Geared Up for Growth
We bring in monthly donors through face-to-face canvassing, through our direct-marketing campaigns, through telemarketing, Web, e-mail. We convert people through a welcome series and through a variety of other channels. I would encourage people to start experimenting with monthly giving asks in all of their channels, and for organizations that are not advocacy organizations — they’re not 501(c)(4) organizations where size matters — I would also encourage people to experiment with a monthly giving primary ask or a monthly giving only ask approach because the relative impact for some organizations, while you do lose one-time support, that one-time support is often more expensive, and monthly giving would be more beneficial to your organization in the long run.
AM: [An attendee] wants to know how to easily track monthly giving for a small nonprofit.
DG: I would probably want to know a little more about their tracking mechanisms for their other donor income to see how they might adapt that for monthly giving. But if it’s a small and growing program, it can be done relatively easy. I’m sure whatever system that they currently have can be capable of it. If not, you could even set something up in Excel to monitor performance on a regular basis.
Kristin McCurry: The size of your organization should not be an impediment to you creating that program or to you tracking it. While it may limit the channels and the programs that you have access to build it and to add your base of sustaining donors, [being a smaller organization] shouldn’t be a barrier to you managing that program and growing the relationship with the donors that are in it.
AM: [Another attendee] wants to know if there is a monthly giving ask that is too small.