For nonprofits seeking sustainable donor growth, monthly giving programs are essential. Monthly donors have significantly higher retention rates, often over 90%, ensuring steady revenue. Nicole Stern, a public media membership director, shared insights into launching a successful monthly giving program.
The key is positioning monthly giving as your primary donation option, not an add-on.
Stern says, “It’s not just slapping on an option on a form or creating a new giving society…it has to be positioned as the main option.”
Monthly giving should be prominently featured on your website and integrated into all fundraising campaigns and communications.
Cultivating a “Netflix-like” subscription mindset is important.
Donors need to see monthly giving as an ongoing subscription to your cause, not a one-time gift. At $8 to $25 a month, it’s an affordable way for donors to make a big impact over time. Segment your donors based on capacity and promote monthly giving to those able to contribute at meaningful levels.
Drive conversions by educating donors on the benefits of monthly giving for both your organization and them. It provides predictable revenue so you can invest in programs. For donors, it’s a convenient, impactful way to support your mission that fits any budget. Provide options for donors to upgrade, change, or cancel at any time to address concerns over long-term commitments.
Identify and engage your most dedicated supporters. Those already giving monthly likely believe deeply in your work. Survey them to better understand their motivations and how to inspire other donors. Ask them to share why they give monthly on your website and social media. Their stories will resonate and spur more conversions.
While launching a monthly giving program requires work, the lifetime value of monthly donors makes the investment worthwhile. Monthly giving fuels nonprofit growth, and organizations cultivating sustainable donor relationships will thrive. With the right strategies, all nonprofits can benefit from this fundraising model. Monthly giving is the future of fundraising, and the future is here.
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