27 Keys to Monthly Giving Program Success, Part 3 (12-19)
- highly personalized monthly reminders for check-payers, quarterly for electronic and credit card payments
- differing monthly giving amounts and how you handle them
- differeing amounts for upgrades
- addressing lapsed donors: credit card vs. check-payers — what brings them current?
- Do you forgive past-due donations?
- What about when people change level of gift?
"You need to work with IT and answer these questions as marketing problems," Arnold said.
14. Make monthly donors internal VIPs
"They are your most loyal donors, and you are one of their top charities," Arnold said. "It's a an enviable position, and you don't want to relinquish that."
She suggested that you route their phone calls to your best and most experienced customer service reps. Don't over-ask with too frequent upgrades or by adding miscellaneous fees. However, do include them in other appeals, especially emergency appeals.
"Treat them like family — or better than family. Don't take advantage of them," she added. "Donors want a good reason to give. If you get to them first, they'll give to you."
15. Test DRTV to acquire monthly givers
If there's room in your budget, it's worth testing DRTV to acquire monthly donors. We've all seen the ASPCA ads and various other charities promoting monthly giving programs on the television.
In your tests, include a specific, compelling ask, and ask more than once. There's not one creative formula that works, but try leading with a problem, followed by a solution and then end with the problem again, Arnold said.
"Buy TV spots opportunistically," she added. "TV inventory is perishable, so daily unsold inventory is cheap. Use a call center with inbound experience. Test landing pages for viewers who go to your website. Not all viewers will call; many go online. Make sure landing pages have a seamless connection to what they saw on TV. Donors need to see the same thing online as they do on TV."