Monthly Giving?
You’d be crazy not to start!
How to participate in today’s webinar
Why monthly giving?
•Ease and convenience for your donors
•Long-term, predictable income
•Appeal for older and younger donors alike
•Increases the value of the donor over the long-run
•Increases donor loyalty and bequest gifts
You do the math$50 Donor converts
$5/mo. - $60 yr$10/mo - $120 yr
$100 Donor converts
$15/mo - $180 yr$20/mo - $240 yr
In an ideal situation...
What 5 things do you
need to start?
1. A Donor Base
2. A Compelling Mission
And a tie-in
3. The ability to process recurring
gifts
4. Ability to communicate through integrated
communication channels
•Online•Email•Direct mail
5. The ability to thank donors
promptly
Who are we looking for in our donor
base?
What if you don’t have any
donors yet?
You can start small!
•Begin with your loyal supporters and board members
•Introduce it to your email list
•Highlight the option of monthly giving on your website
One client
•Launched with a series of four autoresponder emails
•Began in the first few months with 15 new monthly donors, including a handful of board members
•Nearly one year later - 40 regular monthly donors and one-time gifts have raised over $15,000
How else can you recruit monthly
gifts?•Mobilize your volunteers
•Use video on your website
•Pick up the phone
The trick is to start!
What if you’ve got a monthly giving program but it’s
stale or stagnant?
Begin by surveying your current monthly donors for feedback
Compile a targeted mailing
• an oversized outer envelope, closed-faced, with a bright, colorful, real stamp
• a personal and genuine letter from the Executive Director
• a full-page testimonial insert with the voices (and faces) of other monthly supporters
• a full-page response device
• a stamped reply envelope (not a BRE, a real envelope)
Every year ...
A word about thanking
•No, you don’t need to thank every month
•Acknowledge impact in a special way
•Don’t stop communicating!
•Send them special versions of your regular communications.