- Fri, September 05 2008
- Filed under: Fundraising essentials
At one of Network for Good’s recent Nonprofit 911 calls, Alia McKee of Sea Change Strategies and I were asked, how do you convert one-time donors to habitual givers. Thanks Alia for helping me answer this one!
Here’s what we said:
•Make sure your donation form asks what type of gift the donor wants to make (“Do you want to give us a monthly gift?”). Whenever you’re asking for money, ask for the monthly pledge, not just a one-time gift.
•Revisit the language you’re using in your appeals. Frame your ask in such a way that it’s a win-win situation—monthly donations for you, convenience and budgeting for your donors.
•Package the appeal in an exciting way. For example, some organizations have an ambassador program or a sponsor-a-child every month program. Put a face on that sustainable gift. This way you’re creating some tangible tie to the idea of giving every month.
•Don’t be afraid to ask for a monthly gift of support after someone completes a one-time transaction. It can be ingrained as a nice thank-you message: “Thank you so much for making a one-time gift. This is how you can put your support to work for us each and every month. Would you consider becoming a monthly supporter?” We’ve seen great success in converting first-time online donors into monthly donors by doing that within the first three days of them making their first online gift.