Donation Levels are “Call to Action” buttons that suggest a donation amount to your donors as soon as they land on your campaign page. They immensely influence the amount donors give.
Donation Levels can also increase your average donation. Donors like to feel safe and secure. They want to know that the amount they are giving is in line with other supporters - they don't want to give too little or too much. Because of this, donors will usually pick a donation level in the middle of your levels - and you can use this to move the needle on how much donors give.
If you can tie the donation amount back to something specific that your organization needs, like the examples you'll see below, it will help illustrate your story even more. By illustrating your story, donors will see the direct impact they can have on your organization and they are more likely to give!
Creating Compelling and Authentic Donation Amounts
Determining the Amount
Essentially, you want to make donating feel like your donor is buying a virtual feeling. Achieve this by breaking down your impact into "digestible bites". Think about the cost associated with each client, student, visitor, etc. Then, do some math!
What’s your campaign goal?
How many people/places/things are you trying to serve with your campaign?
People - 250
Programs - 25
$5,000 / 250 People = $20 OR$5,000 / 25 Programs = $200
This shows you that $20 will serve one person, and $200 will create one program. You can use this simple math to create 3 - 4 impactful donation tiers based on who or what you're serving!
$20 = One person served
$100 = Five people served
$200 = Fund one program
$1000 = Fund five programs
Determine the Description
You can also create donation levels of real tangible goods which are supported by descriptions, photos, and un-round numbers (you won't find any $25, $50, or $100 donation levels here!).
Take a look at our two examples we've been following with example donation amounts and descriptions:
Example 1: You're fundraising to offset the costs of new rescue animals you just brought in.
$37 = One vaccine
$73 = Food for Five for a Week
$144 = Vet Visit for One
$292 = Food for Five for a Month
Example 2: You're fundraising for your general fund or annual appeal for a conservation organization.
$19 = Purchase one environmental testing kit
$63 = Put gas in our van for a week!
$122 = Sends a child to nature camp for a day
$370 = Provides funding for a weeklong research trip
Now bring your impact to life with a picture to help the donor visualize what they are purchasing for your organization!