Before you start a monthly giving program, ask yourself these questions and jot down your response to get an overview of what you know and don’t know about your plans for a Monthly Donor Program.
- Is the maximization of long-term income one of your organizational goals?
- What methods will you use to recruit monthly donors? Mail, phone, telephone, door to door, volunteers, special events?
- Are you going to give individuals a choice of making a single gift in addition to a monthly commitment?
- What is your marketing proposition? What do you offer a prospect?
- What list segments of your donor file will you approach to invite to join your club?
- Is there a staff person or dedicated volunteer who can devote time to this program?
- Do you have the ability to manage a pledge program with your current software, or can you afford software that integrates pledge information?
- Do you have a commitment to continue the program once it is started?
- Do you have a compelling reason for people to join a monthly program?
- Do you have committed donors who would join a program given the opportunity?
- Have you considered other methods to build a program in addition to direct mail and telemarketing?
- Do you have the staff to create and direct the program, or do you need outside assistance? What are the costs if you need outside help?
- Will you offer monthly reminders? If so, will you do it in-house?
- Will you offer credit cards as a payment option?
- Will you offer pre-authorized chequing or electronic funds transfer?
- What benefits will you give to donors?
- Is there organizational support for the program?
- What overall resources do you have to devote to the program – financial, technical and human?
- Do similar organizations have monthly giving clubs? Have you researched their programs and promotions?
- Have you done a survey of your supporters that would help you tailor a monthly giving proposition attractive to them?
Your responses to these questions will give you a sense of how much planning you will need to initiate a program. Remember, however, even without being completely ready, you can start a program and increase your income and long-term stability.
Harvey McKinnon & Associates specializes in direct mail, monthly giving programs, and fundraising audits. For more information, contact Harvey McKinnon, 218-2211 West 4th Ave, Vancouver, BC V6K 4S2. Telephone (604) 732-4351. Fax (604) 732-4877. eMail info@harveymckinnon.com. Visit: www.harveymckinnon.com.
