The right ask for every supporter. Including none.
A first visit from the spring appeal, a donor who gave once last October, a monthly donor, and a visitor from a company that matches gifts. The hero, the amount, the button and the top bar change for each — and the monthly donor is never asked for money. Switch the visitor below to see all four.
Hillside Primary is 61% of the way to its own well
You read Grace’s letter: 212 pupils, a 40-minute walk to safe water, and a well that costs $18,000. This is how far it has come since the email went out.
1,284 people have given to the spring appeal
Every supporter, asked for the right thing — or nothing.
Connect the donor database
Upload donor lists from the CRM with the fields you need — last gift, a suggested monthly amount, monthly or not. Donors are matched when they arrive from a donor email or sign in.
Decide who is asked, and for what
A first visit from the appeal is asked for a one-off gift, a past donor for a monthly one, a company for a partnership — and a monthly donor for nothing at all.
Carry the appeal onto the site
The appeal’s campaign parameter brings its story with it: the same school, the same letter, and how much has been raised since the email went out.
How Personyze personalizes this charity’s site.
The appeal continues on the site
The campaign parameter on the appeal email and ad puts the visitor straight into that story — Grace’s school, the $18,000 well and how much of it is raised — with a one-off gift selected, because this is their first visit.
The monthly ask is anchored to the last gift
A past donor’s last gift and a suggested monthly amount arrive with the CRM list. $60 last October becomes a $15-a-month ask, with the other amounts beside it and a thank-you for what the first gift built.
Monthly donors are never asked
For donors already giving every month, the appeal bar and the Donate buttons are suppressed by rule. They get an impact update on their own projects and a thank-you instead.
Urgency and proof sit where the decision is made
The days-left countdown in the top bar and the number of people who have given appear on the appeal visitor’s page, beside the progress toward the well.
A company sees partnerships, not a $25 button
An ABM integration resolves the visitor’s company. The hero switches to partner programs, the company name is filled in on the gift-matching check, and the individual appeal bar is suppressed.
Field updates are recommended, appeals filtered out
The stories a monthly donor sees are content recommendations from the charity’s own articles, filtered so that no appeal page appears among them.
Questions about this example
How can a charity stop asking monthly donors for money?
Sync the monthly-donor segment from your CRM and exclude it from every donation campaign: the appeal bar, the Donate buttons and any popup. Personyze then shows those donors a separate campaign with an impact update and a thank-you instead.
Where does the suggested monthly amount come from?
From the donor list you upload. Include each donor’s last gift and a suggested monthly amount worked out in your CRM, and Personyze places that amount in the hero, the button and the preselected choice for that donor.
How does the site recognize a visitor from a company?
Through an ABM integration such as 6sense, ZoomInfo, Leadinfo or Albacross, which resolves the visitor’s IP address to a company with its industry and size. An audience can also check the company name against your own list of employers that match gifts, and show partnership and gift-matching content.
Ask each supporter for the right thing.
A one-off gift from the appeal, a monthly gift from the last donor, a partnership from the company — and nothing at all from the people already giving every month.