People often ignore charitable or investment asks. How can you increase the odds your prospects notice?

What’s your approach to reach non-donors or prospects who haven’t yet purchased from you?

There’s been a great deal of research on influencing non-donors:

* Many lack the financial resources
* Some volunteer instead of giving
* Others expend residual income on loved ones
* A core may perceive that your cause doesn’t make a difference
* Others distrust nonprofits to deliver on their brand promise

What steps can persuade people to support your cause?

1. Tell the story of an individual facing challenges, share data on how your charity has impacted their circumstances, and include an image to generate empathy.

2. If the recipient of your services is located many miles from the donor, show how the person being supported is like folks closer to home.

3. Provide concrete examples of how a gift creates change, even when the overall need is vast, to mitigate feelings of futility among those being asked.

4. Offer non-monetary ways for a non-donor to make a difference, which could ultimately bring them closer to giving. These are just a few ideas. There are many more strategies      to reach prospective supporters.

Sources:
Peter Singer, Ethicist/Author
Paul Slovic, Decision Research
Nonprofit Tech, Global Trends Study 2020
Forencis Research