Five Reasons Why Every Nonprofit Needs a Sustained Giving Program
Sustained giving. Recurring giving. Monthly giving. It doesn’t matter what you call it. What does matter, though, is making it an integral part of your fundraising mix.
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Sustained giving. Recurring giving. Monthly giving. It doesn’t matter what you call it. What does matter, though, is making it an integral part of your fundraising mix.
Online fundraising research suggests that if you move an online acquired donor to on offline channel (i.e. direct mail) you’ll increase the lifetime value of that donor from $128 dollars to $197 dollars – An increase that any nonprofit organization would love to see. The catch is that only 32% of online acquired donors make the switch. Not encouraging. Which leads me to the number one reason you need a recurring giving program.
You’d probably agree that, along with looking to increase the lifetime value of donors, many nonprofits (possibly yours) are striving to do more with less while also looking for new ways to secure consistent funding. All things recurring giving can help with.
Recently, some colleagues and I started an email exchange about best practices for monthly giving. The question was whether or not, on a recurring donation form, to ask the user to determine the duration of their gift.
