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

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 champions@capeabilities.org.

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 erica@adirectsolution.com

Go the extra mile. It's never crowded.

- Author Unknown