How to move your donors to monthly giving

You need more monthly donors.

Everyone does.

But how?

One way is to encourage single-gift donors who give through direct mail to convert to monthly giving.

And one low-cost way to do that is to include a monthly giving option in your direct mail appeals.

Here’s a very helpful post on how to do that form A Direct Solution, at 5 Ways You Can Add a Monthly Giving Ask to Your Appeals:

  1. Put the monthly giving tick box on the back of your appeal reply form. The safest and least impactful option.
  2. Put the monthly giving tick box right below the one-time gift option. These next several options will likely get you more monthly donors, but may cost you some single-gift donations.
  3. Put the monthly giving tick box near the one-time giving option.
  4. Make the monthly giving option almost one of the single-gift asks.
  5. Spell out the monthly giving option out on the reply form front and back and in the letter. Highest risk of losing single-gift donations, and highest likelihood of getting monthly donors.

The risk of losing single gifts while increasing monthly donors is a balancing act. Remember that the value of a monthly donor — especially those who come via direct mail — is several times that of a one-time gift, so you can afford to make the trade-off up to a point.

Recruiting monthly donors from your direct mail donors is a powerful activity. Test the options for the approach that works best.


Comments

2 responses to “How to move your donors to monthly giving”

  1. This is a great checklist for setting up a new campaign. thank you!

  2. This is a great checklist for setting up a new campaign. thank you!

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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