Not Everybody Can Give. Most People Can Share.

Most people who care about a cause cannot write a check today.

Most of them can post something.

Almost nobody builds for that second group. The donate button gets all the design work. The person with no spare money but three hundred friends gets nothing.

The site I built for Don and Patti Nichols has a page for that person. It is called Share the Mission, and it is the cleanest example I have of designing an offer for people who are not ready to pay.

What is on the page

The page opens with one line: one more person who cares. A friend, a church, a neighbor.

Then three steps. Save an image. Copy the caption. Share it with your community. It even tells you the one thing people get wrong: on Instagram, the link goes in your bio or a Story link sticker, because a caption link will not click there.

Below that are fourteen free illustrations, each one a square PNG, each one with a caption already written and a link already in it.

Every caption carries a next step

This is the part I want you to steal.

A share that says "check out this great ministry" goes nowhere. Every caption on this page ends at a specific door. I tallied where the fourteen captions send people:

Where the 14 share captions link

Source: Tally of caption links on Don and Patti Nichols, Share the Mission, fetched 2026-10-15 ↗

Four captions point at one single supply. The Bible card goes to the Bible sponsorship. The hygiene kit card goes to its own page. Same for the reading glasses and the ministry trunk. The person who sees the post does not land on a homepage and wander. They land on the one thing the image was about.

Ten of the fourteen are labeled Support the mission. Four are labeled Share the story, and those point at the blog, the family story and the home page. So the kit gives a supporter a choice of what kind of post fits them. Not everybody wants to post an ask. Plenty of people will post a story.

The numbers in the captions are tied to a source

The captions that name a price say where it came from. The Bible card says Don's published supply budget lists a Bible at $2.50. The kit card says $3. The trunk card says $25.

I checked those against the Fill the Trunks sponsor page this morning. They match. A Bible is $2.50 there, a hygiene kit is $3, a ministry trunk is $25.

That matters more than it looks. When a supporter posts a number, their name is on it now. If the number is wrong, they wear it. A caption that says where the price came from protects the person sharing it.

The disclaimer is on the same page

At the bottom, the page says it plainly: supply sponsorships are donations for the mission; they are not merchandise delivered to the giver.

That one sentence heads off the most common confusion on a page that has a store, prices and pictures of things. Somebody sponsoring a $3 kit is not buying a kit. The page says so where the share happens, not buried in a terms page.

What you can take from this

Look at your own business and ask who cares about you but cannot buy today. Past customers. Fans. Family. Church friends.

Then build them something finished:

• An image they can save without asking you.
• A caption already written, with your real numbers and where those numbers came from.
• A link that goes to one specific page, not your homepage.
• A plain line about what the link is and what it is not.

That is an offer. The price is a share instead of a dollar, and it still needs the same care as anything you sell.

I build these as connected systems, in accounts the client owns. The share page and every page its captions point to live on Don and Patti's own domain, not on somebody else's platform.