How to prepare for contactless giving without deterring donors
As the world starts to move towards its new version of normal, charities will undoubtedly feel the impact of COVID-19 long into the future.
Staff may be returning to the office, the appeals might still be running as planned, but there are some areas of fundraising that are unlikely to ever be the same again.
There are no signs that community and major events will return to normal any time soon, but one element likely to continue long after COVID-19 has passed is contactless donations.
While fundraising has become more sophisticated with the implementation of digital systems and data-driven programs over the years, cash is still a popular way to give. Donation tins, raffle ticket sales and face to face giving have never lost their appeal and are valuable sources of income.
With the hygiene of cash in question throughout this pandemic, there’s no denying that a move towards purely contactless giving may become a requirement into the future.
That could mean saying goodbye to donation tins, door-to-door collections, and gold coin entrance gifts. While this is an exciting opportunity for charities to evolve systems, it’s important to implement new systems strategically to retain donor confidence and avoid missing out on donations.
Before events resume, the preparation for contactless giving should begin. All staff and volunteers must be comfortable with the change in protocol well before it’s in use. Here are some tips for implementing contactless giving without deterring donors.
1. Acknowledge the changes in advance
If a supporter arrives at an event with a pocketful of change wanting to buy raffle tickets or fill up the donation tin, they’re either going to be disappointed or unprepared and the charity will have potentially missed an opportunity for support.
On all literature advertising the event, state that contactless payments are the only way of receiving donations and list the methods available. This will give donors notice and time to prepare which will maximise the donation opportunity. Don’t forget, many donors have been giving this way for many years and may feel daunted at the change in procedure.
2. Build trust
Build trust and credibility with supporters and event attendees by wearing a uniform and making sure all volunteers and event staff are smart, respectable and knowledgeable. Continuity with the charities logo and colours will help allay any doubts if the supporter is apprehensive about changing the way they donate. Ensure contact details are easily accessible and within view so the supporter has another point of reference if they need it.
3. Thorough training
Comprehensive training on EFTPOS equipment and new processes will help build the confidence of the team and therefore the supporters. Hold thorough training sessions well in advance to make sure all staff and volunteers are competent in the changes and can take donations seamlessly without faltering. Carry out roleplay and objection handling to encourage extra donations on the day.
4. Test, test, test!
Testing systems in advance will help instil confidence for staff and volunteers. Include all elements from internet connection to checking the charge and power supply of any equipment. Document and run through every possible scenario including issuing refunds and split donations.
5. Highlight the benefits
If a supporter is used to giving cash, they may need to adjust their mindset to understand the benefits of contactless donations. Obviously, this is a more hygienic way to donate but additionally, explain how the money is deposited straight into the charities bank account and how much time will be saved by not having to count and bank cash.
6. Tangible asks
Design a list of tangible asks at varying levels that will encourage a supporter to give at a higher level than they normally would. The benefit of contactless payments at events is that you have another opportunity to upsell on the supporter’s planned donation amount.
7. Ask for feedback
As with any new initiative, ask for feedback from donors, supporters, staff and volunteers. As much information as you can gather on the introduction of new equipment will help strengthen the processes into the future.
While contactless donations may initially cause uncertainty for the donor, the opportunity for growth within the charity can’t be underestimated. Contactless donations allow a charity to capture the information of everyone who supports to begin the all-important donor-charity relationship.
To find out how SupporterHub can help you maximise the opportunity for contactless giving, contact us to enquire about a FREE trial today.