I’ll be answering why nonprofits ask for $19 a month.
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Why do nonprofits ask for $19 a month?
This amount makes it ready for tv. Most of these offers for sponsorship comes in the form of commercials, and that price works best for television. It’s a tactic. $19 works better than having an absolute amount of $20. And it makes the goal of reaching a $250 yearly quota they’re supposed to reach reasonable for the amount they ask.
Make it “TV ready”
When I say “tv ready,” I mean that it’s at it’s most acceptable rate to ask for donors.
You’ll commonly see that a lot of these donations that the nonprofits ask for come on TV, in the form of a commercial.
You may have seen commercials from the likes of Disabled American Veterans or Save the Children that ask for this amount.
And there may be a reason why.
“Sweet Spot”
What the organizations found out was a formula.
This formula could be thought of as a “sweet spot” for an amount that donors feel most comfortable with giving.
Better than $20
It turns out that at $19 it asks for just the right amount.
There’s something to this to being better than asking for 19 instead of $20.
This is because the donor will feel as if they’re losing more money than they could afford.
Sure it’s only a dollar, but with someone who’s more money conscious, it’ll make them think twice before doing it.
$250 monthly quota
Also, the nonprofit organizations are required to show the IRS that they make $250 for tax reasons.
At $19, it totals out to where they only need less than 25 donors to stay in business.
Final thoughts
To sum things up, the $19 amount that the organizations ask for is for a number of reasons.
- Covers TV expenses
- Sweet spot for the amount donors are comfortable with giving
- Splits up the amount they’re looking to report to the IRS of $250
- Staying away from asking for an absolute number amount, as a tactic
What’s your favorite nonprofit, and what do they ask for?
Leave a comment and share!
Real Talk Co. 
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