Monthly Giving Predictable Income for Unpredictable Times Lindsay Reene E-Philanthropy Coordinator Alzheimer’s Association...
What Is Monthly Giving? <ul><li>Industry statistics  (fundraising123.org) </li></ul><ul><ul><li>Growth rate of 132% per ye...
Why Online?
Why Monthly Giving? <ul><li>Go Green! </li></ul><ul><ul><li>The end of the Age of Plastic </li></ul></ul><ul><ul><li>Paper...
Why Monthly Giving? <ul><li>Low commitment </li></ul><ul><ul><li>Opportunity to convert hesitant donor </li></ul></ul><ul>...
Why Monthly Giving? <ul><li>ROI </li></ul><ul><ul><li>High retention rate </li></ul></ul><ul><ul><li>Engage  early </li></...
Why Monthly Giving? <ul><li>Appeal to new generation </li></ul><ul><ul><li>Low-dollar donors can still contribute </li></u...
How Does It Work? <ul><li>Donate Online </li></ul><ul><ul><li>Third party database management software </li></ul></ul><ul>...
Does It Work? <ul><li>“ Build it and they will come  </li></ul><ul><li>…  and stay for awhile”   </li></ul><ul><li>(accord...
Does It Work? <ul><li>Where to obtain new subscribers? </li></ul><ul><ul><li>Email after one-time donation or subscription...
Does It Work? <ul><li>Growth practices </li></ul><ul><ul><li>Encourage event signups (year-round participation) </li></ul>...
Does It Work? <ul><li>“ Online monthly donors don’t like to be pigeon-holed as such…  </li></ul><ul><li>On average, 42% of...
How to Get Started… <ul><li>Learn from Others </li></ul><ul><li>Stay Connected (in less than 30 minutes per day) </li></ul...
Learn from Others <ul><li>Key blogs </li></ul><ul><ul><li>Gurus: SocialFish (@MaddieGrant) and Beth Kanter (@kanter) </li>...
Stay Connected  (in less than 30 minutes per day) <ul><li>Social media to learn from leading industry examples </li></ul><...
Check Us Out <ul><li>www.twitter.com/AlzGA </li></ul><ul><li>http://www.facebook.com/pages/Alzheimers-Association-Georgia-...
Credits <ul><ul><li>*Article by Geoff Livingston (and Beth Kanter): “Social Media: A Promising, Untapped Tool for Engaging...
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Monthly Giving Raising Change: Monthly Giving

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Georgia Center for Non-profits, Raising Change Conference, Key Presenter - ePhilanthropy Best Practices, January 2010

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Monthly Giving Raising Change: Monthly Giving

