Generating traffic is only half the battle. Amy Harrison of Write with Influence shares how you can write persuasive marketing copy that will help you get a donor from “No” to “Yes, I’ll give!”
Good copywriting is essential to optimizing conversions on all of your digital marketing campaigns. So today, we’re bringing you an excerpt from Amy Harrison’s 2018 NIO Summit session on “Getting Past No.”
If you’d like, you can actually, watch the entire session in the video below.
And if you want to be there next time for more high-quality, field-tested wisdom like this to optimize your digital fundraising success, sign up for the next Nonprofit Innovation & Optimization Summit!
Copywriting: The Marketing Amplifier
People don’t do things because it’s the right thing to do. And they don’t do things just because they’re told to.
You’ve got to persuade them — and copywriting is the language of persuasion.
The rest of this post will look at 4 reasons why your ideal donor often says “no” to donating that can be overcome with better copywriting.
Here we go…
Why is your ideal donor saying “No”?
When you sit down to write copy, you’re probably thinking, “Why should the donor give to my organization?”
But that’s not the right place to start. It’s better to ask, “Why are they not donating?”
This starting question makes you more inquisitive and more critical of your copy. It helps you to eliminate the barriers that stop your donors from giving.
Here are the four most common barriers donors have to giving to you.
They can’t see your offer.
The first reason donors don’t give is because they can’t see the offer clearly. It may sound crazy, but the truth is there are a lot of funny things we do that hide our offer from the donor.
Often we try to be too clever with our words, passionate in our tone, or too emotive in our message. Donors get lost in it and don’t see what you’re asking them to do.
Don’t try to be mysterious or clever in your copy. Tell your donor what’s going on in simple language.
Take this email experiment for example. In the control email subject line, we’re trying to arouse the donor’s curiosity.
But in the second email line, we get a little more direct and tell the donor what’s inside the email.
It’s about the best stuff we’ve read this week. There’s still mystery, but the donor now knows what kind of mystery it is.
The second email saw a 26% increase in traffic.
The Danger of Ambiguity
Another way organizations inadvertently hide their offer is by being ambiguous, or as Amy puts it, “easy oasy.”
“Easy oasy” is the feeling you get when you read fundraising copy and it’s as if the nonprofit really doesn’t have an opinion on whether or not the donor gives. They could donate, or they could go do something else. “I’m easy oasy.”
Whatever. Give if you like. Don’t give if you don’t like. Either way, we’re fine. We’re “easy oasy”!
But do you see what happened in this experiment when ambiguity was removed, and the call to action was clearly articulated?
There was a 78% increase in conversions over the “easy oasy” control. Don’t hide your offer in ambiguity.
They have beliefs that make them say “No.”
People use false beliefs all the time to put off doing something. False beliefs include…
“This is impossible. My gift won’t do anything.”
“There’s no real urgent need, so I’ll give later.”
That’s why you’ve got to use your copy to address those false beliefs and show them why they’re wrong.
This is demonstrated in the results of an experiment we conducted with a public policy group that was gathering signatures for a petition.
The objective of the landing page was to thank the petition signer and persuade them to top it all off with a donation to the cause.
In the control, the offer is clear, but it doesn’t emphasize just how much the donor’s gift will mean for the cause.
The donor may very well be thinking, “Great, I signed a petition. But what good will this do?”
So in the treatment, we ramped up the idea of what an individual donation can do right now. Instead of a basic “Thank you for joining the fight” headline, the treatment said “Thank you! Your signature at a time like this is critical for three reasons…”
The new donation page that emphasized how critical the donor’s participation is produced a 125.6% increase in revenue compared to the control.
So tackle the false beliefs your donor might have straight on –and remove them one by one.
They don’t think what you do is important enough.
When a donor hesitates to give because they don’t think your work is important enough, it’s usually because the copy does not articulate the impact of what you do well enough. There are a few levels of showing impact in your copy.
Here’s an example of an organization that provides food to families in areas where disaster has stuck. First, they can show what their organization can do with the gift. For example, a donation of $35 can provide enough food to sustain a hungry family for a month.
Second, there’s the impact level of what the family is able to do when this basic need is met. Having this need met means the family doesn’t have to split up to find food. They can be together, comfort each other, and ensure each other are safe.
And lastly, there’s the final level of impact that shows the ultimate outcome for this family. The donor is providing peace of mind, less stress, and one less difficulty to sort out as they figure out what’s next.
All of this, for $35. And that sounds a whole lot better than just buying some cheap groceries.
Your copy needs to remind donors of the impact their gift can make using examples of each level of impact.
This increases desire in your donor to give.
They don’t trust you.
We live in a broken world with many nonprofits that mishandle donor gifts or simply aren’t able to make a significant impact with the funds they’re given.
Understandably, many donors don’t blindly trust the claims of organizations or businesses for that matter.
To get around this barrier, write copy that shows how you’re different than all those other organizations without calling them out or criticizing them.
Identify potential frustrations your donors might have with other organizations (that shall remain nameless) and show them why they can trust you to be different. We call this exclusivity, and you can read more about it in our research study on nonprofit value proposition.
One frustration many donors have is that organizations can be impersonal and corporate-like.
So in the experiment below, we took a standard email appeal and stripped away all the corporate branding and imagery. You can see in the test email that without all the corporate brand elements, the email looks more personal, like it came from a friend.
Friends don’t use logos when they send emails. They just type.
The more personal email saw an 80.3% increase in traffic by addressing a common donor frustration.
You don’t have to go head to head with “competitors” and explain why your organization is better. You just have to identify frustrations and then show how your organization is uniquely equipped to serve your cause well.