Rage donations are just how they sound. As individuals find themselves up in arms over current events, local issues or politics, they are also fueled by a strong desire to give to whichever missions share their same values. While all donations stand to benefit charitable organizations, nonprofits need to make sure they are prepared for this new trend in giving because this is a different demographic.
Most average donations are fueled by an emotional response to a story, but rage donations are primarily fueled by anger. While it is beneficial for these organizations to receive donations, when anger is involved, nonprofits need to be careful about what story is being told and how donations are being spent.
While rage donations are initially inspired by negativity, these gifts can be welcomed with positivity when organizations focus on what actions to take. Organizations should use the following strategies to create an action plan in the event of rage donations: staff should be trained on what to say when talking to partners and donors, as well as when responding to posts on social media. In order to properly prepare for the attention that rage donation brings along, it’s important that an organization reinforces their protocols on speaking with the media.
Another problem is that far too many organizations fail to update their website, ultimately making it difficult for would-be donors to find out more information about these nonprofits. By keeping their websites updated, these charitable organizations will be ready in the event of a rage donation frenzy. During the firestorm that typically accompanies rage giving, most donors will ask the same questions repeatedly. By having this information readily available on an FAQ page, organizations will be able to streamline the donation process.
Taking advantage of rage donations requires team members of a nonprofit to know how to ask for donations. By detailing what exactly an organization needs, staff members will be able to help donors make an informed decision. There are websites such as RageDonate.com that have done research and compiled various groups to then let people decide which charities they want to help.
Rage giving may be a trend that was originally born out of anger, but it can evolve into an act of giving that can seriously benefit organizations and nonprofits that need it the most. Founders of nonprofits and charities should keep these strategies in mind to make sure they are prepared for this new wave of charitable giving.