You’re likely thrilled when your not-for-profit receives a large gift. But when you add them up, small donations can be just as critical to your organization’s well-being. The latest trend in giving is the micro-donation, and if you aren’t already soliciting these types of gifts, it’s time to start.
Don’t think twice
Micro-donations are gifts small enough that a donor doesn’t have to think twice about making them. Many people, citing budget constraints, are reluctant to make a one-time donation of, say, $200. Yet they may not think twice about giving $20 a month via an automatic checking account deduction — even though such donations will add up to more than $200 over a 12-month period. Simply put, micro-donations make giving doable for more people.
Micro-donations are particularly attractive to younger adults who are only able to give small amounts right now. As they become more financially secure, these micro-donors may become macro-donors to charities they have long-term relationships with.
Scale to size
To get micro-donors’ attention, include encouraging wording in your fundraising materials — for example, “Every dollar counts” or “No donation is too small.” Be sure to thank small donors for their contributions and let them know how you’re putting their money to work. Your nonprofit might not consider a $15 or $30 gift significant, but it could be a big deal for the person who makes it on a limited budget.
If the micro-donation is made in cash, provide the donor with a receipt, no matter how small the amount. You don’t have to substantiate micro-donations made via check, credit card or payroll deduction, but you should send a letter of acknowledgment anyway. A letter enables you to express your appreciation and encourage future support of your organization.
Craft your message
Micro-donations can provide a significant revenue stream for nonprofits. But you need to make sure your group’s message and its fundraising activities reflect the value of small donations and the people who make them. Contact us for help on attracting donors both big and small.
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