Double Your Fundraising By Asking Donors NOT to Give [STUDY]

Make 2013 the year online giving takes off for your nonprofit.Want to double your online giving results? Simple …just make it easy for your donors not to give.

As counterintuitive as that sounds, a recent study highlighted in this John Haydon blog post tells us that giving donors an option to give and NOT to give actually doubles the likelihood they will donate.

It’s called the “But You Are Free” approach to a giving ask. In other words, along with saying “Please donate by clicking here” you would also want an adjacent button that says “You are free not to give by clicking here.” (The approach worked best face-to-face, but also worked well when done via email)

So NOW what??

From an online giving standpoint, the next logical question is …if someone clicks on the “But you are free not to give” option, where does that link take them? Do you ask them to instead share some content via a social network or email? Ask them to ask their friends to support the cause? …redirect the to a homepage? …or end of story, do nothing at all? I think this makes for a great conversation, so I’d love to hear your thoughts in the comments or online at Twitter or LinkedIn.

Justin Ware is the Director of Interactive Communication at Bentz Whaley Flessner where he helps clients build online engagement and fundraising strategies.

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