Recurring Donation Campaign


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On Wednesday, April 20, 2011, GlobalGiving hosted a training about the upcoming Recurring Donation Campaign. We discussed the terms of the campaign and strategies for mobilizing donors.

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  • After this slide, demonstrate a recurring donation on a GG project
  • It might be useful to point out that, on average, GG donors who sign up for recurring donations don’t cancel them for up to 7 months
  • Remind PLs that we are doing this in response to their request to help them attract recurring donors
  • Recurring Donation Campaign

    1. 1. Ready, set, fundraise! GlobalGiving’s Recurring Donation Campaign: May 2 - 20 Homeless World Cup Foundation
    2. 2. <ul><li>Recurring donations on GlobalGiving </li></ul><ul><li>Fundraising peace of mind </li></ul><ul><li>Recurring Donation Campaign </li></ul><ul><li>Terms and Conditions </li></ul><ul><li>Messaging to attract donors </li></ul><ul><li>Methods of mobilizing donors </li></ul><ul><li>Your questions </li></ul>Agenda
    3. 3. What is a recurring donation? <ul><li>A recurring donation is a donation that is given to your project by the same donor each month for the same amount . </li></ul><ul><li>GlobalGiving makes it easy for donors to sign up for recurring monthly donations through your project page. </li></ul>
    4. 4. <ul><li>Consistent and reliable source of income </li></ul><ul><li>Long-term financial planning </li></ul><ul><li>Hassle free for you and the donor! </li></ul><ul><li> </li></ul>Fundraising Peace of Mind
    5. 5. Recurring Donation Campaign <ul><li>May 2,12:01 am EDT – May 20, 11:59 pm EDT </li></ul><ul><li>Bonus Prizes </li></ul><ul><ul><li>The top 20 projects with most donors $500 bonus . </li></ul></ul><ul><ul><li>Top with most donors gets an additional $1000 ( $1500 total! ) </li></ul></ul><ul><ul><li>Top with highest donation amount gets an additional $1,000 . </li></ul></ul><ul><li>Projects must have at least 10 new unique recurring donors to be eligible for bonus awards. </li></ul>
    6. 6. Terms and Conditions <ul><li>Only new recurring donations made during the campaign are counted . </li></ul><ul><li>Projects participating in the campaign must be live on by Friday, April 29 th . </li></ul><ul><li>Online donations only will be included in this campaign - we can’t predict what checks your project will receive each month  </li></ul><ul><li>Recurring donations must be made through (sorry - no corporate sites or UK sites) </li></ul>
    7. 7. Terms and Conditions <ul><li>Who gets the bonus prizes ? </li></ul><ul><ul><li>A unique recurring donation is a recurring donation made by one specific individual </li></ul></ul><ul><ul><li>Final awards sent to organizations with the August disbursement . </li></ul></ul><ul><ul><li>Recurring donations must still be active when the award disbursements are made in August (don’t worry – the average recurring donor continues to give for at least 7 months!) </li></ul></ul><ul><li>Full terms and conditions: </li></ul>
    8. 8. How is this campaign different? <ul><li>Target audience? (Mainly existing donors!) </li></ul><ul><li>Requires a bit more work on behalf of donors. (Make it as easy as possible!) </li></ul><ul><li>Stress the added value of recurring donations made during this campaign. ($12,000 in bonuses!) </li></ul><ul><li>Bigger commitment – bigger thank you? (Special recognition for recurring donors?) </li></ul>
    9. 9. I understand, but how do I get recurring donors? <ul><li>Communicate! </li></ul><ul><ul><li>Make sure donors know the value of recurring donations , including the importance of a predictable stream of income ($20/month vs. $240/year). </li></ul></ul><ul><ul><li>What can your organization do with these funds each month ? Connect the donation with your work on the ground (e.g. $40/month covers a teacher’s salary in Liberia) </li></ul></ul><ul><ul><li>Communicate your goals with your donors (e.g. pay 10 teachers’ salaries through this campaign) </li></ul></ul>
    10. 10. Make it Easy! <ul><ul><li>Include clear instructions on how to make a recurring donation in all your emails </li></ul></ul><ul><ul><li>Share screen steps or screenshot with your donors to make it easy to sign up: </li></ul></ul><ul><ul><li>Hold a fundraising event with a laptop where you can help people make their recurring donations </li></ul></ul>
    11. 11. As always… <ul><li>Include photos and stories </li></ul><ul><li>in your messaging </li></ul><ul><li>Use the deadline to create a sense </li></ul><ul><li>of urgency </li></ul><ul><li>Remind donors of your threshold </li></ul><ul><li>Send personal notes to close donors </li></ul><ul><li>Follow up with reminder emails throughout the campaign </li></ul>Lotus Outreach
    12. 12. Questions? Colegio Miguel Angel Asturias