  1. 1. Monthly Giving Predictable Income for Unpredictable Times Lindsay Reene E-Philanthropy Coordinator Alzheimer’s Association, Georgia Chapter
  2. 2. What Is Monthly Giving? <ul><li>Industry statistics (fundraising123.org) </li></ul><ul><ul><li>Growth rate of 132% per year </li></ul></ul><ul><ul><li>“ While there are interesting trends to note in monthly donor management, a standard practice for promoting and managing monthly giving programs” is not yet established. </li></ul></ul><ul><li>Untapped market </li></ul>
  3. 3. Why Online?
  4. 4. Why Monthly Giving? <ul><li>Go Green! </li></ul><ul><ul><li>The end of the Age of Plastic </li></ul></ul><ul><ul><li>Paperless Billing trend </li></ul></ul>
  5. 5. Why Monthly Giving? <ul><li>Low commitment </li></ul><ul><ul><li>Opportunity to convert hesitant donor </li></ul></ul><ul><ul><li>Trial option </li></ul></ul><ul><ul><li>Allows ability to give to more organizations </li></ul></ul><ul><li>Increase points of contact </li></ul><ul><ul><li>12 times per year </li></ul></ul><ul><ul><li>Email content perceived as non-invasive </li></ul></ul>
  6. 6. Why Monthly Giving? <ul><li>ROI </li></ul><ul><ul><li>High retention rate </li></ul></ul><ul><ul><li>Engage early </li></ul></ul><ul><ul><li>Life-long giving potential </li></ul></ul><ul><ul><li>Personal wealth increase (35-50 donor pool HIGH potential) </li></ul></ul>
  7. 7. Why Monthly Giving? <ul><li>Appeal to new generation </li></ul><ul><ul><li>Low-dollar donors can still contribute </li></ul></ul><ul><ul><li>Feedback loop and immediate affirmation </li></ul></ul><ul><ul><li>Budget </li></ul></ul>
  8. 8. How Does It Work? <ul><li>Donate Online </li></ul><ul><ul><li>Third party database management software </li></ul></ul><ul><ul><li>Credit card “effect” </li></ul></ul><ul><li>Monthly Email </li></ul><ul><ul><li>Ongoing program and research developments </li></ul></ul><ul><ul><li>Giving program conveys credibility to adhering to strict budget and maximizing use of funds </li></ul></ul><ul><ul><li>Thank you (not ask) </li></ul></ul><ul><li>Cancel Anytime </li></ul>
  9. 9. Does It Work? <ul><li>“ Build it and they will come </li></ul><ul><li>… and stay for awhile” </li></ul><ul><li>(according to growth and retention rates). </li></ul>
  10. 10. Does It Work? <ul><li>Where to obtain new subscribers? </li></ul><ul><ul><li>Email after one-time donation or subscription </li></ul></ul><ul><ul><li>“ Currently of the organizations that send online monthly giving appeals, 41% strike quickly sending an appeal within eight weeks of an online subscriber’s registration date – some as early as the day of the registrant’s confirmation email.” </li></ul></ul><ul><ul><li>-(Fundraising123.org) </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><li>Our Success? </li></ul>
  11. 11. Does It Work? <ul><li>Growth practices </li></ul><ul><ul><li>Encourage event signups (year-round participation) </li></ul></ul><ul><ul><li>One-person profile </li></ul></ul><ul><ul><ul><li>Craigslist foundation fundraising </li></ul></ul></ul><ul><ul><ul><li>e.g. Emma Carroll </li></ul></ul></ul>
  12. 12. Does It Work? <ul><li>“ Online monthly donors don’t like to be pigeon-holed as such… </li></ul><ul><li>On average, 42% of online monthly donors gave a one-time online gift within the two years before becoming a monthly donor, </li></ul><ul><li>at an average gift rate of $56.” </li></ul><ul><li>- Fundraising123.org </li></ul>
  13. 13. How to Get Started… <ul><li>Learn from Others </li></ul><ul><li>Stay Connected (in less than 30 minutes per day) </li></ul><ul><li>Try It Out! </li></ul>
  14. 14. Learn from Others <ul><li>Key blogs </li></ul><ul><ul><li>Gurus: SocialFish (@MaddieGrant) and Beth Kanter (@kanter) </li></ul></ul><ul><ul><li>Business + NPO: Port and Guidestar </li></ul></ul><ul><ul><li>Online donation models: </li></ul></ul><ul><ul><ul><li>www.alz.org/georgia/in_my_community_15008.asp </li></ul></ul></ul><ul><ul><ul><li>Network for Good: www.fundraising123.org </li></ul></ul></ul>
  15. 15. Stay Connected (in less than 30 minutes per day) <ul><li>Social media to learn from leading industry examples </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><ul><li>Red Cross ( www.twitter.com/redcross ) </li></ul></ul></ul><ul><ul><ul><li>Charity:Water ( www.twitter.com/charitywater ) </li></ul></ul></ul><ul><ul><li>Facebook fan page </li></ul></ul><ul><li>Front yard/back yard </li></ul>
  16. 16. Check Us Out <ul><li>www.twitter.com/AlzGA </li></ul><ul><li>http://www.facebook.com/pages/Alzheimers-Association-Georgia-Chapter/23503764994 </li></ul><ul><li>www.alz.org/georgia </li></ul>
  17. 17. Credits <ul><ul><li>*Article by Geoff Livingston (and Beth Kanter): “Social Media: A Promising, Untapped Tool for Engaging High Dollar Non-Profit Donors” </li></ul></ul><ul><ul><li>Network for Good (Fundraising123.org presentations) </li></ul></ul><ul><ul><ul><li>Online Monthly Giving: A Review of Nonprofit Programs </li></ul></ul></ul><ul><ul><ul><li>The Young and The Generous </li></ul></ul></ul><ul><li>Bloggers: </li></ul><ul><ul><li>Beth Kanter ( www.beth.typepad.com or @kanter) </li></ul></ul><ul><ul><li>Maddie Grant – Socialfish ( www.socialfish.org or @socialfishfood) </li></ul></ul>

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