Non-Profit Fundraising: 101’s of Successful Monthly Donor Programs
Introduction
Have you ever wondered what an extra $50,000 per year could do to help your organization? The answer lies in the power of monthly donor programs. In this blog post, we’ll explore the key facts, benefits, and strategies to create an effective monthly donor program that can provide stability, sustainability, and convenience for your non-profit.
Key Facts
Did you know that 77% of first-time donors won’t give to your organization next year? Moreover, 60% of regular donors will stop giving next year. However, there’s a silver lining: 90% of monthly donors will continue to support your organization year after year. This highlights the importance of establishing a strong foundation of monthly donors.
Why Your Non-Profit Needs an Effective Monthly Donor Program
There are several compelling reasons to implement a monthly donor program:
- Stability
- Sustainability
- Convenience
- Less stress
- Pipeline to more donations
With a monthly giving program, you will have a foundation of monthly donors that one-time gifts will supplement.
Who Are Your Monthly Donors?
Monthly donors can come from various demographics, including employed individuals of any age, childless couples, semi-retired individuals, homemakers, and millennials.
Keys to Success
One of the big keys to success is to make monthly donor acquisition a top priority. With a well-thought-out and well-executed plan, you can double your monthly donors in one year.
Stages of a Monthly Donor Program
A successful monthly donor program involves three stages:
- Acquisition: Recruiting new monthly donors, best done at public events.
- Recognition: Making monthly donors feel special with welcome kits and personalized thank yous.
- Retention: Keeping donors informed quarterly and managing the relationship carefully.
Year-Over-Year View
Let’s take a look at the financial impact of a monthly donor program over five years:
Year | # in Year | $/Month | Gross | Cost | Net |
1 | 90 | 35.00 | 37,800 | -5,670 | $32,130 |
2 | 180 | 38.50 | 83,160 | -12,474 | $70,686 |
3 | 275 | 41.00 | 135,300 | -20,295 | $115,005 |
4 | 365 | 43.00 | 188,340 | -28,251 | $160,089 |
5 | 450 | 44.00 | 237,600 | -35,640 | $201,960 |
Recruitment Strategies
To recruit new monthly donors, consider speaking engagements, special events, direct mail, email and online campaigns. Use every opportunity to message ‘Monthly’ through events, mailings, social media, and e-communications. Consider implementing a 2x match-gift campaign.
Campaign Components
Plan your campaign by meeting with your board and staff to get buy-in, setting your goals, creating marketing collaterals, and using testimonials from long-time monthly donors.
Process Flow
The process flow for managing monthly donors includes marketing to your audience, collecting signups, entering them into the database, calling and thanking them, sending a welcome kit, and quarterly mailings.
Creating a Wow Welcome
Make a strong first impression by thanking new monthly donors within 48 hours, sending a welcome kit within 3 days, and creating a special Facebook group to keep them engaged.
Impact Statements
Show the impact of monthly donations by providing clear statements on how different donation amounts will support your organization.
Quality Communications
Quality and prompt communications are crucial. Make your case compelling with strong copywriting, attractive call to action design, and a superior website.
Marketing Materials
Use great photos, testimonies, and keep your marketing materials short and targeted.
Memorize the Pitch
Help change a life forever with year-round sustainability, cost-effective donation processing, and funding to support life-changing programs.
Recognition
Recognize monthly donors by inviting them to special events, treating them like major donors, and segmenting them in your database.
Pro Tips
Put monthly giving front and center by tracking progress, involving stakeholders, prioritizing acquisition, and tying giving levels to impact.
Ways to Promote Monthly Giving
Promote monthly giving through email, challenge campaigns, direct mail, webinars, and in-person events.
Monthly Donor Testimonials
Use testimonials from monthly donors to highlight the importance of their support.
Website Strategy
Ensure your website supports your monthly donor strategy.
Three Ways to Give Monthly
Provide donors with multiple ways to give monthly, including through chequing accounts, credit cards, and mail-in forms.
Details Matter
Make monthly donors a strategic priority, be patient, use best practices, thank them often, and keep them close.
Conclusion
If you’d like to learn more about how we can help you with your fundraising goals, just call us at (888) 704-1750 or book a free 30 minute consultation here.
