How can nonprofits improve donation conversion without losing sight of the donor relationship? During Day 3 of Nonprofit Power Week with Bloomerang, Kirsten Wantland examined what happens when someone is ready to give . . and what can still get in the way!
Kirsten starts with a deceptively simple move: record how each donation came in. A supporter who has given digitally seven times may respond differently to a direct mail appeal than someone who regularly returns a mailed gift. That history can guide segmentation and help a team decide where a more costly channel deserves its budget. If your records are incomplete, Kirsten says you can begin tracking today and learn as the data builds.
Then comes the ask itself. Donors can better picture their contribution when an appeal connects an amount to a clear purpose. Kirsten discusses giving ladders with examples at $50, $75, and $200 . . .and why descriptions beside those amounts matter more than a list of numbers alone. Specificity can reveal which part of the mission first draws a donor in. Over time, fundraisers can introduce that supporter to the organization’s broader work, including opportunities to provide unrestricted support.
“The best thing you can do as a fundraiser is reduce the friction,” Kirsten says. The conversation turns to online donation forms, unnecessary decisions, payment options, and the steps that can interrupt a gift after a donor has decided to make it.
The episode wraps with trust between appeals. Kirsten recommends showing donors what their support accomplished and making “kindness deposits” through updates and recognition. If the only message a supporter receives is another request for money, the organization misses a chance to build a lasting partnership.
Key Takeaways:
Record each gift’s channel so future appeals can reflect observed donor behavior.
Start tracking now if historical records are incomplete.
Connect suggested gift amounts to specific outcomes donors can understand.
Use interest in a particular program as an entry point to a broader relationship.
Review donation forms for extra decisions and steps that could interrupt completion.
Report impact and recognize donor milestones between fundraising asks.