9 Tips to Promote Monthly Giving on Your Website
I can't believe it's almost 2015. The start of a new year — and in many organizations new fundraising goals and fundraising budgets.
So, let me cut straight to the point — if you are short-changing your monthly giving ask on your website, you are really just leaving significant money on the table. It's amazing how many organizations actually "offer" monthly giving as an afterthought on their websites. It usually shows up below the donation amount area where a question is asked: "Do you want to make this a monthly donation?"
Oh my. We all know this is not the way to sell the need for sustaining gifts. Yes, we must sell this like any other donation option. It is absolutely not just an "add on." The digital designers and strategist at Eleventy Marketing Group have put together a list of nine nonprofit website tips to encourage monthly giving. As you'll see, it is about calling attention to the opportunity to support the mission monthly.
1. Feature it on your homepage
From the face of your website, make your monthly giving call to action prominent. Whether you put in on a slider or somewhere else on the page, make sure it's clear this is a key action you want people to take.
2. Create a monthly giving page
Dedicate an entire page on your website to monthly giving — more specifically, the why of monthly giving. Show people the need for monthly giving, and let them know as specifically as possible where the money goes. Which leads to the next point …
3. Include a monthly donation visual
Visuals explaining how varying monthly donation amounts make a difference can be incredibly effective. For example: $50/month sends five children to school for a month; $100/month feeds a family of four for a year. This paints a clear picture of the why.
4. Add a monthly giving option to your donate page
This one seems pretty obvious, and yet so many nonprofit websites still lack this option. If someone is ready to support your cause and willing to donate, at least plant the seed in her mind of becoming of a monthly donor. Please note, this does not simply mean placing a check box next to the donation amount with a question about making it a monthly gift.
5. Ask about monthly giving after a donation
Someone makes a donation. He cares about the cause and supports what you do. He's feeling good about contributing. What better time to ask him to become a monthly donor? On your donation thank-you page, give donors the chance to quickly and easily sign up to give that same amount each month.
6. Spotlight the monthly giving impact
On your blog or other area of your site where you provide updates on the work you do, regularly include information about how monthly giving is making an impact. If possible, shine a light on the specific efforts your monthly giving program supports. And make sure you include a link and tell people how they can become monthly donors.
7. Spotlight monthly giving donors
You can also spotlight individual monthly donors. Nothing inspires people to take action like seeing other people doing it. Interview donors, and ask them what inspired them to become monthly contributors. Put a face to your monthly donors. And, again, make sure to always include the link where other people can sign up.
8. Insert a monthly giving link in your header
Make a monthly giving reminder appear on every page of your site by putting a quick link on your website header, footer or sidebar (depending on how your site is designed). It could be as simple as a small graphic that says, "Make a difference all year 'round" with a link to your monthly giving page.
9. Enable people to share monthly giving with friends
Create a quick and easy way for people to tell their friends they've become monthly donors and encourage them to do the same. Include a "Share With Friends" button on your donation thank-you page that allows people to post a message on social sites like Facebook and Twitter saying something along the lines of, "I just became a monthly donor with Organization X and I want you to join me" with a link to sign up.
Simply put, you've got to make monthly giving a key focus on your online fundraising.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.