Go After Monthly Donors — Now!

In a report titled “Myths of Monthly Donor Programs” on the Mal Warwick Associates Web site, Canadian consultant Harvey McKinnon talks about how easy it is for a nonprofit to lose annual donors to those organizations with more aggressive monthly donor campaigns.

“When a donor joins a monthly donor club it has consequences. She may even start reducing her single gift donations to other nonprofits — perhaps yours! — because she has committed a greater share of her charitable funds through monthly donor programs.