Monthly Giving Hindsight Is Always 20/20
As I’m getting ready for my second cataract surgery this week, it has started to dawn on me the tremendous eye-opening results I’ve already experienced from the first one.
For me, going to the beach and swimming in the ocean was never an option, because I wouldn’t be able to find my spot unless there was nobody else there. Snorkeling was not possible, because I simply wouldn’t see anything. Now hopefully all that will be possible. I may have close to 20/20 vision, which would be a true miracle.
So my first reaction was: I wish I’d been able to do this surgery 25 years ago! Heck, preferably even when I was still a teenager. I can still remember the amazing difference it made then — going from glasses to contacts.
Of course, it wouldn’t have been possible to do this sooner because of the materials of these new lenses and how long they last, but it sure made me wonder.
So now as we’re nearing the year 2020, is there anything you wish you’d done 10 years ago? Perhaps even 20 years ago?
I bet for many, monthly giving falls right in that category.
Just think of the extra money you could have raised if you had started converting your donors to give monthly years ago. Just think of the donor retention rates you would have seen by now. Just think of the sustainable revenue you could have every year. Yes, that ongoing money that keeps coming in — month after month.
So as we’re going into prime giving season, rather than putting it off any longer, start creating some “history” today by simply doing at least one thing.
I can actually think of two small things you can implement right away:
- Add a tick box to your appeal reply form. It’s a laser variation which costs you nothing. And if you pick up a few new monthly donors, it’ll be totally worth it.
- Add a monthly gift button to your email or your e-newsletter, and see what happens.
Use the month of September to try something new. Because you know what they say: “If you keep doing what you’re doing, you keep getting what you’re getting.” By making a small change, you may get a different result. Now’s a good time to do so. You may learn something that will bring in more monthly donors than you imagined. It could mean that you’ll say: “Wow, why didn’t I do this sooner? Why was I procrastinating?” Hindsight is 20/20, especially when it comes to monthly giving. So what are you waiting for?
Erica Waasdorp is one of the leading experts on monthly giving. 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 authored "Monthly Giving: The Sleeping Giant" and "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 a cat, Mientje.