The Nonprofit Academy PRESENTS!

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1 The Nonprofit Academy PRESENTS! PRESENTS HOW TO TURN SMALL DONORS INTO MONTHLY DONORS TO GENERATE REVENUE FOR YOUR NONPROFIT with Erica Waasdorp #npapresents You can have virtually anything you want if you re willing to hear NO often enough! -Richard Fenton & Andrea Waltz

2 GoToWebinar Attendee Using Housekeeping the Control Panel 1. The orange arrow opens & hides your control panel 2. To listen, join the audio Choose Mic & Speakers to join through your computer Choose Telephone to dial in using the information provided 3. Ask questions via the Questions panel or by tweeting with the hashtag #npapresents The recording of this session should be available in the Online Vault a few hours after this session is over. You can have virtually anything you want if you re willing to hear NO often enough! -Richard Fenton & Andrea Waltz

3 The Nonprofit Academy PRESENTS! PRESENTS HOW TO TURN SMALL DONORS INTO MONTHLY DONORS TO GENERATE ONGOING REVENUE FOR YOUR NONPROFIT with Erica Waasdorp #npapresents You can have virtually anything you want if you re willing to hear NO often enough! -Richard Fenton & Andrea Waltz

4 What We Will Cover Today I. Donor Retention II. Who and what are monthly donors III. How to organize the basics IV. How to market your program V. Presenting results VI. 5 reasons why you should start a program

6 Who are monthly donors? monthly donor monthly donor monthly donor monthly donor monthly donors monthly donor

7 What are monthly donors? Small Committed Automatic Provide regular income

8 Why are they important? Source: 2014 AFP Fundraising Effectiveness Study

9 Retention Rates jump!! Source: DonorPerfect Study users

10 They will give a lot more money! Current Gifts Monthly Gifts (annual) First year Cume 100 $35 $0 $3, $35 $120 $15,500

11 You bring your donors up the pyramid

12 How to organize the basics 1. Commit and make someone accountable 2. Name your program 3. Set up payment types 4. Set up back-office process 5. Set ask amount

13 One person must own the program! Web site Online Donors Marketing YOU Donor base Programs Donor services Accounting Fundraising

14 Name your program Brainstorm Use in sentence Test it Choose Move on

15 Some ideas Circle Friends Sustainers Partners Advocates Guardians Champions Hopebuilders Innkeepers

16 Payment types Credit card/debit card Bank draft Offer both!

17 Add recurring to your one time donation form

18 Always add make it monthly or recurring

19 Create recurring only page

20 Set your ask levels $5? $16? $10? $29?

21 Start with your annual gift Use 1/3 Ask LOW

22 Ask Low

23 Be specific Just $8 a month (that s $0.25 a day), will help.

24 $23 a month = $276 a year! Source: 2015 M+R Strategic Benchmarks

25 Things to do before you launch Have everything ready to go! Auto-responder Thank you Thank you letter Certificate Back-end premium Special recognition Tax letter Regular updates Promises

26 Recognition

27 Organize landing page and promises

28 Auto-responder, thank you

29 Special thank yous Demonstrate gift impact Thank you

30 Tax information

31 Bank draft information 1. Check for first payment (recommend) 2. Voided check 3. Online

32 How to prevent failed payments (monthly donor drop outs)

33 Good word Clear reason Image, clear link to renewal page

34 Involve everyone Join first Ask staff and board to join Ask volunteers to join Make sure everybody knows about the program

35 Develop reports and annualize Monthly Donors Source # of monthly donors acquired Average gift Average Yearly Gift First year Customer Totals 170 $10 $120 $20,400

36 How to market your Monthly Giving Program 1. Online 2. Direct mail

38 In 2014, Monthly Online grew by 32%! Source: 2015 M+R Strategic, Benchmarks

39 Add link from home page!

40 Link from donate button Put Monthly first Specific amounts

41 Benefits Video Specific amounts

43 Put front and center

44 Integrate in donation form Put Monthly first

45 Put it on home page!

46 Add incentive only if needed

47 No-incentive option

48 Web ads

49 Start social sharing

50 Add challenge and deadline Clear goal of 600 NO gift Deadline = Urgency # left to generate Specific amounts

51 Organize special segment in database Thank yous Ongoing recognition Special action if dropped out Upgrades Additional appeals Special invitations

52 When can you ask donors to join? Any time! All the time! Occasionally You choose how fast you d like to grow!

53 Inserts in welcome and thank yous work!

54 Welcome Impact of gift Monthly Ask for preferences

55 Example welcome message in letter Thank you so much for your gift of xx$mrgxx to [name of organization]! [Focus on why the gift is important for you and the impact it s making on the people/animals/mission you serve]. That s why I d like to invite you to join a privileged group of special supporters, called [name of program]. [Focus on benefits and ease of program for donor]

56 Use donor testimonials

57 Add option on back of form

59 Do special appeal Target Target Recency Frequency Monetary Value Credit card donors Check donors Typically $5+, 2 gifts or more a year

60 Select your donors Select these first

61 Focus areas in appeal

62 Keep communicating! Keep them in your annual fund appeals except if they don t want to Segment them Include in thank you calls! Personalize where you can

65 Calculate your potential

66 5 Reasons to start a monthly giving program 1. You ll retain more donors 2. You ll raise more money 3. You ll know you ll have the cash flow to plan your programs 4. You ll give the donors the convenience they ll love 5. It s become a lot easier to start! Just activate the systems you have and start asking!

67 Free Resources

68 "It is always the start that requires the greatest effort. - James Cash (J.C.) Penney: American businessman

69 For follow up questions, contact Erica Erica Waasdorp A Direct Solution Tel: Resouces, Blog and Monthly Giving Help Line

70 PRESENTS #npapresents You can have virtually anything you want if you re willing to hear NO often enough! -Richard Fenton & Andrea Waltz

How to Start Your Monthly Giving Program and Turn Your Donors into Monthly Givers - A Step-By-Step Guide

** The webinar will start at 2 minutes after the hour ** How to Start Your Monthly Giving Program and Turn Your Donors into Monthly Givers - A Step-By-Step Guide Presenter: Erica Waasdorp The slides and