Pencils of Promise came to us and asked for help in their fundraising efforts. During this phase we learned that their big donors were not an issue. The big donors were being approached individually and nurtured as needed.
We realized PoP’s challenge was:
Encouraging small donations from a large number of average donors.
What motivates the average donor to contribute and what determines the amount?
We worked with PoP to gain access to small donors and conducted research with them. We also did research into the psychology of contributing to causes in general.
People are more apt to contribute if they can envision the impact of their contribution.
In fact, they may even be apt to contribute more based on that visibility.
We created an interactive donation slider that literally translates money into impact, equating dollars with days and years of education they fund.
Since the launch, the tool increased online donations by 31%.