Directed gifts are one of the best ways to engage with donors. Instead of having donors contribute to a general fund directly to the charity, a directed gift or fund allows you to show exactly what the donation will go towards – whether it is a specific product or service that you provide to do the great work that you do.
When thinking about creating directed gifts you need to consider the following things
- A compelling gift that links directly to what you are trying to achieve
- Clear imagery and titles to grab the attention of potential donors
- A clear description of the item or service, the benefit it delivers, how it is used, how many are used throughout the year and how it helps your charity achieve its mission
- The price of the directed gifts is really important. We would recommend that any charity has a range of directed gifts that cover all prices. Think about the different types of ways people can give – one off giving, regular giving via credit card or payroll giving and then one-off special giving, such as gift registries. A range of price points, starting fro $5 up to $50 or $100 is recommended.