You Can Do Better Than “Donate Now”


I learned a long time ago that “donors fund outcomes.” They are more likely to give a donation if they think their gift is helping to create a specific outcome – as opposed to just “supporting your organization.”

Turns out the same principle works online, too.

Better Fundraising has had more success with online “donate” buttons that replace the word “donate” with an outcome that the organization produces.

The Lesson: replace the text on your “donate” button with text that reinforces the outcome of your donor’s gift

Here are a bunch of examples from our archives:

Provide Shelter
Feed 1 Person
Save The Parks
Provide an Ultrasound
Save A life
Provide Clean Water
Provide a Coat
Provide a Scholarship

You get the point.

The lesson for you: if you’re able, update any donate buttons you use in email, on your website, and in social media.

Instead of highlighting the action of giving (“donate” and “give now”), highlight the outcome the donor’s gift will help create

I should mention that we don’t have any head-to-head testing data that backs this recommendation up. But I’ve read results that back me up.

And the principle of “asking a donor to do a powerful thing” works better than “asking a donor to donate” has benefitted our clients too many times to count.

Good luck! And always remember that your donors are more likely to give this month than any other time of year. So don’t hesitate to Ask them to help your beneficiaries!


Steven Screen is Co-Founder of The Better Fundraising Company and lead author of its blog. With over 25 years' fundraising experience, he gets energized by helping organizations understand how they can raise more money. He’s a second-generation fundraiser, a past winner of the Direct Mail Package of the Year, and data-driven.

Leave a Reply

Your email address will not be published. Required fields are marked *