How can a nonprofit newsroom use a signup survey to find donors?

I run a post-subscribe survey for a few nonprofit newsrooms, and they're very happy with it. Two questions do most of the work: zip code and a donation ask.

Why ask for zip code?

It helps with finding donors and targeting them. I was honestly surprised the zip code question didn't hurt completion.

How should the donation question be worded?

Don't make it yes or no. Give a middle ground.

Would you consider supporting our local reporting?
  [ Donate now ]        -> a donate button drops down
  [ Remind me later ]   -> tagged for follow-up
  [ No thanks ]

"Remind me later" is the gold. Those people didn't say no. They raised their hand.

"Over a hundred people have said remind me later, probably 150 or more by now. Now you have those people tagged, our top priority people to reach out to about donating."

That was one newsroom, within weeks.

Does sending people to a donation page actually raise money?

Yes. One news organization made $7,000 quickly by routing new subscribers to a donation page right after signup. Then it stopped and went back to a plain Google Form survey, which was converting at about 60%. That's the case I make to newsrooms: the donation page made real money, fast.

What should the page after the survey be?

For most publishers, one offer. My prediction is that about 80% of people using a post-subscribe tool will pick a single-offer format, usually a $10-a-month membership ask or a donation ask. For a nonprofit, the donation is the obvious one. See what an offer wall is.

What do you do with the data?

1. Tag every answer in your email platform: donated, remind me later, no.
2. Follow up with "remind me later" first. They're your top-priority donor prospects.
3. Use zip codes for donor targeting and screening.
4. Track who said yes or no over time.

Between donor screening, events and membership, the survey data is a big part of what makes paying to acquire subscribers worthwhile for a newsroom. I run this in greetform.