{"id":30983,"date":"2023-07-27T16:06:04","date_gmt":"2023-07-27T20:06:04","guid":{"rendered":"https:\/\/test.donorperfect.com\/nonprofit-technology-blog\/?p=30983"},"modified":"2024-07-01T15:22:20","modified_gmt":"2024-07-01T19:22:20","slug":"donation-ask-amounts","status":"publish","type":"post","link":"https:\/\/test.donorperfect.com\/nonprofit-technology-blog\/fundraising-software\/donation-ask-amounts\/","title":{"rendered":"How to Determine Donation Ask Amounts for Giving Tuesday and Beyond"},"content":{"rendered":"\n

With 50% of nonprofits receiving the majority of their donations<\/a> from Giving Tuesday through December 31, it\u2019s imperative to make the most of the giving season to boost visibility and bring in end-of-year donations. Providing a range of giving options can oftentimes result in higher donations, but determining the right ask amounts is key.<\/p>\n

You can strategically calculate appropriate ask amounts for online and direct mail solicitations through a data-driven approach to maximize your fundraising<\/a> efforts.<\/p>\n

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Why giving amounts matter<\/h2>\n<\/div>\n<\/div>\n

Some nonprofits don\u2019t give much thought to ask amounts or giving tiers when crafting their solicitation letters or setting up online donation forms, oftentimes using the same amounts year after year. But, well-planned giving amounts are critical to helping supporters determine how much they can donate. Most donors will appreciate the guidance and usually end up giving more when offered a range<\/a>.\u00a0<\/p>\n

Pro tip: <\/strong>Provide donors with 4-6 ask amounts, with one of them being \u201cother.\u201d This allows your donors to easily select the option that\u2019s right for them yet doesn\u2019t overwhelm them.<\/p>\n

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How to determine ask amounts<\/h2>\n<\/div>\n<\/div>\n

Take a look at your data<\/a> as you go about choosing the giving levels for your campaign and maximize your donors\u2019 giving potential. You can use your donor management system\u2019s built-in reports to assist with necessary data points and calculations. There are a number of ways to select giving amounts that leverage data and donors\u2019 habits for both online and direct mail solicitations.<\/p>\n

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Online<\/h2>\n<\/div>\n<\/div>\n

With Giving Tuesday\u2019s ongoing growth,<\/a> it\u2019s safe to assume that both your previous and potential new supporters are eager to contribute. Given the movement\u2019s strong presence on social media, it is crucial to provide an online donation form for seamless engagement.<\/p>\n

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1. Build upon your average gift<\/strong><\/p>\n<\/div>\n<\/div>\n

Find the average gift made to your nonprofit from Giving Tuesday through the end of the year. Add up the total amount of contributions received during this timeframe and divide it by the total number of gifts received during the same timeframe. For example, if you received $30,000 in donations from Giving Tuesday through December 31 from 275 supporters, divide $30,000 by 275 to get an average gift of $109.\u00a0<\/p>\n

Donors tend to select an amount in the middle<\/a> when provided options, so set one just above your average gift. Keeping our example, if your average gift was $109, you could list $100, $125, $200, and \u201cother.\u201d<\/p>\n

Pro tip:<\/strong> Use the same method to determine giving amounts for your general donation form used the rest of the year with data from January up to Giving Tuesday.<\/p>\n

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2. Utilize impact statements<\/strong><\/p>\n<\/div>\n<\/div>\n

Include impact statements or donation descriptions next to your ask amounts on your donation form so your donors know how their gift can positively impact the community. For instance, illustrate how $100 can buy five collars for therapy dogs, while a $500 gift can cover necessary obedience training.<\/p>\n

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For example, DonorPerfect Online Forms allow you to add your own ask amounts and descriptions (including monthly options) to easily explain and maximize impact!<\/p>\n

Learn more >><\/strong><\/a><\/p>\n<\/div>\n

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3. Encourage monthly giving<\/strong><\/p>\n<\/div>\n<\/div>\n

Incorporate suggested monthly giving<\/a> amounts in your online forms as a powerful strategy to increase engagement year-round. For recurring donations, our data shows that around $50 is the most successful suggested giving level, and since most people select a middle option, your monthly giving<\/a> tier could be $25, $50, and other.<\/p>\n

Psychologists who specialize in understanding consumer behavior have uncovered that numbers ending in 4, 7, and 9 are perceived as more affordable on an ongoing basis<\/a> as compared to those ending in 0 or 5. Try introducing giving tiers that align with this theory, effectively motivating donors to commit to recurring contributions. For instance, if your average gift amount is $109, consider suggesting giving amounts of $119, $149, and $199 to foster a sense of affordability and encourage more monthly giving<\/a>.<\/p>\n

Pro tip: <\/strong>Put this theory to the test! Your online form tool should allow you to list different giving amounts for one-time and monthly gifts<\/a> on the same donation form.<\/p>\n

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Direct mail<\/h2>\n<\/div>\n<\/div>\n

Delve deeper into each donor\u2019s giving history to provide tailored ask amounts that resonate with their interests and past contributions.<\/p>\n

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1. Take high gifts to new levels<\/strong><\/p>\n<\/div>\n<\/div>\n

Maximize your donors\u2019 potential by asking for 20% more than their previous highest gift amount. Use your constituent relationship management system (CRM) to find this data point and multiply each donor\u2019s previous maximum gift by 1.2 (120%) to determine the new ask amount. For example, if they previously gave a maximum gift of $200, multiply that by 1.2 to get $240 as the target.<\/p>\n

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2. Leverage last gift amount<\/strong><\/p>\n<\/div>\n<\/div>\n

Again using the reports in your CRM, determine the last gift given by each donor. Provide giving tiers of last gift, last gift +10%, last gift +20%, and \u201cother.\u201d<\/p>\n

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Continue making data-driven decisions<\/h2>\n<\/div>\n<\/div>\n

Evaluate your current data partway through your end-of-year campaign. You may want to change up your ask amounts \u2013 that\u2019s one of the many benefits of online donation forms. If most people are giving a select amount, slightly increase that option. If, for instance, you offered $100, $125, and $250, and people are frequently giving $100 and $125, increase your second ask amount to $150 and see if the trend continues.<\/p>\n

Pro tip: <\/strong>Use your CRM\u2019s scheduled reports<\/a> feature to have this data delivered right to your inbox at regular intervals, so you can quickly evaluate and determine if you need to adjust your giving levels.<\/p>\n

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DonorPerfect clients:<\/strong> If you\u2019re ready to take your fundraising<\/a> to the next level, our expert trainers will help you identify patterns and trends in your data so you can optimize your messaging, target the right donors, and ultimately raise more funds for your cause.\u00a0<\/p>\n

Don\u2019t yet use DonorPerfect?<\/strong> Get started today<\/a> to increase your donations this Giving Tuesday.<\/p>\n<\/div>\n

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Increase the effectiveness of your donation form<\/h2>\n<\/div>\n<\/div>\n

Customize your online donation form to connect with donors on a personal level and enhance their giving experience<\/a>. A thoughtful, visually appealing, and well-branded form can make a significant difference in donor engagement<\/a> and contributions to your cause.<\/p>\n

Form effectiveness checklist:<\/strong>
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