Why Do You Give Monthly?

By Erica Waasdorp

WordCloud

Take a look at this beautiful word cloud. It’s based on the answers to an exercise we recently did in a sustainer workshop.

(Thank you, Cameron Popp, for organizing the exercise).

I certainly think the outcome is fascinating.

Because what you see is that the most important reason why people give monthly is because they care about the mission. They want to help!

It’s less about the convenience. And nowhere does it say that a donor gives monthly because he or she wants a tchotchke! Monthly donors want to make a difference. They believe in the cause. They believe in your mission. They want to support your organization and by offering a monthly gift, it does make it easier to indeed make that happen.

This word cloud was based upon 40 people, so here’s my challenge to you:

Next time you send a survey to your monthly donors, ask them why they’re giving monthly. Collect the answers and put it into a word cloud yourself. It’s a tremendous visual way to see what’s important to your donors. You can put it on your bulletin board, and you could even put it in other communications.

And if you’d like to share what’s the main motivator for giving for your monthly donors, I’d love to see it.

Have fun word-clouding!

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Monthly Giving

Erica Waasdorp Author's page

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.