Recommended best practices
Test early and test often.
Make donation-appeal testing a routine part of your strategy. This will ensure that your best content is ready to roll out in time for the busy giving season. Try testing and experimenting with audience targeting, copy length and the donation ask.
Be personal and relatable.
Don’t use broad numbers. Be specific about the difference a five, ten or fifteen pound contribution can make. And consider testing smaller donations.
Don’t be afraid to tell the full story.
Through testing, one charity found that they increased donations by putting the full story directly in the post and using the donate button.
Pick the right time.
When can you create a sense of urgency and relevancy to ask your fans to give?