You need more monthly donors.
Everyone does.
But how?
One way is to encourage single-gift donors who give through direct mail to convert to monthly giving.
And one low-cost way to do that is to include a monthly giving option in your direct mail appeals.
Here's a very helpful post on how to do that form A Direct Solution, at 5 Ways You Can Add a Monthly Giving Ask to Your Appeals:
- Put the monthly giving tick box on the back of your appeal reply form. The safest and least impactful option.
- Put the monthly giving tick box right below the one-time gift option. These next several options will likely get you more monthly donors, but may cost you some single-gift donations.
- Put the monthly giving tick box near the one-time giving option.
- Make the monthly giving option almost one of the single-gift asks.
- Spell out the monthly giving option out on the reply form front and back and in the letter. Highest risk of losing single-gift donations, and highest likelihood of getting monthly donors.
The risk of losing single gifts while increasing monthly donors is a balancing act. Remember that the value of a monthly donor -- especially those who come via direct mail -- is several times that of a one-time gift, so you can afford to make the trade-off up to a point.
Recruiting monthly donors from your direct mail donors is a powerful activity. Test the options for the approach that works best.
from Future Fundraising Now https://ift.tt/300cbUF
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