Finding an accessible offer for an annual giving donor can be one of the most difficult challenges in fundraising.
Here’s why: Your annual giving donor doesn’t have all day to read about all your programs. She might have just $30 to contribute, AND she still wants to make a difference.
An accessible offer will show her the incredible difference she can make with just her $30 and a few minutes of her time.
An accessible offer is:
- Direct – It’s a clear solution to the problem presented.
- Specific – It tells her exactly what her gift will do.
- A Good Deal – It’s affordable, and the donor feels her gift will go a long way.
- Urgent – It demonstrates why her gift is needed now.
Here are some examples:
- $35 provides a night of safety and care
- $7.50 provides a meal for a college student who can’t afford it
- $55 provides a day of summer camp
- $37 provides 1 art class for a middle-schooler
An accessible offer requires the donor to understand less about your organization. Most nonprofits work under the incorrect assumption that a donor “must know all about all the things we do, and that we are good at it” before the donor can be asked to give a gift.
But offers that present ONE compelling part of what your organization does are more accessible to your $30 donor. Offers like this will increase your appeal results, and your donors will feel amazing knowing the incredible difference they can make!
PS — You might be thinking, “OK, so our offer is $7. Are we going to get a ton of $7 gifts? Aren’t we going to raise less money this way because our donors are going to give less?” Check out page 24 in this free Offers E-book to learn the answer!