If you’re accepting donations on your website, you may have realized that encouraging visitors to donate involves more than just UX or payment options.
For example, in the Charitable Donations and the Theory of Planned Behavior, findings suggest that greater conceptual work is needed to accurately reflect the determinants of people’s actual donation decisions.
If you’re running a nonprofit or fundraising initiative online, you’re likely considering offering a “suggested donation.”
But what is a suggested donation exactly, and how can you use it effectively? This guide covers the meaning of suggested donations, appropriate amounts to request, proven wording examples, and psychology-backed tips to boost donation rates.
What is a suggested donation?
A suggested donation is an amount you recommendârather than requireâyour supporters to give when making a donation. Visitors choose whether to donate your suggested amount, donate a different amount, or not donate at all.
You usually base the suggested amount on your funding needs, the cost of your programs, or what’s typical for your donor base. For example, you can set options like $10, $25, or $50 to provide a range for donors to choose from.
Do you have to pay a suggested donation?
No. A suggested donation is exactly thatâa suggestion. Donors are free to choose how much they wish to give or if they choose to give at all.
Suggested Donations Benefits
Needless to say, you canât force your visitors to donate a certain amount, however, itâs amazing how suggested donations can drive conversions.
These suggested donation amounts serve various purposes and key benefits:
- Flexibility: While you suggest a specific amount, donors aren’t obligated to give exactly that. They can choose to donate more or less, based on their ability and willingness.
- Guidance: Suggested donations help donors understand what level of contribution you consider helpful or meaningful.
- Efficiency: By providing a suggested amount, you can streamline the donation process, making it quicker and simpler for donors to decide how much to give.
- Psychological impact (anchoring): Recommended amounts set expectations on appropriate donations.
- Customization: You can offer multiple suggested donation levels, each associated with a specific impact or outcome, helping donors feel more connected to the cause they’re supporting.
What’s an Appropriate Suggested Donation Amount?
The ideal suggested donation depends on your specific fundraising goals and your donors’ expectations. Ideally, suggested donation amounts reflect:
- Your organization’s actual expenses or needs.
- Past donor data (average past donation amounts).
- Typical norms for your industry or charity.
Start by reviewing previous donations. If your organization averages donations of about $50, suggest donations around this amount (e.g., $25, $50, and $100).
Examples of Suggested Donation Frameworks:
- Education:
- $25 helps buy textbooks for a student.
- $100 buys monthly supplies for one classroom.
- Healthcare:
- $20 provides medical supplies to one patient.
- $75 covers a check-up.
- Animal Shelter:
- $15 feeds one rescued pet for a week.
- $250 sponsors one pet until adoption.
Understanding Donor Psychology: Why People Donate
Why Do Suggested Donation Amounts Work?
People rely on suggestions to reduce decision-making difficulty. Behavioral science research confirms that suggested amounts are effective due to cognitive biases like anchoring, simplicity, and social proof.
Using Matching Grants to Encourage Donations
Matching grants (donation doubles when matched by another donor) significantly motivate people because they feel their generosity goes further.
âDoes price matter in charitable giving?â study suggests that matching grants can increase donations because they create a perception of increased value for the donor’s contribution (Karlan and List, 2007; Meier, 2007).
For example, if there is a 1:1 matching grant, for every dollar your visitor donate, the matching donor will also donate a dollar, effectively doubling the total contribution to the charity.
When donors feel that their donation is “worth more” because it will be doubled, leading to a larger total contribution to the charity. This perception of increased value can motivate more people to donate or to donate larger amounts.
Donation Amount and Perceived Impact
In the same study by Karlan and List (2007), itâs found that donors are more likely to give when they believe their donation will have a larger impact. This can be related to the price-quality heuristic, as donors may perceive a larger donation as having a greater “quality” in terms of its impact.
The Power of Three
One effective strategy is the âRule of Three.â Present donors with three suggested amounts: a low, medium, and high option. This gives them a range to choose from based on their comfort and commitment levels.
Low option: This should be an accessible amount for nearly everyone in your target audience, encouraging broad participation.
Medium option: Position this amount as the most commonly chosen amount to set a psychological benchmark for giving.
