Thinking about monthly giving is one of the smartest things you can do as a fundraiser. At Network for Good, we find that 30-40% of the donation volume for a nonprofit website is monthly giving, and that would be a great situation to find all nonprofits in-thanking people every month instead of asking them for donations every few weeks.
How do you do that? How do you turn your annual givers into monthly supporters?
- Make sure your donation form asks what type of gift the donor wants to make ("Do you want to give us a monthly gift?"). Whenever you're asking for money, ask for the monthly pledge, not just a one-time gift.
- Revisit the language you're using in your appeals. Frame your ask in such a way that it's a win-win situation-monthly donations for you, convenience and budgeting for your donors.
- Package the appeal in an exciting way. For example, some organizations have an ambassador program or a sponsor-a-child every month program. Put a face on that sustainable gift. This way you're creating some tangible tie to the idea of giving every month.
- Don't be afraid to ask for a monthly gift of support after someone completes a one-time transaction. It can be ingrained as a nice thank-you message: "Thank you so much for making a one-time gift. This is how you can put your support to work for us each and every month. Would you consider becoming a monthly supporter?" We've seen great success in converting first-time online donors into monthly donors by doing that within the first three days of them making their first online gift.
Do you need a donation form that allows and encourages donors to set up monthly giving? Consider Network for Good's Custom DonateNow service-learn more here.
Source: Adapted from the Nonprofit 911 Presentation "The Experts Are In! Your Online Fundraising and Nonprofit Marketing Questions Answered."