how you can start and grow a recurring donor program
TRANSCRIPT
![Page 1: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/1.jpg)
How You Can Start and Grow a Recurring Donor Program
11/20/14 1pm eastern
The presentation will begin shortly.
![Page 2: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/2.jpg)
Before We Get Started3
This presentation is being recorded!
The recording and slides will be emailed to you later this afternoon.
Please chat in any questions for our guest. We will answer them in the formal Q&A session
at the end of the presentation.
![Page 3: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/3.jpg)
3
![Page 4: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/4.jpg)
About Erica Waasdorp •President of A Direct Solution
•Philanthropoholic
•Reader’s Digest ‘graduate’
•30 + years Direct Response experience
•20+ years of Monthly Giving experience
•Raised millions of dollars for clients
•Author of Monthly Giving. The Sleeping Giant, paperback and e-book
•Speaker, teacher and blogger
November 20, 2014
![Page 5: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/5.jpg)
Question
Do you have a monthly giving program now?
Yes
No
November 20, 2014
![Page 6: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/6.jpg)
What?
• Small
• Committed
• Automatic
• No end date
• Provide regular income
November 20, 2014
![Page 7: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/7.jpg)
Where?
November 20, 2014
![Page 8: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/8.jpg)
November 20, 2014
Source: Bloomerang, 2013 AFP Fundraising Effectiveness Study
Why? To offset this:
![Page 9: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/9.jpg)
Their retention rates are much higher!
Source: Infographic: Bloomerang, AFP Fundraising Effectiveness
Project
Quote: Adrian Sargeant
I: How Monthly Donors are different
![Page 10: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/10.jpg)
Retention Rates Rock!! Median Retention Rates in 2012 by Gift Type and Loyalty
Donors Giving Only Single Gifts
Donors Giving Both Single and Recurring Gifts
2 Years Consecutive 51% 86%
3 & 4 Years Consecutive 65% 90%
5+ Years Consecutive 79% 95%
Source: donorCentrics™ Collaborative Benchmarking
US Recurring (Sustainer) Giving
November 20, 2014
![Page 11: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/11.jpg)
Your donors will give a lot more…
Current Gifts
Monthly Gifts (annual)
First year Cume
100 $35 $0 $3,500
100 $35 $120 $15,500
November 20, 2014
![Page 12: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/12.jpg)
Do your Research
Join Other Monthly Giving Programs
November 20, 2014
Best Practice
![Page 13: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/13.jpg)
21% of Baby Boomers (age 49 – 67 years old)
gives Monthly!
November 20, 2014
monthly
donors
Source: Blackbaud
![Page 14: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/14.jpg)
November 20, 2014
Online Monthly Growing…
Source: 2014 M+R Benchmarks (2013 data)
![Page 15: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/15.jpg)
Typical fundraising rules apply except…
November 20, 2014
Best Practice
![Page 16: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/16.jpg)
One person must own the program
YOU
Web site
Donors
Donor base
Donor services
Fundraising Accounting
Programs
Marketing
Online
November 20, 2014
![Page 17: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/17.jpg)
Have a Name
Organize Recognition
Develop your ‘Promises’
November 20, 2014
Best Practice
![Page 18: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/18.jpg)
November 20, 2014
Thank you for joining Send with personal letter
via snail mail
No need for monthly thank yous
Send tax receipt in January
![Page 19: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/19.jpg)
Important: Make your own email thank you!
November 20, 2014
![Page 20: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/20.jpg)
Special thank you
Gift impact
Thank you!
![Page 21: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/21.jpg)
November 20, 2014
Share options
What donors can expect
![Page 22: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/22.jpg)
Add Recurring to Donation page
Do have special Landing Page
November 20, 2014
Best Practice
![Page 23: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/23.jpg)
November 20, 2014
![Page 24: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/24.jpg)
November 20, 2014
Easy, minimum amount
![Page 25: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/25.jpg)
November 20, 2014
No minimum
Simple ask to recur
![Page 26: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/26.jpg)
November 20, 2014
![Page 27: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/27.jpg)
Absolutely NO end date EVER!
