go-to resources for people who are ready to help make a difference. Here’s how you can do the same:

Demonstrate how you will achieve your mission with a clear plan of action

  • People trust organizations that can tell them exactly how they plan to get from point A to point B. No one wants to invest in someone who’s still figuring out the lay of the land.
  • The stripped-down and to-the-point homepage of Everytown for Gun Safety clearly spells out how they plan to fight gun violence in our country, making it easier to get behind them and believe in the work they’re doing.
Screenshot from Everytown's website read's: "We have a plan to end gun violence. One donation at a time. Background checks on all gun sales. Repeal gun industry immunity. Stop arming teachers."
  • They go a step deeper into each of their strategies on their Solutions page, again proving to a new visitor that they are focused and thorough. This reinforces that supporting their work is a real step towards helping make America safer.

Tell the viewer exactly what impact their donation or action will have on your mission

The Northwest Abortion Access Fund helps people get the abortion care they need. They’re not a giant national nonprofit, but it doesn’t take a lot for them to make a major impact.

  • On their donate page, they very clearly state exactly how much money goes to the people they serve by plainly stating, “We set aside $5,850 each week for our abortion funding hotline, and approximately $586 per caller for our practical support network (lodging, transportation, and other expenses).”
  • This helps a donor understand exactly what they’re supporting when they donate, helps them gauge how much to donate, and makes the impact of their donation more tangible. People like tangible things and to feel that their money is being put to good use.

Show your successes

  • Color of Change makes a bold impact when you first arrive at their homepage stating: “Color Of Change helps you do something real about injustice.” While powerful and intriguing, a statement like this can be hard to prove.
  • That’s why lower on the page they have a section of Recent Victories – 14 pages of them to be exact.
Screenshot from Color of Change's website showing two of their recent victories.
  • It’s imperative to show your successes when looking for new supporters, especially when your mission may be broad or difficult to measure. Case studies like these and stories about impact help audiences see the value in your work and move them from engaged to evangelized.

Whether your mission is complex, you’re working to make a new name for yourself, or your resources are limited, building trust with your audiences is the first step in building your movement. Want to learn more? Let’s talk.

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