High option: This should be a stretch amount for the wealthier donors, providing an aspirational goal.
Transparency and Trust
“Testing mechanism for philanthropic behavior” Research by Bekkers and Wiepking (2011) shows that donors are more likely to give when they trust a charity and can see how their contributions are used.
Transparency in charitable giving refers to how openly a charity communicates about the use of donations, including financial statements and program outcomes.
Donors are more likely to give when they trust that their donation will be used effectively, which can be seen as a form of “quality assurance” for their contribution.
Donor Recognition
Studies have found that recognition for donations can motivate giving (Harbaugh, 1998). This is related to the concept of prestige sensitivity in the price-quality heuristic, where people are willing to pay more for a product that confers status or recognition.
Donor recognition, such as public acknowledgment or exclusive rewards, can create a sense of prestige and social status for donors. This sense of status can be a powerful motivator, as individuals may be driven to donate not only for altruistic reasons but also to enhance their social image. In this way, the desire for recognition can be leveraged by charitable organizations to encourage more generous giving and foster a culture of philanthropy.
How to Ask for a Suggested Donation?
#1 Emphasize Impact Clearly
Explain how donations make a difference. Link each suggested amount to clear outcomes (e.g., “$20 provides clean water for one family”).
#2 Use Psychological Anchoring (âThe Power of Threeâ)
Offer three amounts (low, medium, high) clearly on your donation page. Most donors choose the middle option, so set this as your ideal donation.
#3 Highlight Popular Donation Amounts
Mark one amount as âMost Popular.â People naturally choose amounts they see as normal or popular.
#4 Allow Custom Donations
Always give donors the option to choose their own donation amount aside from suggested ones. It ensures you don’t limit generous donations.
#5 Promote Trust Through Transparency
Clearly show how donations are used. Trust-building words (e.g., secure, reliable, transparent) make donors feel safe about giving.
#6 Keep Donor Preferences in Mind
Allowing donors to choose their own donation amount is crucial. Without the option to enter a custom amount, potential donors might leave your page without contributing.
According to the “warm glow” theory, people derive satisfaction from the act of giving itself, regardless of the amount and impact of their donation.Â
You might also like to read: 9 donation page best practices to fire up your fundraising
What are effective wording examples for suggested donation amounts?
Donation wording plays an important role in encouraging potential donors to contribute. Effective wording can clearly communicate the need, create emotional connections, make the feeling of urgency, and build trust.
When suggesting donations, use clear and polite language to communicate the need and how contributions will be used. Phrases like “Support Our Cause,” “Every Little Bit Helps,” or “Contribute Today” can encourage donations.
If you’re unsure how much to ask for, suggest various donation levels to fit different budgets. Words like “Our $5 Monthly Support Will Help X” or “A $50 Donation Can Provide Y” give specific examples of what contributions achieve. This helps donors see the direct impact of their support.
- Explain the impact: Describe how donations will be used.
- Use emotional appeals: Connect with the donor’s values and emotions.
- Include a clear Call-to-Action: Prompt the donor to take action, e.g., “Donate Now.”
- Be grateful: Always thank donors for their generosity.
Suggested donation wording examples
- “Join Us in Making a Difference”
- “Your Gift Helps Us Provide Essential Services”
- “Support Our Cause with a Donation”
- “Every Dollar Counts – Contribute Now”
- “Help Us Reach Our Goal”
- “Be the Change – Donate Today”
Examples of suggested donation amounts
- “$10: Buy a Meal”
- “$50: Provide School Supplies”
- “$100: Sponsor a Day of Care”
- “$500: Quarterly Fund Goal”
Suggestions of action words
To choose action words for suggested donations, focus on clear, specific verbs. Use terms like “support,” “contribute,” and “help” to guide the donor’s action. These words convey a sense of purpose and directly link the donor’s action to the mission.
Choose action words that inspire and motivate. Words like âdonate,â âjoin,â âcontribute,â or âimpactâ encourage involvement. They guide potential donors toward taking a specific action.
Examples for action words
- Give: Encourages a straightforward donation.
- Support: Implies ongoing involvement.
- Join: Invites them to be part of a community.
- Help: Suggests providing assistance.
