WORKBOOK

Monthly Giving

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WHY MONTHLY GIVING?There are a lot of fundraising opportunity and limited time and resources.

The most successful nonprofits focus their efforts. They find one tactic that works and then invest their efforts there. It may take trying five or six different things, but once you find a channel that earns good income, focus your efforts to invest and grow that area until you can’t grow it any more.

Let me make the case to you why monthly giving should be the area you invest in.

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Average recurring donor will give 42% more in one year than donors who give single gifts.

Recurring donors are worth 5.4x more than one-time donors over their lifetime.

Recurring donors are more than 2x more likely to give beyond on year.

Median revenue per recurring donor in 2017 was $320, increasing from $305 in 2013.

Monthly donors enjoy the convenience of monthly giving.

Monthly income provides predictable cash flow so you aren’t raising all of the revenue in November and December.

Giving makes donors happy. Monthly giving brings donors joy each month.

MONTHLY GIVING

I Monthly giving is recession proof - and election season proof!

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ESTIMATED EXPENSES

➤ Typical startup costs include:

➤ Graphic design

➤ Collateral printing

➤ Consulting

➤ Web development & design

➤ Premiums/Thank You gifts

➤ Program development

➤ Customer service / operational support

➤ Donor acquisition

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MONTHLY GIVING

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PRODUCT DEVELOPMENT

MONTHLY GIVING

➡ What Services Does Your Nonprofit Offer?

➡ Which Services Appeal Most to Donors?

➡ Which Services Have a Clear Dollar Handle?

➡ Are Different Services Available at Different Giving Levels?

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NAMING THE PROGRAM

MONTHLY GIVING

➡ What Product Did You Identify Earlier for Your Monthly Giving Program?

➡ What is Your Organization’s Tagline?

➡ What is Your Unique Selling Proposition (USP)? Why Does a Donor Give to You?

CONTINUED

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NAMING THE PROGRAM

MONTHLY GIVING

➡ Write Down Names Associated with Your Mission.

➡ Write Down Names Associated with Your Tagline.

➡ Write Down Names Inspired by the Products You Developed.

CONTINUED

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NAMING THE PROGRAM

MONTHLY GIVING

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➡ Write down the list of potential names.

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MISSION STATEMENT

MONTHLY GIVING

➡ Write a Mission Statement for Your Monthly Giving Program.

➡ Name your donor persona

➡ Describe your persona’s demographic characteristics such as age, gender, geographic information, relationship status.

➡ Describe your persona’s level of education. What does your donor persona do for employment?

➡ Describe your donor persona in detail.

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DONOR PERSONA

MONTHLY GIVING

CONTINUED

➡ Using the details from the previous page, write a complete description for your donor persona.

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DONOR PERSONA

MONTHLY GIVING