A donation form is the donor’s connection to your organization when making a contribution. It should make it easy for donors to give, but what exactly does that entail? “Donation Forms that Increase Giving – Tools & Tips” provides the strategies needed to create a donation form that provides options for how to donate and opportunities for not only increased, but additional giving.
What Should a Donation Form Include?
Personalized Information
- Donor name, address, phone number, and e-mail address.
- The donor ID number and mailing code assigned by your organization. This identifies the donor’s giving history as well as the specific package that they are being mailed.
- A variable gift ask array, personalized based on the donor’s last gift.
- Consider including the year during which the donor first donated, or the number of years they have been donating. Wording such as “Supporter Since…” or “10 Year Donor” encourages donation consistency and loyalty.
- Include additional personalization by including the amount and date of the donor’s last gift with a very short thank you sentence about why another gift is needed.
Pre-Printed Information
- Ask the donor to make corrections to their address if needed.
- Give the donor the opportunity to add their email address or other information that you don’t have such as their phone number. Include a sentence on the form which says: “My email address is______________.” Or, “My phone number is_______________.”
- Provide written options for various ways to donate. Give the organization’s phone number for phone donations, a website for web donations, and a mailing address should they want to donate by check.
- Make space for the donor to fill in their credit card information.
- Include a “Tax deductible” statement.
- Always include your organization’s logo with the address, phone, and web address.
Call to Action
One of the most important words in a call to action is the word “yes.” The call to action is your opportunity to invite the donor to make a contribution. Wording such as “Yes, I want to donate now to help neglected animals in my neighborhood,” is a “yes” statement. It confirms the donor’s commitment to give and states how their gift will help.
Expand the Donation Form
If your donation form is currently a buck slip and slides right into a #10 envelope, give consideration to doubling the size and folding it over in the envelope. If you fundraise online, expand the donation area. The extra space will allow you to:
- Include an option for monthly giving.
- Provide the donor an opportunity to make a gift in memory of someone. (This is an often-used addition during the holiday season.)
- Highlight an employer match option. Read “How to Create a Matching Gift Program” for more information on matching gifts.
- Ask if the donor wants to be contacted about planned giving options and provide them with ways to connect with the planned giving officer of your organization.
A well thought-out donation form is often overlooked, but it is an incredibly important component of any direct mail package or online donation page. They are the central component of most fundraising efforts and provide the necessary infrastructure for donors to contribute.
Having the ability to provide a wealth of information, a well-designed donation form allows for ease of donation, options for how to donate, and opportunities for not only increased, but additional giving. Utilizing the donation form strategies we provided will improve your ability to fundraise, build sustainable support, and foster ongoing trust and credibility.
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Write Choice Marketing – Helping nonprofits raise donations through compelling copy, engaging content, and donor responsive strategies that get results. We offer creative, cost-effective fundraising and marketing solutions. Contact me today for a free 30-minute consultation.
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