Building a donor base.
WHY IT MATTERS
Individual giving is usually unrestricted, which is what organisations most need.
WHAT IT REQUIRES
A clear, specific case Trust Ease of giving Continued relationship
WHAT MAKES A CASE COMPELLING
A specific problem A specific person or situation A specific action the donation enables Evidence it works
WHY SPECIFICITY
People give to something they can picture, not to a category of need.
WHAT TO AVOID
Imagery that strips dignity from the people you serve Exaggeration Guilt as the primary appeal
WHY DIGNITY MATTERS
Those depicted are people, and the depiction affects how they are seen.
WHAT TO ESTABLISH
Consent for any image or story used.
WHY
It is both an ethical and a legal requirement.
WHAT TO MAKE EASY
Giving, through whatever channels people actually use.
WHAT TO PROVIDE
Options: one-off and recurring.
WHY RECURRING MATTERS MOST
It provides predictable income, which is what permits planning.
WHAT TO DO AFTER SOMEONE GIVES
Thank them, promptly and specifically.
WHAT TO TELL THEM LATER
What their money did.
WHY
It is the single largest factor in whether they give again.
WHAT TO TRACK
Donors, amounts, and whether they repeat.
WHAT TO AVOID
Contacting donors only when asking.
WHAT TO BUILD
A relationship, over years.
