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How You Can Start and Grow a Recurring Donor Program
1. How You Can Start and
Grow a Recurring
Donor Program
11/20/14
1pm eastern
The presentation will begin shortly.
2. Before We Get Started
3
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.
4. 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
5. Question
Do you have a monthly
giving program now?
Yes
No
November 20, 2014
6. What?
• Small
• Committed
• Automatic
• No end date
• Provide regular income
November 20, 2014
8. Why? To offset this:
Source: Bloomerang, 2013 AFP Fundraising Effectiveness Study
November 20, 2014
9. I: How Monthly Donors are different
Their retention rates are much
higher!
Source: Infographic: Bloomerang, AFP Fundraising Effectiveness
Project
Quote: Adrian Sargeant
10. 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
11. 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
12. Best Practice
Do your Research
Join Other Monthly
Giving Programs
November 20, 2014
13. 21% of Baby Boomers
(age 49 – 67 years old)
gives Monthly!
November 20, 2014
monthly
donors
Source: Blackbaud
34. Compare expected payments against
actual payments received
Monthly, day after charge date
Recommend monthly payment code for tracking
November 20, 2014
37. Make it easy to find…
menu
V: How to Market your Program
38. V: How to Market your Program
Benefits
Video
Specific
amounts
39. V: How to Market your Program
Make it easy to find…
40. VII: How to Plan for Growth
Integrate in donation page
Specific
amounts
Dare to put
front and
center
41. November 20, 2014
Back end premium
Landing Page with
ask amount (open)
42. Best practice
Rule of thirds
Ask Low
Get High Response
Upgrade later
November 20, 2014
43. Calculate Monthly Ask Amount
Take Avg One time
gift
Use One
Third for
first
Monthly
Ask
•$35 becomes:
•$10, $15, $20, $35, Other $______
•$15 becomes:
•$5, $10, $15, $20, Other $_____
For example
November 20, 2014
57. 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
58. A
November 20, 2014
Strong
teaser
Back-end
premium works
with mission
Clear examples
of how gift helps
Offer EFT and CC
options
66. “The beginning is perhaps
more difficult than anything else,
but keep heart,
it will turn out all right.”
–Vincent van Gogh
November 20, 2014
67. Erica Waasdorp
A Direct Solution
PO Box 757
Marstons Mills, MA 02648 USA
Tel: 508-776-1224
Fax: 270-633-1744
www.adirectsolution.com
erica@adirectsolution.com
@ericawaasdorp
Monthly Donor Calculator bit.ly/T1dSdr
November 20, 2014
