While all donations stands to benefit charitable organizations, nonprofits need to make sure they are prepared for this new trend.

1. UNDER-
STANDING
RAGE
GIVING
BY MATTHEW GORELIK MATTHEWGORELIK.INFO

2. RAGE DONATIONS ARE JUST
HOW THEY SOUND. AS PEOPLE
FIND THEMSELVES UP IN ARMS
OVER CURRENT EVENTS, LOCAL
ISSUES OR POLITICS, THEY ARE
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.

3. 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.

4. WHILE RAGE DONATIONS ARE INITIALLY INSPIRED BY
NEGATIVITY, THESE GIFTS CAN BE WELCOMED WITH
POSITIVITY. 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.

5. MANY ORGANIZATIONS ALSO FAIL TO UPDATE THEIR WEBSITE,
MAKING IT DIFFICULT FOR WOULD-BE DONORS TO LEARN
MORE INFORMATION. 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.

6. 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.

7. THANK YOU
HAVE A NICE DAY!
BY MATTHEW GORELIK