Monthly donors provide a steady revenue stream over many years - even a lifetime. Monthly gifts can also be upgraded every year or two. These donors are also prime to approach for a major gift or leaving your organization a bequest in their Will.
Flip your solicitation strategy around. When you ask for a gift, lead with a monthly donation request. Then, ask for a single contribution. This strategy may seem aggressive, but steady persistence will eventually pay off with a predictable return for each appeal.
Monthly giving shouldn't just be a donation option; it should be a branded philanthropic program. Develop a compelling name and logo. Identify organizational and donor benefits and promote unique recognition opportunities and giving incentives.
Ensure monthly donors know they are a valued part of the organization and play a key role in advancing the cause being served. Offer unique engagement opportunities and rewards reserved for this special group.
Monthly giving also benefits donors, including the opportunity to break up annual support into convenient monthly installments. This often results in a more significant contribution than a single gift.
Monthly donors deserve meaningful stewardship. It's the best way to build relationships and donor loyalty while creating a path for upgrading contributions. Remind donors of the impact they are having often.