Keepin' It Real – Helpful Hints to Keep Your Monthly Giving Program Thriving
As we have talked about for the past several weeks, the value of a robust, coordinated monthly giving program cannot be overstated. If you missed these articles, or want a refresher, you can take a peek here, here and here. And if you have been following along, you know that while the benefits of a strong monthly giving program are numerous, so too is the specific nuance required to enable said strong program.
To sum that all up, here’s a quick snap shot of “must do’s” when it comes to your monthly giving program, and those things that may fall better in the “don’t” column.
The Importance of Backend Process. As we have talked about before, the importance of thorough backend processes when it comes to a monthly giving program cannot be overstated. And one way to ensure the accuracy of these processes is to test the systems (and then test them again, and again). It never fails, no matter the size or complexity of the program/organization, there are likely parts of these systems that are not functioning as intended so continuing to test, enhance and improve these as your program grows is critical.
Attribution. We know, we know. The ‘a’ word is enough to strike fear in the hearts of fundraisers far and wide. But the truth is, the better we understand how and why donors responded to specific offers, the more targeted and data driven future strategies can be. Undoubtedly, attribution is not a ‘check-done’ initiative, but rather an ongoing process that will evolve as your channel mix and strategic approach becomes more dynamic.
Holistic Strategy & Planning. In today’s complex world, donors do not engage with organizations in just one way, and it is essential that we create strategies that are thoughtful and intentional across channel platforms. Investing time to plan and create silo-free strategies, that ‘show donors you know them’ on an ongoing basis, is essential to the program’s success and the long-term retention of your donors – especially when it comes to ongoing communication with your monthly donors. It is important to recognize that sustainers are some of your organization’s most valuable donors and they warrant ongoing cultivation and stewardship.
Diversify Channel Mix. Last, but certainly not least, diversifying your channel mix is so important for monthly giving programs. We witnessed a prime example as to why this is so important over the last year. Organizations who had a diversified channel portfolios were able to nimbly reallocate investment from channels like canvassing, to other established, and more viable (because of the environment) channels like DRTV or digital.
Monthly giving programs, like other fundraising programs, require an intentional approach, focused on the details with the ultimate goal of creating a superior donor experience. And while these nuances can be overwhelming, the efforts taken in this area will pay dividends for your program in the future. Happy fundraising!
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