Dollar Handles are pre-set amounts for donors to choose from when donating.
They have several effects:
By offering simple choices they can speed up donating and reduce the risk of someone getting stuck and not completing their donation because they are unsure how much is reasonable.
Research indicates that dollar handles can increase average online gift size.through an anchoring effect. ( The idea that $10 doesn’t seem like enough if the default suggested is $20.)
When combined with a statement of the tangible effect of the amount, people are more likely to donate because they can connect their donation to an outcome, so they feel like they have made a difference.
- Consider your target donor, current campaign, current average donation amount to your website and Givealittle (these might be different).
- High dollar amounts might require more consideration by the donor - setting handles at a level that requires consultation with others might derail a donation. A default dollar handle slightly above your current average donation is probably a good place to start, with lower and higher options also.
- Low dollar handles can increase the quantity of donations because donors don’t have to think much about it - if your goal is to get lots of donors on board and connect back with them for future fundraising campaigns, lower dollar handles might be worth considering.
Tangible Statements are descriptions of the impact that donating the stated amount will have. They help the donor decide which of the dollar handles is right for them and make the donor feel useful, by describing how the money they give is translated into what you do.
Donating is an emotional experience and story telling has a big role to play in helping donors feel connected to you and your goals. Tangible Statements are an extension of the content from your main page - on the main Givealittle page you can tell a more general story of what your organisation is all about and on the donate screen the Tangible Statements can transform that into more concrete examples of what you do.
A strong tangible message can also justify higher dollar handles, as the description explains the impact of the amount.
- Don't be too precise or literal (e.g. "$35 could buy" or "$35 goes towards" is better than "$35 buys") but it's important that your statement be real and honest.
- When crafting statements, try to capture the impact, not just what you do. This will have much more emotional resonance with donors. For example: If you are a charity that works with impoverished families.
What you do for $25 = Give a kid a blanket.
The effect of this = The child is warm at night and can sleep better.
The impact = Better health and educational outcomes.
So instead of saying “$25 can provide a kid with a blanket” consider “$25 can provide one blanket for one child, well rested kids have a better chance of succeeding in life.”
- If you’re using tangible statements, consider that you dollar handle amounts don’t need to be linear if they are tied directly to the cost of what you do - for example:
$15 buys a basic stationery pack so a kid can be well set up to learn.
$25 can provide a blanket for a kid, so they can sleep better and might get sick less. Well rested kids have a better chance of succeeding in life.
$100 pays for school trips for a year so a kid can have new experiences and expand their horizons.
How to Activate
You'll find the "Dollar Handles" function under the "Optional Extras" section when you are editing/creating a Givealittle page owned by the Organisation; just make sure you are logged in. If you'd like to activate them on your open Event page, just contact us, and we can help. Go to My Pages > Edit > Make sure to confirm changes.
Reporting on Dollar Handles and Tangible Statements
As with many aspects of fundraising, “try, learn and repeat” is a good motto. You can generate your Donor Database CSV and Payment Advice Excel reports via My Givealittle to help you track your average donation, most used dollar handle amount etc. You can edit the dollar handle amount/tangible statement anytime.
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