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Starting and Growing a Recurring Donor Program
Presented By:
Erica Waasdorp
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About Erica Waasdorp
•President of A Direct Solution
•Philanthropoholic
•Reader’s Digest ‘graduate’
•30 + years Direct Response experience
•20+ years of Monthly Giving experience
•Raised millions of dollars for clients
•Author of Monthly Giving. The Sleeping Giant, paperback and e-book
•Speaker, teacher and blogger
February 18, 2015
Poll
Do you have a monthly giving program?
February 18, 2015
Do your Research
Join Other Monthly Giving Programs
Best practice
February 18, 2015
What are recurring donors?
• Small
• Committed
• Automatic
• Provide regular income
• Support your mission
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21% of Baby Boomers (age 49 – 67 years old)
gives Monthly!
monthly
donors
Source: Blackbaud Generational Giving Study
February 18, 2015
Where?
February 18, 2015
Source: Bloomerang, 2014 AFP Fundraising Effectiveness Study
Why?
February 18, 2015
Source: Infographic: Bloomerang, AFP Fundraising Effectiveness Project
Quote: Adrian Sargeant
February 18, 2015
Why…
Retention Rates Rock!!
Median Retention Rates in 2012 by Gift Type and Loyalty
Donors Giving Only Single Gifts
Donors Giving Both Single and Recurring Gifts
2 Years Consecutive 51% 86%
3 & 4 Years Consecutive 65% 90%
5+ Years Consecutive 79% 95%
Source: donorCentrics™ Collaborative Benchmarking
US Recurring (Sustainer) Giving
February 18, 2015
Your donors will give more…
Current Gifts
Monthly Gifts (annual)
First year Cume
100 $35 $0 $3,500
100 $35 $120 $15,500
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How they give
• Electronic Funds Transfer
(EFT / ACH)
• Credit card/debit card
• Offer both!
Ask and you’ll receive
All typical fundraising rules apply!
Best practice
February 18, 2015
One person must own the program
YOU
Web site
Donors
Donor base
Donor services
Fundraising Accounting
Programs
Marketing
Online
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Question
What’s the name for your
monthly donor program?
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Have a Name
Organize Recognition
Develop your ‘Promises’
Get organized
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Make your own email thank you!
February 18, 2015
Thank you
Gift impact
Thank you!
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Certificate
Thank you for joining Send with personal letter
via snail mail
February 18, 2015
Poll
Should you send monthly donors a monthly thank you letter?
February 18, 2015
Tax info by email and hard
copy
Total amount for the year
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Start with your Recurring Donation and Landing Page
Organize online
February 18, 2015
Poll
Who is handling your
online donations?
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Monthly Before One time donation
Pay Pal example
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Easy, minimum amount
Network for Good
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Greater Giving
No minimum
Simple ask to recur
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NetCommunity Spark
February 18, 2015
Poll
Which donor base system are you using?
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Absolutely NO end date EVER!
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Promises
What donors can expect
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Add form online
add mail in form
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February 18, 2015
Automatic Check Option
Donor must fill out form and send in, Signature required for EFT
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Put Monthly Giving Front and Center
Set up your form and information on the web
February 18, 2015
Make it easy to find…
February 18, 2015
One page
Benefits
Specific amounts
Video
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Make it easy to find…
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Add to donation page
Specific amounts
Dare to put front and
center
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Put it on home page
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Info and payment are one
Ask Low
Get High Response
Upgrade later
Best practice
February 18, 2015
Calculate Monthly Ask Amount
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Take average gift
Use 1/3
Ask low, get high response!
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Source: 2014 M+R Strategic Benchmarks
Don’t worry…
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Drive to web
Best practice
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As soon as they become a donor!
As often as you’d like
Any time of the year
When can you ask?
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Impact of gift
Monthly front and center
Ask for preferences
Welcome email
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Online Monthly Growing…
Source: 2014 M+R Benchmarks (2013 data)
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Use email
Use challenge and deadline
Promoting your program
February 18, 2015
Poll
How many email names do you have?
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Clear goal of 600
Deadline
# left to generate
Specific amounts
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Ask in email newsletter
Include in email newsletter
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Your program is growing!!
February 18, 2015
Direct mail still works!
February 18, 2015
Poll
How many times do you ask your donors for money?
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Target Small donors
Multiple Donors 0-12 Mo.
1000.00+ 552
500.00-999.99 308
250.00-499.99 339
100.00-249.99 1,315
50.00-99.99 786
25.00-49.99 850
20.00-24.99 629
15.00-19.99 270
10.00-14.99 664
5.00-9.99 249
.01-4.99 92
your future
monthly donors
February 18, 2015
Use Donor testimonials
“I am a widow on a fixed income but being a monthly sponsor helps people that have less. You do good work for the less fortunate”. – Jean, NJ
Offer in newsletter
Letter in thank you Strong teaser
Back-end premium works with mission
Clear examples of how gift helps
Offer EFT and CC options
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Appeal
Mention Monthly Option
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Both options
Front of Reply
Back of reply
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Back Office Crucial
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Prevent lapsers
• Before card expires
• Letter
• Telephone
• Survey
Prevent lapsers
Email example
Poll
Should you stop appealing to monthly donors?
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Absolutely Keep
Communicating!
Recognize in appeal
Plan for Success!
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Annualize Results
Monthly Donors Source
# of monthly donors acquired
Average gift Average Yearly Gift
First year Cume
Totals 170 $10 $120 $20,400
“The beginning is perhaps
more difficult than anything else,
but keep heart,
it will turn out all right.”
–Vincent van Gogh
February 18, 2015
Download templates
• Tax letter template
• Email example template
http://bit.ly/1zjgouF
Resources
• Erica Waasdorp, Monthly Giving. The Sleeping Giant.
amzn.to/1jFMRmU
www.adirectsolution.com
Templates, Blogs on monthly giving
• Network for Good Guide on Recurring Giving
bit.ly/1prks8d
• Donate Now
http://www1.networkforgood.org/for-nonprofits
• PayPal for nonprofits
http://bit.ly/1ns4uIc
February 18, 2015
Questions?
www.adirectsolution.com
February 18, 2015
Erica Waasdorp
A Direct Solution
PO Box 757
Marstons Mills, MA 02648 USA
Tel: 508-776-1224
Fax: 270-633-1744
www.adirectsolution.com
@ericawaasdorp
Monthly Donor Calculator bit.ly/T1dSdr
February 18, 2015
