Monthly Giving

In an earlier post I mentioned a book, The 11 Questions Every Donor Asks, and want to highlight one additional thing, monthly giving. During these financial times, fundraising can be really hard and it can be increasingly difficult to grow your programs. Possibly the best area for long-term growth is monthly giving.

Monthly giving allows everyday middle class donors to give a large annual gift through small monthly payments. It would be really hard for me to give $1,000 right out of my pocket even to the organizations I believe in the very most, however, giving $75 a month is not nearly as hard.

This kind of thing should be the lifeblood of your organization and the foundation of your annual fund. Another great trick is to tie your monthly gifts into an equivalency. This is a great strategy to upgrade your monthly donors over time. Equivalencies can be used to increase their regular monthly payment or can be used to talk about the difference their combined gifts can make.

Make monthly giving easy and adjustable to your donor. Many people only want to hear from you at the end of the year with a summary thank you letter. Other people may want to hear from you after each gift. Connect with your monthly donors and ask them how they’d like to be recognized. If it is their first gift call them right away.

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One Response to Monthly Giving

  1. Scott says:

    Good advise! I can’t tell you how many clients I suggest that they put more time on growing individual donors for their organization only to to find that they never quite get the momentum going to truly grow these valuable contributors. I have never thought to explain the concept and strategy of monthly giving as a means to easily discuss those $1000 gifts as $75 per month donations as you suggested in this post.

    Thanks!

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