Let’s get right to it:
To remove barriers to giving, your copy needs to address donor doubts head-on.
I know this seems counterintuitive. Won’t talking about a potential donor’s doubts confirm their concerns and send them running for the hills?
Nope. Not if done correctly.
A Classic Copywriting Tactic
Tackling objections is a classic copywriting technique because it works! Advertisements and landing pages that have been written with the potential customer (or donor) in mind perform better.
Think about the last time you considered making a new purchase online. If you ended up pulling out your wallet, I'm guessing it was because the sales copy spoke directly to your doubts and fears about the purchase.
This happened to me recently. I was interested in a monthly subscription service, but I was also hesitant.
I wasn’t sure I would want the service every month. My unspoken doubt was what if I want to skip a month here and there?
I also worried about how hard it would be to cancel. I’d had a bad experience with a different subscription service that was a nightmare to cancel. I had to make an actual phone call (the horror!), wait on hold for 20 minutes, and then talk to a customer service rep who tried to convince me to stay. So my second unspoken hesitation was how hard will it be to get out of this if I don’t like it?
But this subscription program addressed both of my concerns directly with copy that stated “skip any month you’re not interested in” and “we make it easy to cancel!”
As a result, they made the sale.
I didn’t even need a ton of proof backing up their claims. I just needed to see that they knew these were things their customers were concerned about.
Your nonprofit also needs to address potential donors’ concerns.
Donor Doubts
Imagine you're a new visitor considering becoming a first-time donor to your organization. What doubts do you have that could prevent you from clicking the “DONATE” button or responding to a direct appeal?
Let’s list some possible donor doubts:
Is this organization trustworthy?
Will they use my money wisely?
Does my donation make a real difference?
Is my donation even necessary? (Look at all those corporate sponsors they have, after all.)
Is this organization stable? Will it be around 5, 10 years from now?
Will it be too complicated or take too much time to become a donor to this org?
Is my donation too small to count?
Do I belong? Will I fit in with this organization?
Will giving to this org make me feel good?
Does the copy on your website and in your fundraising letters/emails address these doubts?
Now imagine you’re a one-time donor thinking about becoming a monthly donor. Do you have new or different doubts? What are they?
Chances are visitors to your website aren’t articulating their doubts, but they’re working in the subconscious. You need to find ways to write natural, authentic copy that weaves answers to these questions throughout.
How to tackle objections in your nonprofit communications
Ask a small group of donors to give feedback on your website and appeal copy before it goes live. Have them read it and submit their questions and doubts. You’ll get greater insight into the average donor’s mind, and they’ll get a sense of investment in your success. Win-win!
Use testimonials from current donors. Having a current donor speak directly to possible doubts of potential donors is invaluable. When you solicit testimonials from current donors, be specific. Ask questions like “why do you trust us with your money?” “How do you know your donation has an impact?” “What difference does being a donor make in your life?” (For more questions to ask donors, check out this blog post.)
Create interactive and engaging annual reports and make them available on your website. Having them there will increase trustworthiness, even with visitors who don’t take the time to open and read them.
Regularly share new impact stories and stats - on your website, in emails, and in your blog and social media posts. If you're relying on info from a couple of years ago, visitors will wonder if you're still having an impact.
Be direct in saying "Your donation matters," "every penny helps," and "giving is easy." You don't have to use those exact words, but your message should be crystal clear and leave no room for doubt.
To make potential donors feel like they belong, you need to create a culture and copy that is warm and welcoming. People may give a one-time gift because a friend or family member asked them to, but to get life-long donors, you need to create a culture of belonging. Nobody does this better than Charity: Water. Here's some direct copy from their website:
This incredible community is composed of generous, passionate, and determined people —like you—from more than 100 countries around the world. They’re world changers and history makers. And you’re going to fit right in.
Finally, your behavior after the donation should confirm the trust that inspired it - and make the donor feel like a partner. Give a genuine thank you, continue to share impact and testimonials, always be financially transparent and trustworthy. This is how you pave the way for your next donation.
As with most communication, being upfront and facing potential issues head-on is usually the right course of action. Find ways to address donor doubts directly in your fundraising copy, and you’ll see revenue increase.
