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The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers

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*Watch or download the full webinar (with audio and slides) at: http://bit.ly/c2grail

Want to find a new, stable source of income that also works as a loyalty booster to existing donors?

Three words: SUSTAINED GIVING PROGRAM

This webinar covers everything you want -- and need -- to know about monthly giving.

Starting with the basics, Harvey McKinnon, renowned expert on monthly giving, discusses why to have a monthly giving program and what it means for donor loyalty, along with the fundamental elements of all good monthly programs.

Next, Teva Harrison of the Nature Conservancy of Canada -- which has made a strategic decision to invest in a monthly program -- tells what works for her organization while sharing secrets, tips and best practices on how to find, keep and love these valuable donors.


In this webinar you'll learn:
-What metrics to look for in a monthly program (eg. typical conversion rates, retention rates)
-How to invite them, what to say, how often to say it
-When to use direct mail and when to use the phone to convert and upgrade
-Great examples from an organization with years of expertise in cultivating these valuable donors

Presenters:
-Harvey McKinnon (President, Harvey McKinnon Associates)
-Teva Harrison (Manager of Supporter Development, Nature Conservancy of Canada)
-Ryann Miller (Director of Nonprofit Services, Care2)

Published in: Education, Business
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The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers

  1. 1. The Holy Grail of Monthly Giving:Finding, Keeping and Loving Sustainers Subtitles Presented by: Harvey McKinnon, Harvey McKinnon Associates Teva Harrison, Nature Conservancy of Canada Ryann Miller, Care2
  2. 2. aboutCitizens use Care2 for: Starting or signing petitions Nonprofits use Care2 for: Volunteering Donating $ Recruiting Donors & Supporters Spreading news Commenting on blogs Traffic/Branding/Awareness Starting group (organizing) Joining nonprofits Advocacy Building Facebook fan base
  3. 3. types of giving
  4. 4. 7 great reasons to act 1. increases income 2. better relationships 3. donors stay longer
  5. 5. 7 great reasons to act 4. predictability 5. savings 6. income grows over time 7. convenience
  6. 6. Cindy Williams gives $1000per year to 10 charitiesShe joins two monthlygiving programs at$25 per monthShe has $400 left a case study
  7. 7. monthly giving options How many people give their monthly gifts? Electronic Funds Transfer (EFT) credit cards checks
  8. 8. a few mythsit didn’t worksmall amount of moneyaccess to bank andcredit card infoour donors are too old
  9. 9. audit your program
  10. 10. essential components1. effective processing2. strong communications
  11. 11. essential components3. integrated marketing4. senior management support
  12. 12. recruiting monthly donors
  13. 13. Slide courtesy of James Julien, Public Outreach
  14. 14. Canada’s Vancouvermost Islandendangered Marmotmammal there are only 35 left in the wild case study: small animal charity
  15. 15. Marmot Recovery Foundation
  16. 16. Marmot Recovery Foundationannual average gift $25.38single gift donorsaverage annual $155.40gift monthliesratio 6.12
  17. 17. monthly giving revenueshould increase annually
  18. 18. long term value of just50 new monthly donors
  19. 19. Nature Conservancy of Canada
  20. 20. a changing landscape
  21. 21. the promise of monthly giving
  22. 22. the impact of ourinvestment 60% increase in 3 years 8,500 donors $2 million per year ~$235/yr per donor
  23. 23. diversifiedinvestmentstreammove between channelscapitalize on good resultsreach a diverse audience
  24. 24. finding monthlydonors direct mail telemarketing direct response television street canvassers online lead generation
  25. 25. loving your donors
  26. 26. - thank you calls- welcome kits- ask and listen- one receipt a year- gift amount is donor’s choice- no trades- personalized email- newsletter, 3 times a year- special newsletter inserts- only selectively solicit- thank you video- hyper-personalized letters
  27. 27. increasing thecommitment upgrade invitations mail, telephone & email 8% upgrade annually lifetime value is key
  28. 28. building a naturallegacy
  29. 29. thank you! questions? contact us! Harvey McKinnon harvey@harveymckinnon.com @harveymckinnon Teva Harrison teva.harrison@natureconservancy.ca @robotpilot Ryann Miller ryannm@care2team.com @care2team

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