Low-end Donors Matter, Too

What's more, low-dollar donors, according to Carlson, want more opportunities to give than high-dollar donors. Carlson suggests affording the little guys an option to give their gifts in installments of four or five payments to increase the likelihood of receiving a higher annual donation and to improve long-term retention. Also, consider removing the $25 level from your ask string and start with the highest gift and then work down, which for many nonprofits' low-dollar appeals is $500.