Major donors create the splash, MONTHLY DONORS CREATE THE POND
Presented by
Erica Waasdorp, President
A Direct Solution, DP Expert
Erica Waasdorp •Philanthropoholic
•President, A Direct Solution
•Raised $$$$ with monthly giving
•Author
•Monthly donor
Who are they?
•Small
•Committed
Retention Rates improve
Going from: to:
Sources: AFP Fundraising Effectiveness study and DonorPerfect Users
Donor Retention
Growing Your Program
•Thank and engage your donors •Acquire •Retain and Reactivate •Upgrade •Test & Transform
Always Start with
Preferred Recognition by Donors
Source: Penelope Burk Donor Survey
‘Soft’ Recognition Auto-responder, email thank you
Video
Conservation Champion Branded Thank you/Welcome Video – Auto Responder
Send Thank you by mail
Welcome Pack
Should you ask monthly donors in appeals?
Recognize in Appeals
How many monthly donors respond?
59% Made at least one more
extra gift a year
Source: Religious client results
Other ways to recognize
• Thank you calls
• Special email version
• Annual report and events
• Newsletter
• Testimonials
Keep Communicating!
Growing your Program
ACQUIRE
Two Ways to Grow
1. Expand existing program
2. Add additional program
Monthly Giving Front and Center
•Easy •First •Ask •Challenge •Urgency •Testimonials
On Home Page
Easy to Find
July 29, 2015
Last Chance Light Box
First Option
Easy to Find
Front and Center
ASK SMALL
In 2014, Monthly Online grew by ….
MONTHLY GIVING
Source: 2015 M+R Strategic , Benchmarks
32%!
Use Welcome Email
Challenge, Goal and Deadline
Direct Mail
Welcome Pack and Thank Yous
Example Welcome Message
Thank you so much for your gift of xx$mrgxx to [name of
organization]!
[Focus on why the gift is important for you and the impact it’s
making on the people/animals/mission you serve].
That’s why I’d like to invite you to join a privileged group of special
supporters, called [name of program].
[Focus on benefits and ease of program for donor]
Initial Gift and Response Relate Description One Time
Response Rate
Average Gift Monthly Response
Rate
Average Gift
New $5-$14.99 4.6% $ 10.77 1.4% $ 8.38
New $15-$24.99 4.5% $ 16.60 1.6% $ 10.42
New $25+ 4.4% $ 24.49 2.0% $ 13.31
Brochure
Add on Back of Form
Targeted Appeal
Include option in every e-news Use email
Google ads
Retargeting and Web Ads
Add Additional Program
Growing your program
RETAIN
“Retention is the new acquisition.
Customer service
is the new marketing.”
~ Joe Connelly
Improve Donor Service
Highlight Personal Contact
And if you have any questions at all about your monthly gifts, please call
Connie Blake
at (508) 778-5040 or send an email to [email protected].
Prevent Lapsing
Check Your EFT Transaction Log
Pick Up the Phone!
Send email!
Survey
Prevent lapsers
To grow, your Coverage ratio must be > 1
# of Acquired + Reactivated
# of Lapsed
Growing your Program
UPGRADE
When?
Source: 2015 M+R Strategic Benchmarks
$22/23
Sample Upgrade Ask
IF Monthly Gift > =6
INCREASE1 = 2
INCREASE2 = 5
INCREASE3 = 7
Upgrade by email
Most Successful
I’M ON THE
PHONE!
Upgrade Ask Script
Because of this, I’m asking if you could increase your monthly gift by just ($---) to
[Current Monthly+ $___] a month so we can ensure ….
Upgrade Results
Description Number of Appeals
Pledge Response Rate
Avgerage Monthly Upgrade
Annual Gross New
DM 10,000 3.86% $8.00 $ 7,526
TM 2,176 24.03% $5.08 $ 10,471
Growing your Program
TEST &
TRANSFORM
No-incentive option
Ask for ACH
Add Form
Growing your Program
Monthly Donors Source
# of monthly donors acquired
Average gift Average Yearly Gift
First year Cume
Totals 170 $10 $120 $20,400
Annualize Results
You’ll grow only if you …
Calculate your Potential
Erica Waasdorp Tel: 508-776-1224 www.adirectsolution.com
Blogs and Monthly Giving Help Line [email protected]
Go the extra mile. It's never crowded.
- Author Unknown