Individual Donors May Not Be the Priority. But They’re Still Worth Prioritizing.
Many nonprofits straddle two priorities: securing funding from corporations and grants while still trying to engage individual donors. And even when individuals aren’t the primary focus, they still end up doing most of the heavy lifting.
They launch end-of-year campaigns. They stay active on social. They highlight individual gifts in their annual reports.
But often, those efforts feel like half-measures.
The donation link is missing or buried. The appeal lacks a powerful image or a quote that makes someone feel something. Even a small detail, like a realistic default giving level, can shape whether someone donates or clicks away.
Corporate and foundation support may be the backbone of your budget. But you’ve already done most of the work to reach individuals: You’ve told stories. You’ve already created the annual report. You’ve emailed prospects. Why not take the last step and make it count?
Common ways organizations unintentionally leave individual donors hanging
If you’re already investing time and energy into donor engagement, don’t let the final details undermine your efforts. Here are a few common pitfalls we see:
No clear call to action. Your campaign might inspire someone emotionally, but if there’s no direct way to give or if the link goes to your homepage instead of your donation form, you’ve lost momentum.
Too many clicks. If donors have to hunt for the “donate” button or wade through multiple pages to complete a gift, you're adding friction that turns intention into inaction.
Vague or impersonal language. Generic lines like “Support our mission” don’t connect the dots. Your content stirred interest, now tell people exactly what their support will do.
No visual hook. Photos, graphics, or even a bold pull quote can break up text and create an emotional anchor. Without them, even strong stories can feel flat.
Unrealistic default giving levels. If your form defaults to $250 and your typical donor gives $25, you’re likely missing the mark. Set options that reflect your audience’s capacity and show them every gift matters.
What finishing the thought looks like
You don’t need to build a new campaign from scratch. You just need to be intentional with the one you already have.
Make sure your calls to action are specific, visible, and linked directly to where you want people to go.
Use images or quotes that heighten emotional impact and bring the story to life.
Review your donation form. Is it simple? Does it reflect what your audience can realistically give?
Read your appeal as a potential donor. Does it make you feel something and make it easy to act on that feeling?
You’ve already done 90% of the work. You’ve told the story. You’ve built the campaign. You’ve reached your audience.
Now, take the last step.