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Raise More and Retain Donors with a Monthly
Giving Program
February 10, 2015
#nonprofit911
Agenda
• Recurring Giving Challenge
• Why Recurring Gifts Matter
• How to set up an effective monthly gift program
• Providing the right experience
• Recruiting and converting
• Q&A
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http://n4g.me/RecurringGiving
Why recurring gifts matter
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More money.
Source: Network for Good#nonprofit911
More donors.
Recurring giving makes being more generous seem possible and easy.
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Reach new segments.
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More loyal donors.
Monthly giving programs have higher retention rates that get stronger over time.
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Lifetime value.
Monthly giving helps you build value over time.
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Creating Your Monthly Gift Program
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Your Goal
• What do you want to accomplish through monthly giving?
• What would that mean to your org?
• What would happen as a result of achieving your goal?
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Consider Your Target
• Who is your likely monthly giver?
• What appeals to them?
• What do you want them to do?
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More things to consider…
• The ask
• The amounts
• The framing
• The impact
• The stewardship
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Ask with the monthly lens
• Look at existing appeals: how could you modify them to speak to monthly giving?
• Create options that make it easy to say yes. #nonprofit911
Formulate your gift string
• Start with your average annual gift.
• Consider existing recurring donors.
• Remember your program goals and the power of collective impact.
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What for?
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• Create a special name or levels
• Tie to a larger initiative
• Create branding elements
• Consider special perks*
• Think of it as a community—and treat it as such
Frame Your Program
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Source: Humane League of Lancaster County
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Providing the Right Experience
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Make it easy to get started
• Targeted, optimized appeals
• Optimized donation experience
• Dedicated pages and information for your monthly giving program
• Hassle-free, seamless giving
• Obvious and available entry points
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The experience matters.
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Strong headline, compelling hook
Specific ask, specific impact
Strong headline, compelling hook
Clear, easy callto action
Your Appeal
Source: Feed the Children
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Your Appeal
“Monthly giving is the easiest way to ensure that our hungry neighbors receive nutritious meals and life-changing services year after year.
By donating monthly, you help TASK plan ahead and make sure that our services reach as many people as possible.”
Trenton Area Soup Kitchen
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Source: Matthew 25: Ministries
Your Donation Page
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Source: Historic House Trust NYC
Your Donation Page
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Your Donation Page
Source: Peace Over Violence
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Recruiting and Converting
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• Priority, Repetition, Frequency
• Include in all regular communications
• Acknowledge your sustainers publicly
• Regularly illustrate impact of monthly giving
Surround Sound
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Supersize it
• Give donors the option to make their gift a recurring amount any time you ask for a donation.
• Offer easy ways to “supersize” their gift & increase impact.
• Emphasize benefit to the donor as well as your mission.
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Level Up
• Ask donors to boost support by graduating to a new giving level
• Encourage recurring donors to give a little more each time, over time
• Offer clear impact for each step up.
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Stewardship
• Thank monthly donors!
• Welcome kits
• Share impact reports related to the program
• Ongoing communication and recognition
• Offer special perks
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Questions?
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Thank You!www.networkforgood.com
@caryn74 | @Network4Good
Recurring Giving Challenge
http://n4g.me/RecurringGiving
How to Make the Case for Giving
http://bit.ly/Case4Giving
Recurring Giving Quick-Start Guide
http://n4g.me/RecurringGuide
Recurring Donor Communication Flow
http://n4g.me/RecurringFlowchart
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