Improve Donation Response Card Performance with These Two Easy Changes
Let’s face it. Donation response cards are boring. And there is not a lot you can do about that. You have to offer several methods of payment and collect certain information and—viola!—your response card is now a bland old form.
But, there are two things you can do to help the card work better:
Attract The Eye To The Card With A Spot Of Color
An effective fundraising appeal package will contain at least a letter, a donation response card, and a reply envelope, inserted into an outer envelope.
You want to ensure that your reader follows the prompts from the appeal letter and picks up the response card next. By making it brighter and eye-catching, you better your chances of grabbing the donor’s attention.
Incorporate your nonprofit organization’s logo colors in the text, especially the affirmation sentence at the top and any other important text you’d like to highlight.
Prime The Donor’s Brain With A Donor Benefit Word In The Affirmation
Your affirmation sentence sets the tone for the donation response card, using positive and influential verbiage. What do I mean by donor benefit word? Well, words like invest, protect, participate, gratitude. Words that remind the donor why they are giving.
The emotional impact of reading a statement that reaffirms why they care or feel concern is much stronger than simply saying “Yes, I’d like to make a gift!”
Take a look at the headings from these donation response card examples and note the simple but effective use of color, affirmations, and donor benefit words. For more examples of donation reply cards in their entirety, visit our Response Card Gallery.
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Fundraising is a science. Consider Five Maples your personal scientists. Influencing your donors to act involves every aspect of your fundraising appeal package—from copy, to design, to the pieces you include.
For more expert guidance, contact Sarah Gnerre, CFRE, VP of Philanthropy, at 1-802-387-3091 or sarahg@fivemaples.com!