II: How to Start a Program with Limited Resources
![Page 28: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/28.jpg)
November 20, 2014
Monthly Before One time donation
Local Library
![Page 29: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/29.jpg)
November 20, 2014
Questions & Answers
Video
Gift for joining
![Page 30: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/30.jpg)
Top of landing page
November 20, 2014
![Page 31: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/31.jpg)
Bottom of landing page
November 20, 2014
Clear benefits
![Page 32: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/32.jpg)
November 20, 2014
Automatic Check Option
Donor must fill out form and send in, Signature required for EFT
![Page 33: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/33.jpg)
Organize your Back Office
November 20, 2014
Best Practice
![Page 34: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/34.jpg)
Compare expected payments against
actual payments received
Monthly, day after charge date
Recommend monthly payment code for tracking
November 20, 2014
![Page 35: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/35.jpg)
Account Updater/Recycling Outdated cards
Declined cards
November 20, 2014
![Page 36: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/36.jpg)
Marketing
Put Monthly Giving
Front and Center
November 20, 2014
Best Practice
![Page 37: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/37.jpg)
Make it easy to find…
menu
V: How to Market your Program
![Page 38: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/38.jpg)
Benefits
Specific amounts
Video
V: How to Market your Program
![Page 39: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/39.jpg)
Make it easy to find…
V: How to Market your Program
![Page 40: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/40.jpg)
Integrate in donation page VII: How to Plan for Growth
Specific amounts
Dare to put front and
center
![Page 41: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/41.jpg)
November 20, 2014
Back end premium
Landing Page with ask amount (open)
![Page 42: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/42.jpg)
Rule of thirds
Ask Low
Get High Response
Upgrade later
November 20, 2014
Best practice
![Page 43: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/43.jpg)
Calculate Monthly Ask Amount
Use One Third for
first Monthly
Ask
Take Avg One time gift
•$35 becomes:
•$10, $15, $20, $35, Other $______
•$15 becomes:
•$5, $10, $15, $20, Other $_____
For example
November 20, 2014
![Page 44: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/44.jpg)
November 20, 2014
![Page 45: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/45.jpg)
November 20, 2014
Specific amounts do specific things…
![Page 46: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/46.jpg)
November 20, 2014
Source: 2014 M+R Benchmarks
![Page 47: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/47.jpg)
As soon as they become a donor!
As often as you’d like
Any time of the year
November 20, 2014
When can you ask?
![Page 48: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/48.jpg)
November 20, 2014
Impact of gift
Monthly front and center
Ask for preferences
![Page 49: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/49.jpg)
Drive to web
November 20, 2014
Best practice
![Page 50: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/50.jpg)
November 20, 2014
Web ads Facebook
Twitter Linked in
![Page 51: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/51.jpg)
Use Email
Use Challenge and Deadline
November 20, 2014
Best practice
![Page 52: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/52.jpg)
November 20, 2014
Use image to draw
attention
![Page 53: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/53.jpg)
November 20, 2014
Clear goal of 600
Deadline
# left to generate
Specific amounts
![Page 54: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/54.jpg)
November 20, 2014
Challenge and deadline worked into
email newsletter
![Page 55: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/55.jpg)
Your program is growing!!
November 20, 2014
![Page 56: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/56.jpg)
Direct mail still works!
November 20, 2014
![Page 57: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/57.jpg)
Use Donor testimonials wherever
you can… Newsletters, web, FB, Twitter…
“I am a widow on a fixed income but being a monthly
sponsor helps people that have less. You do good work for the less fortunate”. – Jean, NJ
November 20, 2014
![Page 58: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/58.jpg)
A
November 20, 2014
Strong teaser
Back-end premium works
with mission
Clear examples of how gift helps
Offer EFT and CC options
![Page 59: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/59.jpg)
November 20, 2014
Mention Monthly Option
![Page 60: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/60.jpg)
November 20, 2014
Both options
Front of Reply
Back of reply
![Page 61: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/61.jpg)
Should you stop appealing?
NO
November 20, 2014
![Page 62: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/62.jpg)
Monthly Donors who give to other appeals
Real Live
Example:
57% of Monthly
donors give to
other appeals
November 20, 2014
![Page 63: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/63.jpg)
Plan for Success!
November 20, 2014
![Page 64: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/64.jpg)
Remember to Annualize!
Current Gifts
Monthly Gifts (annual)
First year Cume
100 $35 $120 $15,500
November 20, 2014
![Page 66: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/66.jpg)
November 20, 2014
“The beginning is perhaps
more difficult than anything else,
but keep heart,
it will turn out all right.”
–Vincent van Gogh
![Page 67: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/67.jpg)
Erica Waasdorp
A Direct Solution
PO Box 757
Marstons Mills, MA 02648 USA
Tel: 508-776-1224
Fax: 270-633-1744
www.adirectsolution.com
@ericawaasdorp
Monthly Donor Calculator bit.ly/T1dSdr
November 20, 2014
![Page 68: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/68.jpg)
Questions?
![Page 69: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/69.jpg)
Any questions?
Feel free to email me even after today!
November 20, 2014
![Page 70: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/70.jpg)
Free educational resources »
https://bloomerang.co/resources
•Daily blog post •Weekly webinar •Downloadables •Nonprofit Wrap-‐Up •Bloomerang TV
![Page 71: How You Can Start and Grow a Recurring Donor Program](https://reader034.vdocument.in/reader034/viewer/2022052508/559f26d51a28ab43578b47ab/html5/thumbnails/71.jpg)
Next (free!) webinar:
6 Top Tips for Retaining Nonprofit Talent
w/ Ritu Sharma & Jacqueline Beslin
12/4 -‐ 1pm eastern
https://bloomerang.co/resources/webinars