Have you ever had a sinking feeling after making a purchase? If so, then you’ve experienced buyer’s remorse.
Believe it or not, most donors can feel donor remorse after making a donation, regardless of the amount. It’s hard-wired into their brains.
Even as they click the donate button, nagging questions hover somewhere in the background:
- How will my donation be used?
- Will it make any meaningful impact?
- Is this the best way to spend my hard-earned money?
- Am I giving too much money?
There are many ways to describe donor remorse, but they all can be summarized as feeling doubt about their decision to give.
Your job is to remove that doubt.
“Because of your gift…”
The best ways to minimize donor remorse is to immediately reinforce the impact their gift will make. Tell them the difference they just made in someone’s life.
Here are three specific ways you can put this into action:
- Reinforce the impact on your “thank you” page – Your Thank You page is the first thing a new donor sees. Remind the donor that their donation matters. Tell them that their gift has an immediate impact. Be specific. For example, “…your donation gives homeless mothers hope by providing healthy lunches for their kids at school”.
- Reinforce the impact in your “thank you” email – Remind the donor that their donation matters. Make sure your email autoresponder begins with “Thank you…”, followed by “Because of your donation…”. Be specific about the impact, like the email below from Global Giving.
- Follow up in 30 days – Reporting back to donors about their gift within the first 90 days increases donor retention. Most email marketing solutions allow you to automate follow-up emails to donors.
The takeaway here is to tell donors what their gift did – what THEY did – at every opportunity. If done right, this strategy will not only diminish donor remorse, it will increase donor retention.