Classy Modernizing Recurring Giving Program Flashcards
What are 3 main ways to modernize your recurring giving program?
- Name it
- Demonstrate your value
- Suggest giving levels
What are things to think about in terms of naming your project?
Don’t just launch a monthly giving program and name it: “Our Nonprofit’s Monthly Giving Program.” That’s likely to fall flat and not engage your intended audience the way you want. Instead, consider giving your program a creative name.
For example, we’ve seen nonprofits like Pencil’s of Promise and BrightPink brand their recurring giving programs with names like “Passport” and “FundHER.” This can help establish brand loyalty among your monthly donors which, in turn, can help foster a strong sense of community for your supporters.
What are things to think about in terms of demonstrating your value?
Why should someone give monthly to your nonprofit? What will they be getting out of this? How will their monthly recurring gift make a strong impact with your work? Answering questions like this can help you and your team clearly define what someone can expect from supporting your recurring giving program.
That value proposition should be clearly spelled out on your fundraising pages in order to grab a prospective donor’s attention and inform them of the impact they can make by making a monthly commitment. You can also go beyond words and offer strong incentives for your program participants, like exclusive membership perks for sustaining a monthly donation over 12 months.
What are things to think about in terms of suggested giving levels?
Give your recurring donors multiple options when it comes time to complete their gift. For example, you could offer $25, $100, $250, and $500 monthly commitment options on your program’s donation page. With each level, you have the opportunity to show your donors just how much of an impact their monthly commitment is going to make for your programs, beneficiaries, or overall mission. Classy’s impact blocks are a great way for you to showcase these different levels in a clear and concise way.
What are the 5 must-haves of a monthly recurring giving program?
- Build brand awareness and loyalty.
- Develop your value statement.
- Dedicate a webpage and donation page.
- Emphasise community and share testimonials
- Suggest giving levels and quantify impact
How can 1. Brand awareness and loyalty be built?
Name the giving program, in line with the wider program.
- What is a value statement? What do nonprofit value statements usually say? Why does this work?
Your value statement tells your donors why they should give monthly. If the default giving method is a one-time gift, your organization needs to be ready to convince donors that monthly giving is a better option. Most organizations offer a (totally legit) rationale that’s some variation of: Monthly giving sustains our mission.
It works because it’s true. With recurring gifts, you can avoid the drastic discrepancies that come with the ebb and flow of a development calendar and instead rely on predictable revenue. Get creative with how you say this and tailor it to your mission.
What are 3 monthly giving incentive ideas?
- Special branded swag
- VIP event invitations
- Exclusive monthly donor communications.
Which should take priority on your website, monthly or one-time giving?
You should dedicate a bit more to monthly, however they have to be side by side - donors should have the option. “Donate” and “Give Monthly” should both be in the navigation bar.
What should be on your benefeitoria page?
Program Name
Value Statements
Member Quotes
Program Statistics (such as: number of monthly donors, from X number of states, average monthly gift, location of donors, list of founding monthly program donors)
[see examples on the 5 must-haves pdf]
What are 4 ways to build community among monthly donors?
- Host events just for monthly donors to meet and mingle. Or, seat all your monthly donors together at your next gala.
- Host webinars or virtual meetups for monthly donors.
- Regularly interview a monthly donor about their commitment to your cause and feature it in a blog or email that gets sent to monthly donors.
- Create a Facebook group just for monthly donors to connect.
Why are testimonials and quotes so compelling? (1ab)
1a. They are essentially storytelling in the shortest of versions.
1b. Individuals are often more easily influenced by stories than by facts and logic.
What are 3 ideas in terms of suggested giving levels?
- Make it clear what each level of giving provides in terms of impact. Make each level meaningful.
- Name the different levels of giving (“bestie”, “champion”etc.)
- Don’t be afraid to start at a higher level - this gives more money
What is a pro tip about giving levels?
Posing a giving level is not a promise that funds will be used in that way, but it helps the donor imagine how their funds can be put to use. If donors would like to make a restricted gift, they should contact the organization directly to discuss it.
What is the most important type of benefit for monthly donors? Why is it so important? What 4 forms can this take?
Because most donors aren’t interested in material rewards for donating, modern nonprofits instead offer
increased access and exclusive news to monthly supporters.
Your monthly donors won’t feel that unique connection with your work if they get the exact same communications as every other donor.
This can come in the form of 1. Quarterly
reports, 2. A newsletter, 3. Impact pictures, or 4. Videos
