In the Trenches: Building a Monthly Giving Program
King has observed a similar reaction from donors to the Friends of Iowa Public Television. Last year, 18 percent of organization members responded to a direct mail upgrade appeal.
“This small upgrade mailing now generates an additional $13,140 per year,” she says. “Promote, promote and promote the program.”
It’s a win-win
Most loyal donors easily can grasp the value of a sustainer program, for themselves and the organization. Of course, they also value the convenience of having their contributions deducted from their checking accounts or credit cards each month. (It lowers the charity’s fundraising costs and guarantees regular income.)
But more than just convenience, monthly giving can give your organization a chance to create intimate relationships with your best donors. You and your donor can get to know one another better through online, telephone and mail communication, and the interaction doesn’t always have to end with a request for a gift.
So as you struggle to manage all your special projects, wouldn’t it be nice to have part of your fundraising program slide along in perpetual motion? Newton would approve.
Tom Hurley is president of the not-for-profit division of DMW, a full-service direct-response advertising agency with offices in Wayne, PA; Plymouth, MA; and St. Louis. E-mail Tom at firstname.lastname@example.org.