- Contribute: Implies adding to a collective effort.
- Assist: Offers a softer call to action.
- Participate: Encourages involvement beyond donating.
- Build: suggests creating something lasting.
- Create change: Inspires transformative action.
- Invest in: Suggests long-term impact.
- Make a difference: Highlights the donor’s role in change.
- Empower: Encourages enabling others.
Using urgency words for suggested donations
Using urgency words for suggested donations can effectively encourage immediate action. Phrases like “act now,” “limited time,” or “urgent need” create a sense of immediacy. These phrases can motivate potential donors to contribute sooner rather than later.
Urgency can motivate immediate action. Highlight time-sensitive projects or match deadlines. Use words like ânow,â âtoday,â âurgent,â or âimmediateâ to convey the need for quick responses.
Example urgency words
- Now: Encourages immediate action.
- Today: Creates a sense of timeliness.
- Act now: Implies limited-time opportunity.
- Immediate: Suggests pressing need.
- Urgent: Highlights critical situations.
- Don’t wait: Encourages prompt decisions.
- Limited-time: Denotes time-bound offers.
- Deadline: Indicates a fixed timeframe.
- Ending soon: Suggests closure of opportunities.
- Hurry: Encourages quick participation.
Using phrases to create emotional connection
Incorporate storytelling and shared experiences to build emotional connections. Use phrases that resonate with love, hope, or empathy. Highlight real-life impacts and personal stories.
Creating an emotional connection and empathy can enhance engagement. Use relatable stories and human-centered language. Phrases like âyour help matters,â âjoin our family,â or âtogether, we canâ foster this connection.
Example emotional connection phrases
- âTogether, we can make a difference.â
- âYour support changes lives.â
- âJoin our community of helpers.â
- âFeel the impact of your generosity.â
- âBe part of something bigger.â
- âHelp us create lasting memories.â
Trust-Building Words for Donation Pages
Trust-building words for donation pages include “transparent,” “secure,” “verified,” and “trusted.” These words reassure potential donors about the credibility and reliability of the organization. Highlighting safety and transparency can increase donor confidence.
Building trust is crucial for successful fundraising. Use words that emphasize reliability, transparency, and accountability. Phrases like âtrusted partner,â âsecure donation,â or âtransparency in actionâ build confidence.
Example trust-building words
- Transparent: Implies openness about funds.
- Reliable: Suggests consistent delivery.
- Secure: Ensures safe transactions.
- Authentic: Means genuine and real.
- Verified: Indicates checked and confirmed information.
- Accountable: Implies responsibility and answerability.
- Certified: Means officially recognized or guaranteed.
- Endorsed: Backed or supported by recognized entities.
- Proven: Established track record.
- Honest: Suggests truthful communications.
Soft ask words for donations
Create soft ask words for donations by using gentle and considerate language. Phrases such as “consider supporting” or “if you’re able” make the request less direct. This approach respects the donor’s choice and avoids pressure.
A soft ask is a non-intrusive way to suggest donations. Use phrases like âif youâre able to contribute,â or âconsider helpingâ to gently introduce the idea of donating. Itâs a respectful and mindful way to encourage support.
Example phrases for soft ask
- âConsider making a small contribution.â
- âIf you’re able, we welcome your support.â
- âWould you help us with [specific goal]?â
- âThink about joining our cause.â
- âYour gift of any size makes a difference.â
- âEvery little bit helps.â
Examples of donation requests
- “Please consider supporting us with a donation.”
- “Your gift can make a difference. Donate today!”
- “Help us reach our goal. Every contribution counts.”
Frequently Asked Questions (FAQ)
What does suggested donation mean?
Suggested donation is a recommended fundraising amount that donors can voluntarily choose to pay. It’s not mandatory.
Do you legally have to pay a suggested donation?
No, paying a suggested donation is voluntary, not legally required.
What’s the best way to word a suggested donation?
Keep your wording clear and friendly. Highlight specific impacts (e.g., “$50 feeds a family for one month”) to clearly illustrate the benefit.
How much should suggested donation amounts be?
Your suggested amounts should reflect your fundraising goals, your average previous donations, and your audienceâs typical giving level.