27 Keys to Monthly Giving Program Success, Part 1 (1-6)
3. Keep the rest of the organization informed of progress through small internal news flashes
"Sustainers oftentimes are not seen as exciting compared to acquisition or housefile tests, so you may need to do internal PR, if you will," Waasdorp said. "Every month send a note to update your colleagues on the revenue, growth and activity of your sustainers."
4. Convert credit card single donors to sustainers
If you have donors who already made a gift via credit card, try converting them to provide monthly donations that way. It's an easier sell, Waasdorp said, because they're already comfortable giving with their credit cards, and it can be a simple add-on to a reply form.
"To have a successful monthly giving campaign, start with credit card donors," she said. "They're a lot easier to sell, and generate results."
5. Stay ahead of credit card expiration dates
Donations can be rejected or delayed due to expired credit cards. To keep projections and revenue on schedule, set up a system to contact donors before their credit cards expire. Don't wait to get rejected due to the credit card expiration date to contact a monthly donor. You want to stay ahead of the curve, Waasdorp said.
This contact point is also an ideal time to ask for an upgrade in giving level. Test to see if your monthly donors are willing to increase the amount of their monthly gifts at this time.
6. Convert reminders to automatic gifts
If you offer monthly mail reminders, try converting them to auto giving via bank or credit card on a regular basis, Waasdorp said. Buckslips with potential savings can generate 2 percent to 3 percent conversion every month. If you keep doing it every month, you really grow the auto givers in your monthly giving program.