Monthly giving grows retention and life-time value

Declining retention rates made this donor organization take a serious look at its overall fundraising strategies. We found it did not yet have a monthly giving program in place to grow loyal donors and their life-time value.

We developed a monthly giving program, including a special logo and name and a number of different appeals and elements, such as inserts in donor mailings and thank-you letters. We worked with the organization to set up the systems for Electronic Funds Transfer (EFT) and monthly credit card deductions. We helped them develop reports and donor services materials.

The organization takes it a step at a time with minimal initial investment. The number of monthly givers is growing slowly but surely. Telemarketing was just introduced as follow-up to a direct mail appeal and was very successful. Next steps will include lapsed and upgrade mailings for existing monthly givers. Monthly gifts were typically $15 a month or $180 a year, compared to $30 annually for single donors. Life-time value and retention all in one monthly giving approach.