Recurring (Gifts) Dream
Make it as easy as possible for people to respond. Depending on the purpose and resources within your organization, you should consider sending a small thank-you gift and letter to donors after they join the monthly giving program.
While many prospective donors can relate to a special name for the monthly giving program, it is absolutely not necessary to be successful. If you can come up with a catchy name for your program, that is great, but again, don't fret about it. Brainstorm with a few people, come up with a name, and go for it (and don't look back). As long as the program name fits with the organization's mission, prospective donors will be receptive.
But what of existing donors?
The above explores the conversion of new donors to monthly givers, but many readers may ask, "What can we do with our existing donors?"
If you are still trying to "prove" to management that a monthly giving program is right for your organization, start with the best-responding group: zero to six-month donors who gave at least twice or more and preferably have given by credit card. Test an ask for monthly giving via credit card and see what happens.
If your organization's mail program is heavy (i.e., once-a-month appeals), test a monthly giving ask on a small and targeted portion of your housefile appeal and see what happens. Consider that a monthly giving ask may have a slight negative impact on the single donations coming from that appeal, so be sure to budget accordingly. This applies even more if you consider a special invitation appeal to join the monthly giving program in addition to other appeals.
A final suggestion is to always use annualized amounts to present revenue for your monthly giving program. This gives a more accurate image of the results of your efforts. The reality is that these monthly donors will give for many more years than that, but this method helps make it understandable for the boss!

Erica Waasdorp is one of the leading experts on monthly giving. She is author of the book "Monthly Giving. The Sleeping Giant." She is the president of A Direct Solution, a company serving nonprofit organizations with fundraising and direct marketing needs, with a focus on monthly giving and appeals.
She just co-authored the "Monthly Giving Starter and Marketing Kit" with Donor Perfect, and she’s working on her next book called "Monthly Giving Made Easy." She regularly blogs and presents on fundraising, appeals and monthly giving—in person and through webinars. She is happy to answer any questions you may have about this great way of improving retention rates for your donors.
Erica has over 30 years of experience in nonprofits and direct response. She helped the nonprofits she works with raise millions of dollars through monthly giving programs. She is also very actively supports organizations with annual fund planning and execution, ranging from copywriting, creative, lists, print and mail execution.
When she’s not working or writing, Erica can be found on the golf course (she’s a straight shooter) or quietly reading a book. And if there’s an event with a live band, she and her husband, Patrick, can be found on the dance floor. She also loves watching British drama on PBS. Erica and Patrick have two step sons and cat, Mientje.
You can reach Erica at erica@adirectsolution.com or by phone at (508) 776-1224.





