Best Practices in Online Sustained Giving

It takes time, sometimes several years, to build and nurture a healthy garden or farm. Similarly, it takes time to grow and build a sustained giving program. It simply isn’t done overnight and takes dedication and thoughtful planning on your part.© 2011 Convio, Inc.

Why Sustained (Recurring) Giving?■ Based on the comments of the participants in the Growing Philanthropy Summit held in Washington, D.C., in June 2011, Adrian Sargeant and Jen Shang of Indiana University recommend monthly giving as an avenue with the strongest potential for growth in 2012.■ To read more: http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=6890© 2011 Convio, Inc.

83% of calendar year accounts for November and December 57% of total online fundraising account for 43% of total online fundraisingSource: Convio analysis of accounts during 2006 and 2007 © 2011 Convio, Inc.

Just The Facts■ The lifetime value of supporters giving in this way is estimated to be 600-800 percent higher than the cash or annual alternative (McKinnon, 1999)■ Research shows 5-10% would prefer to give monthly than once a year■ Saves on fundraising and ops costs (= more money for the mission)■ Young donors regard monthly giving as more convenient and environmentally friendly© 2011 Convio, Inc.

The Rationale Behind a Campaign■ Convio has found time and again that a 3 part email campaign will increase results by as much as 4x■ Like a good direct mail program, one ask isn’t enough, sending two to three appeals in one campaign is common & effective■ Make sure you carry your theme and message through out the campaign, stay on point■ Personalize the thank you (autoresponder) recurring gifts are long term investments in your mission – recognize it as such© 2011 Convio, Inc.

What Your Money Does This is an example of a monthly giving marketing piece. It indicates what a supporter can do with a recurring gift. The impact is clear and they create a noteworthy correlation between small amounts of money we spend on random daily purchases. Clearly showing how even a small dollar amount can really make a difference is key to a monthly giving program.© 2011 Convio, Inc.

Where to begin?Thought-starter questions:■ Why should your donors make a monthly giving commitment? What is the impact to your mission?■ What tone is appropriate with your supporters?■ Do you have an existing recognition program to promote as part of the online campaign?■ Do you have tangible examples for impact? Be sure to include 3-5 giving levels - $15, $27, $92, $200■ Is your donor culture ready? ▶ Educate your donors on their choices for giving and engaging with your organization© 2011 Convio, Inc.

This is just theIntegrating & Promoting beginning, there are more places and tactics to integrate & promote the campaign.■ Website■ eNewsletter & printed newsletter■ Donation form – is recurring giving an option?■ Acknowledgement letters■ Staff email signatures■ Direct mail remit slips© 2011 Convio, Inc.

Retain & Steward ▶ Provide excellent customer service Honor promises Be prepared to handle renewals, answer questions, cancel gifts, etc. Make sure staff know the program Review transactions - have any failed, are cards expired? Contact the donor to follow up. ▶ Consider milestone acknowledgments (number of gifts, amount of gift, years of giving – relate these to your mission) ▶ Are premiums right for your audience?© 2011 Convio, Inc.

And Don’t Forget To Cultivate■ There’s no reason your recurring donors can’t increase their gifts (if you ask) ▶ They are also some of your best prospects for planning giving ▶ Build a relationship Thank them often and appropriately Send stewardship stories once a quarter to sustaining donors, make them feel special, more importantly show them impact (stories & stats) Meet with them at least once a year to say thank you, get to know them and share mission moments© 2011 Convio, Inc.

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Best Practices in Online Sustained Giving

by Convio on Jan 23, 2012

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Best Practices in Online Sustained Giving — Presentation Transcript