All posts by Eliza Slone



4 Reasons Your Nonprofit Needs a Monthly Giving Program

At the DMA Washington Nonprofit Conference earlier this month, I got the chance to speak about one of our favorite things – monthly giving.

Yet from some corners, I still heard this:

How did you convince your [board / boss / staff ] to invest in monthly giving?

For sure, monthly giving isn’t always easy. It takes an additional investment of time to implement a monthly giving program, to ensure gifts are processed correctly, to report on and fully understand your program metrics. But despite the challenges, your organization can’t afford to ignore it. Here’s why …

1. This is the donor climate we’re all working in …


Source: Target Analytics donorCentrics™ Index of National Fundraising Performance.

For years now, the universe of donors has been shrinking, and the number of new donors has been declining even faster. Although this trend was certainly not improved by the recent recession, declines in donor numbers began as early as 2005 and there’s no strong evidence that we’ll soon see a dramatic turnaround in this trend.

2. At the same time, we’re seeing more and more donors acquired online. While there are some benefits to online donors – they’re often younger, richer and give bigger gifts – donors acquired online are harder to retain, even controlling for age and income level.


Source: 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report

Together, the picture that emerges is that it is harder than ever to get new donors … and harder than ever to hold on to those new donors.

As development professionals, our mandate is two-fold: to do whatever we can to retain donors, and focus on upgrading donors to higher levels of support, so that as we’re spending more on those ever-harder-to-acquire donors, we can be sure that our investment will pay off.

And this is exactly where monthly giving can help.

3. Monthly giving improves retention. Although rates vary by organization, retention for one-time donors is around 41%. In contrast, retention of monthly givers is 70% to 80%. Acquire a prospect as a monthly donor, or convert a new donor to a monthly donor, and you’ve immediately improved your long-term expectations.

4. Monthly giving will upgrade donors.  Consider the following example …

One-Time / Monthly Comparison

We’d all be thrilled to have the donor on the left on our file; she’s a dedicated supporter who makes nice gifts several times a year. Yet by accepting a far smaller monthly contribution, we can increase this donor’s value by $85 annually – a more than 48% increase.

So next time someone asks if you think your organization can afford to do monthly giving, ask the opposite – can you afford NOT to?

Stay tuned! Over the next couple of weeks, we’ll be sharing the seven steps your organization needs to consider to start – or improve – your monthly giving program. Many thanks once again to Matthew Rojas of Lambda Legal and Sanaya Kaufman of Friends of the High Line who joined me to talk about monthly giving at the 2013 Washington Nonprofit Conference and so generously shared their time and expertise!




Fall Fundraising Don’ts


If you’re on track with your year end calendar, it probably feels like November at your office – which means you are BUSY!

Here’s a quick list of common fundraising pitfalls to avoid in order to create stellar year end campaigns.

  1. Don’t focus an appeal on your organization’s anniversary, or your founder’s birthday. Talk about your mission, the people you help, and the people who make your work possible.
  2. Don’t be all me, me, me (or us, us, us). Your appeals should be about what your donor has accomplished and will accomplish with her support.
  3. Don’t write a one-page letter because your boss says she doesn’t read long letters. Don’t be afraid of a four-page letter (or longer, if you need it).
  4. Don’t write for yourself … or your Board.
  5. Don’t write by committee.
  6. Don’t say “Dear Friend” if you don’t have to.
  7. Don’t have dual signers (in most cases). Do have a consistent voice.
  8. Don’t ask again before saying “Thank you” for a previous gift. Remember that a receipt is not an acknowledgment.
  9. Don’t spend a lot on full color, fancy design or special printing. Do invest in elements likely to lift response, like more personalization and first class postage for your best donors.
  10. Don’t forget who your best donors are. Your current donors are your best ones – not your prospects. The donor who just gave to you is most likely to give again. Focus your resources here.
  11. Don’t be intimidated by writing your appeals. After all, it’s the thing you love – talking about the great work you’re doing to the people who already understand and support you.
  12. Don’t send your appeals late. Late appeals affect response. Remember, 90% perfect, 100% on time.
  13. Don’t sacrifice your fundraising to your brand. Your brand is about you. Fundraising is about your donors.
  14. Don’t worry about things that are not response-affecting. (You have enough to worry about already!)