MONTHLY GIVING
Copyright Harvey McKinnon Associates 2013
What’s a Monthly Donor?
• Someone who agrees to give every month via small gifts transferred
straight from their bank acco...
What’s a Monthly Donor?
The two most important reasons to recruit monthly donors:
1. About 3-4 times the value of a Single...
Greenpeace
#

Annual value

Average
Annual
value

Number of single gift
donors

190,000

$3,500,000

$ 18

Number of month...
HAVE MADE A MONTHLY DONATION IN LAST 2 YEARS

Copyright Harvey McKinnon Associates 2013
CURRENTLY ACTIVE IN A MONTHLY GIVING PROGRAM

Copyright Harvey McKinnon Associates 2013
What can we do?
• Still room to grow:
• 20% of Canadians say they give monthly
• 18% of Americans
• 36% in the UK

• Targe...
Copyright Harvey McKinnon Associates 2013
Monthly Donor recruitment channels –
what do donors prefer?

Copyright Harvey McKinnon Associates 2013
Copyright Harvey McKinnon Associates 2013
Copyright Harvey McKinnon Associates 2013
Copyright Harvey McKinnon Associates 2013
What’s okay?
Generally acceptable to all donors:
A friend approaching you about a cause or a charity
A friend’s child or...
What’s not okay?
Not popular:
X DM and email from an unfamiliar cause
X Telemarketing and robotic calls
X Text or SMS soli...
What can we do?
• How can we use friends and family more creatively?
• As channels?
• As askers in existing channels?
• In...
PUBLIC RECOGNITION FOR DONATION

Boomers
0%

Mature
2%

Copyright Harvey McKinnon Associates 2013
Copyright Harvey McKinnon Associates 2013
What data do we have on donor behaviour?

Copyright Harvey McKinnon Associates 2013
First, a word on retention ….
# Monthly
Donors

Net Cost
per Donor

Total Net
cost

Gross Year
One
Income at
$15/mo

Profi...
Case study
Direct Mail acquired

TM acquired*

Online acquired

% of donors whose first gift was
Monthly

5.70%

43 %

8.3...
Case study
Direct Mail acquired

TM acquired*

Online acquired

% of donors whose first gift was
Monthly

5.70%

43 %

8.3...
Conversion channel

35%
63%
Conversion channel

35%
63%

Copyright Harvey McKinnon Associates 2013
Conversion channel

Copyright Harvey McKinnon Associates 2013
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Monthly Giving and The Next Generation of Giving

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Monthly Giving and the Next Generation of Giving
Lynne Boardman, Managing Director, Harvey McKinnon Associates, lead us through the data on how different generations of donors engage differently with monthly giving and what you can do to ensure success with your monthly giving program.

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Monthly Giving and The Next Generation of Giving

  1. 1. MONTHLY GIVING Copyright Harvey McKinnon Associates 2013
  2. 2. What’s a Monthly Donor? • Someone who agrees to give every month via small gifts transferred straight from their bank account or credit card • Benefits Include: Who are they? • • • • • Donor longevity (10-12 years) Predictable revenue Lower costs Income growth over time Convenience - Single Gift Donors, converted by phone or mail or online - Recruited straight to monthly via site or street fundraisers or TV, or mail Copyright Harvey McKinnon Associates 2013
  3. 3. What’s a Monthly Donor? The two most important reasons to recruit monthly donors: 1. About 3-4 times the value of a Single Gift Donor 2. Fantastic source of charitable bequests (gifts to a charity in donors’ will) Copyright Harvey McKinnon Associates 2013
  4. 4. Greenpeace # Annual value Average Annual value Number of single gift donors 190,000 $3,500,000 $ 18 Number of monthly donors 52,500 $6,000,000 $ 114 63% of income comes from monthlies Copyright Harvey McKinnon Associates 2013
  5. 5. HAVE MADE A MONTHLY DONATION IN LAST 2 YEARS Copyright Harvey McKinnon Associates 2013
  6. 6. CURRENTLY ACTIVE IN A MONTHLY GIVING PROGRAM Copyright Harvey McKinnon Associates 2013
  7. 7. What can we do? • Still room to grow: • 20% of Canadians say they give monthly • 18% of Americans • 36% in the UK • Target Boomers and Civics for higher retention • Work to do to embed monthly giving deeper in our culture of philanthropy Copyright Harvey McKinnon Associates 2013
  8. 8. Copyright Harvey McKinnon Associates 2013
  9. 9. Monthly Donor recruitment channels – what do donors prefer? Copyright Harvey McKinnon Associates 2013
  10. 10. Copyright Harvey McKinnon Associates 2013
  11. 11. Copyright Harvey McKinnon Associates 2013
  12. 12. Copyright Harvey McKinnon Associates 2013
  13. 13. What’s okay? Generally acceptable to all donors: A friend approaching you about a cause or a charity A friend’s child or grandchild approaching you A direct mail appeal from a charity you know personally An email from a charity you know personally TV, radio ads check-out “add a donation” option Copyright Harvey McKinnon Associates 2013
  14. 14. What’s not okay? Not popular: X DM and email from an unfamiliar cause X Telemarketing and robotic calls X Text or SMS solicitations unacceptable to most generations, even if the donor has subscribed to get text updates X Street and door-to-door disliked across all generations. REALLY disliked by Boomers and Civics Copyright Harvey McKinnon Associates 2013
  15. 15. What can we do? • How can we use friends and family more creatively? • As channels? • As askers in existing channels? • Indspire example • How can we make our charity familiar before we ask? • How can we age profile our donors to keep them out of ‘highly unacceptable’ methods of fundraising? Copyright Harvey McKinnon Associates 2013
  16. 16. PUBLIC RECOGNITION FOR DONATION Boomers 0% Mature 2% Copyright Harvey McKinnon Associates 2013
  17. 17. Copyright Harvey McKinnon Associates 2013
  18. 18. What data do we have on donor behaviour? Copyright Harvey McKinnon Associates 2013
  19. 19. First, a word on retention …. # Monthly Donors Net Cost per Donor Total Net cost Gross Year One Income at $15/mo Profit or Loss at the end of Year 1 Attrition Rate over Year 1 # donors going into Year 2 Annual value of remaining Profit or Loss at end of Year 2 donors 1,000 $250 $250,000 $180,000 ($70,000) 24% 760 $136,800 $66,800 1,000 $250 $250,000 $180,000 ($70,000) 50% 500 $90,000 $20,000 1,000 $250 $250,000 $180,000 ($70,000) 70% 300 $54,000 $(16,000)
  20. 20. Case study Direct Mail acquired TM acquired* Online acquired % of donors whose first gift was Monthly 5.70% 43 % 8.30% % of donors whose 1st gift was OTG but converted to Monthly later 9.80% 15.50% 11.70% Copyright Harvey McKinnon Associates 2013
  21. 21. Case study Direct Mail acquired TM acquired* Online acquired % of donors whose first gift was Monthly 5.70% 43 % 8.30% % of donors whose 1st gift was OTG but converted to Monthly later 9.80% 15.50% 11.70% Number of monthly donors currently 2,428 842 102 Value of monthly gifts over last 7 years $7.5 million $1.2 million $675,000 Copyright Harvey McKinnon Associates 2013
  22. 22. Conversion channel 35% 63%
  23. 23. Conversion channel 35% 63% Copyright Harvey McKinnon Associates 2013
  24. 24. Conversion channel Copyright Harvey McKinnon Associates 2013

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