A monthly giving program allows donors to automatically give a specified amount to an organization each month. Monthly donors – Tools & Tips provides strategies for creating an effective monthly giving program, resulting in a predictable source of ongoing donations for your organization for years to come.
Benefits of creating a monthly giving program
Monthly donors can provide a reliable, predictable source of consistent fundraising revenue. They can fund everything from ongoing projects to unexpected expenses. Since donations will be made automatically, there is less administrative work. They also make good prospects for planned and major giving.
Benefits for your monthly donors
Recurring donations are an easy and convenient way for donors to contribute to your cause and stay involved. Since monthly donations are automatically processed, donors don’t have to think about making a donation every time they want to give.
How to identify prospective donors
The best prospects for monthly giving are current donors who have made at least two gifts within the past year.
How to get monthly donors
Once you identify these donors, create an email marketing campaign to introduce them to your monthly giving program. Your campaign should highlight its impact and the benefit to the donor.
How to promote a monthly donor program
In addition to sending an email marketing campaign to prospective recurring donors, dedicate a page on your website to the monthly donor program and include a special donation option on your online donation page.
Include information about the program, on a regular basis, on all the social media platforms. Write about the monthly donor program in your newsletter. Include a buckslip about the program in all acknowledgements and in your new donor welcome package.
The key is to make your monthly giving program a prominent giving option on a regular basis alongside all other fundraising initiatives.
Monthly donor giving message
In your monthly giving fundraising materials, describe how monthly donations allow your organization to work more effectively toward your mission, such as funding a specific project or an ongoing need.
Making recurring donors feel special
Make your program stand out by giving it a unique tagline or name that communicates the purpose of the program. This will help foster a strong sense of community for donors. Consider offering a special benefit when they sign up, such as a special tour or a certificate appreciation, making them feel more connected to your organization. Branded acknowledgments are essential too.
Stewarding monthly donors
Creating a donor stewardship strategy to build relationships with monthly donors is essential. This helps donors feel connected and increases your program’s retention rate for years to come. If you have a newsletter, send it to them, but do not ask them for a donation. If you regularly send premiums to donors to motivate them to give, consider sending them a premium just twice a year as a thank you, but do not ask for a gift.
Monthly donors are a special group that can give your organization a consistent source of revenue with less administrative and fundraising costs and are an important part of any organizations overall fundraising strategy.
For help in creating a monthly donor strategy, contact Write Choice Marketing. We’ll create a plan and write the copy, so you don’t have to.
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