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The Holy Grail of The Holy Grail of Monthly Giving:Monthly Giving:
Finding, Keeping and Loving Finding, Keeping and Loving SustainersSustainers
Presented by:Presented by:Harvey McKinnon, Harvey McKinnon AssociatesHarvey McKinnon, Harvey McKinnon AssociatesTeva Harrison, Nature Conservancy of CanadaTeva Harrison, Nature Conservancy of Canada
Ryann Miller, Care2Ryann Miller, Care2
Nonprofits use Care2 for:
Recruiting Donors & Supporters
Traffic/Branding/Awareness
Advocacy
Building Facebook fan base
Citizens use Care2 for:
Starting or signing petitions
Volunteering
Donating $
Spreading news
Commenting on blogs
Starting group (organizing)
Joining nonprofits
about
types of givingtypes of giving
7 great reasons to act 7 great reasons to act
1. increases income
2. better relationships
3. donors stay longer
7 great reasons to act 7 great reasons to act
4. predictability
5. savings
6. income grows over time
7. convenience
a case studya case study
Cindy Williams gives $1000 Cindy Williams gives $1000 per year to 10 charities per year to 10 charities
She joins two monthly She joins two monthly giving programs at giving programs at $25 per month$25 per month
She has $400 leftShe has $400 left
monthly giving optionsmonthly giving options
How many people give their monthly gifts?
Electronic Funds Transfer (EFT)
credit cards
checks
a few mythsa few myths
it didn’t work
small amount of money
access to bank and credit card info
our donors are too old
audit your programaudit your program
essential components
1. effective processing
2. strong communications
essential components
3. integrated marketing
4. senior management support
recruiting monthly donorsrecruiting monthly donors
Slide courtesy of James Julien, Public OutreachSlide courtesy of James Julien, Public Outreach
case study: small animal charity
Canada’s most endangered mammal
Vancouver Island Marmot
there are only 35 left in the wild
Marmot Recovery Foundation
Marmot Recovery Marmot Recovery FoundationFoundation
annual average gift annual average gift single gift donors single gift donors $25.38$25.38
average annual average annual gift monthlies gift monthlies $155.40$155.40
ratioratio 6.126.12
monthly giving revenue should increase annually
long term value of just 50 new monthly donors
Nature Conservancy of Canada
a changing landscape
the promise of monthly giving
the impact of our investment
60% increase in 3 years
8,500 donors
$2 million per year
~$235/yr per donor
diversified investment stream
move between channels
capitalize on good results
reach a diverse audience
finding monthly donors direct mail
telemarketing
direct response television
street canvassers
online lead generation
loving your donors
- thank you calls
- welcome kits
- ask and listen
- one receipt a year
- gift amount is donor’s choice
- no trades
- personalized email
- newsletter, 3 times a year
- special newsletter inserts
- only selectively solicit
- thank you video
- hyper-personalized letters
increasing the commitment
upgrade invitations
mail, telephone & email
8% upgrade annually
lifetime value is key
building a natural legacy
thank you! questions? contact us!
Harvey [email protected]@harveymckinnon
Teva [email protected]@robotpilot
Ryann [email protected]@care2team
