Inspire more donors to make regular gifts to your organization
These days it’s difficult to secure a monthly pledge from a larger universe of loyal donors. While there will always be donors who will be able to make monthly gifts, there are many more that would be willing to making a smaller, but regular commitment.
The trick is to have an offer that’s easy for the greatest number of donors. You need a retention strategy for all donors who give only one or two gifts per year – especially all of your new donors! There will be key times to invite these donors with an offer to give more, for example, right after they have been thanked for their 1st gift of the year, or prior to the organization’s busiest fundraising season.
The right offer will inspire donors by including assurances that their regular gift amount is all that’s needed, that you’re only looking for a pledge of 3 gifts in 3 months (not 12 gifts).
Using this strategy, we found retention increases ~10% points for each extra gift received. In this example, 3+ gift-givers were renewed at 75% or more; 1 gift-givers were renewed at 50%.