Monthly giving is an incredibly powerful way for you to kick-start your fundraising program’s earning potential. Cultivating relationships with donors who are already connected to your cause by asking them to make smaller, ongoing gifts means more money for your organization today, and a strong list of prospects for upgraded and larger gifts in the future.

1. Growing Your Monthly Donors

2. Welcome!
2
My name is Sheena Greer.
I’ve been working in the sector
for a decade.
I’m a writer, strategist, coach &
midwife for good ideas.

3. 3
What we’ll tackle today
Introduction
What is monthly giving and how
can it help you with some of
your biggest fundraising
challenges.
Best Practices For Your Strategy
Some basics around converting,
retaining and upgrading your
monthly donors.
Your Monthly Giving Plan
Things to think about before you
start and getting ready to rock
your monthly giving plan.

4. 4

5. 5
What is Monthly Giving?
Donors commit to giving
regular, automated amounts.
Helps your organization create
lasting relationships with
donors who care most about
your cause.

6. 6
Ineffective
Fundraising
Retention Competition Postage
Rates
Cost of
Acquisition
1 2 3 4 5
Public
Scrutiny
6
Donor Base
7
Your Biggest Challenges

7. 7
Monthly Giving = Effective Fundraising
• Converts one-time donors.
• Monthly donors give longer.
• Monthly donors will
upgrade.
• Integrates with other
programs
• Planned Giving prospects.

8. 8
Focused on Retaining Donors
• Keep the donors you have.
• Donors will stick around
for longer.
• Less worry about “the
other guys”

9. 9
Predictable Income, Lower Costs
• Less solicitations/online
solicitations.
• Lower administrative costs.
• Focus on long-term program
goals.

10. 10
Convenient, Transparent & Easy
Donors, young or old,
want a simple way to get a
bang for their buck!

11. 11
Donor-Centric Fundraising
• Convenience
• Less solicitation
• Cost effective
• Donations add up
• Give to what you care
about most

12. 12
It Isn’t For Everyone…
Commitment Complexity Technology The Ask

13. 13
Your Monthly Giving Prospects
Past Donors
Recent Donors
$5-$99
Donors
Appreciated
Donors
Online
One-Time
Asked Donors

14. 14
Who Is Currently Giving Monthly?
Gen Y – 14%
Gen X – 18%
Boomers – 22%
Civics – 28%
Total – 20%

15. 15
Who Is Currently Giving Online?
Gen Y – 45%
Gen X – 56%
Boomers – 35%
Civics – 31%
Total – 41%

16. 16
Some Other Interesting Facts…
9/10
Donors looking to make a major
gift will check your website first.
Be sure monthly giving is a
visible and viable giving
option!

17. 17
Some Other Interesting Facts…
When treated well, monthly
donors make some of your
best planned giving prospects.

18. 18
Some Other Interesting Facts…
Look for monthly donors in
unsuspected places…

19. 19
Your Monthly Giving Plan
Charities of any size can
have success with
monthly giving.
Planning is the key.
Get your team on
board before you start.

20. 20
Common Misconceptions
No resources
or authority
Internal
competition
Not
interested
Not enough
money

21. 21
Essential Questions
Is your mission
appealing?

22. 22
Essential Questions
Is your
communication
effective?

23. 23
Your Call To Action
Easy
To Spot
Use
Buttons
CLICK ME!
One Per
Message
Persuasive
Language
Command
Verbs
Direct
Links
Explain
Benefits

24. 24
Essential Questions
Do you have a
strong back end
system and
someone to
manage it?

25. 25
Essential Questions
Do you invest
in donor
stewardship?

26. 26
Determine Your Prospects
Start simple.

27. 27
Determine Your Prospects
Segment.
Recency Frequency Amount

28. 28
Determine Your Prospects
Test.

29. 29
Determine Your Offer
What is your
Unique Reason
for Giving?

30. 30
Determine Your Offer
What’s the right amount? What will the donation buy?

31. 31
What Else Do You Have To Offer?
Premiums
Designated Funds
Payment Options
Exclusivity

32. 32
How Will You Offer It?
Direct mail, email and phone are a great mix.

33. 33
Is Your Goal Realistic?

34. 34
A Super Star Lead
Knowledge1 Copywriting
Skills
2 Donor
Stewardship
3 Strong
Communicator
4
Email
Experience
5 E-Commerce6 Data Skills7 Team Player8

35. 35
What Is Your Brand?
Make it stand out
Consider naming it
Set it apart visually
Urgent language
Gratitude for monthly
donors
Simplicity

36. 36
Best Practices
Starts with a three-
pronged approach:
- converting
- retaining
- upgrading

37. 37
Converting: Hone Your Ask
who when how

38. 38
When And How To Ask
Depends largely on your
organization’s giving
cycles and tools.

39. 39
Retaining Donors
identification
cultivation
solicitation
stewardship

40. 40
Show Some Donor Love!
Acknowledge Gift
Thank Donor
Show Impact

41. 41
Keep Track Of Your Data
Keep track of payment
info, milestones, key
dates, etc.

42. 42
Donors Will Upgrade When…
they believe
in your mission
they see the
impact of their
gift
they trust the
relationship
they were asked

43. 43
Let’s Recap…

44. 44
Monthly giving is an
incredibly powerful tool
you can use to engage
donors who have already
been giving to your
organization.

45. 45
A good team, a great
mission, and a powerful
back-end system will
help make your monthly
giving program
successful.

46. 46
Showing your donors
some love is the best
practice of all, regardless
of what kind of
fundraising you’re doing!

47. 47
www.colludo.ca
colludos@gmail.com
@colludos
Thank you!