27 Keys to Monthly Giving Program Success, Part 2 (7-11)
[Editor's note: This is part 2 of a four-part series on the session "25 Proven Monthly Giving Tools & Ideas Packed in 50 Minutes" held at the 2012 Washington Nonprofit Conference. Click here for part 1.]
At the Direct Marketing Association Nonprofit Federation's 2012 Washington Nonprofit Conference Thursday, five fundraising pros shared their secrets to implementing and running a monthly giving program in their session, "25 Proven Monthly Giving Tools & Ideas Packed in 50 Minutes." Here are tips 7-11 of the 25 — actually, 27 (two bonus tips!) — provided by the presenters: Mary Arnold, president of Mary Arnold Enterprises; David Glass, director of online marketing at World Wildlife Fund; Karen Kennedy Downs, direct marketing manager of monthly giving at CARE USA; Nicole Weidokal, vice president of client services at DCCi; and moderator Erica Waasdorp, senior fundraising consultant at DMW Direct.
7. Include a monthly giving ask in your welcome series
Right off the bat when you acquire a new donor, make him or her aware of your monthly giving program, Downs said.
"Making new donors aware of a monthly giving program by mail or phone is a great way to engage," she said. "CARE donors receive a monthly ask by phone and mail within 30 to 45 days of their first gift. Let them know that it exists."
8. Make monthly giving program membership special
Everyone likes to feel rewarded for his or her efforts, and incentives are a great way to get people on board. So treat monthly givers to something special. For example, offer them a premium, the opportunity for less mail, personal updates, access to specific micro sites or exclusive content on your website.
"Let donors know the benefits of being members up front, and remind them along the way," Downs said. "… Make it feel exclusive. Think of these donors as an audience to treat with special access."