The Nonprofit Marketing Blog

How to make your donors twice as generous

I’m a big believer in the positive effects of peer pressure (here’s one article on it).

Global Giving has proved this again – in an intriguing experiment focused on recurring giving. Last year, the organization experimented with a number of different calls to action to get donors to upgrade to recurring donations. They tested the messages on all donors who added a project to their giving cart

Here’s how it worked: When donors added a project to their giving cart on GlobalGiving for $100 or less, they got one of three treatments.

The first was a polite ask to make the gift a recurring donation.

The second was a 1-to-1 match offer: “Upgrade to a recurring donation and we’ll match it.”

Both messages slightly increased recurring gifts, but the second wasn’t that much more effective than the first.

The third message was the winner. It combined a match concept with peer pressure and urgency: “If 75% of donors who see this message upgrade to a recurring donation today, we’ll match all of their donations.”

The sense of collective responsibility and shared reward (and I imagine the deadline) made donors twice as likely to upgrade to a recurring donation than not being asked at all.

Don’t forget: Invite people to join the generous crowd. They will want to join the club.

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About This Blog

Carrie Saracini
Content Marketing Manager

We’re here to help you win hearts and minds—and donations.

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