George Bernard Shaw Irish playwright, and winner of the Nobel Prize for Literature in 1925 once observed that
“the single biggest problem in communication is the allusion
that it has taken place.”
Why is communication important?
As humans, we need to transfer ideas from one person to
another on a regular basis.
Nonprofit marketing professionals know that meaningful
communication and good stewardship are the basic elements
that induce prosperous donations.
While revenue from one-time gifts tends to be inconsistent throughout the year, monthly recurring donations provide a stable source of income, making it easier for organizations to plan and invest in their programs.
Think about integrating a recurring giving plan into your fundraising calendar.
The first step to increasing monthly gifts is to refine the way you communicate with your donors.
Erica Waasdorp an expert on recurring giving estimates that recurring monthly donors cost 2-5 cents per $1.00 raised. On the other hand, direct mail acquisition can cost as much as $1.15 per $1.00 raised.
Waasdorp’s Monthly Giving: The Sleeping Giant has become a classic resource for creating a recurring giving program.
Here are 5 tips I gathered from her book;
Nurturing a group of monthly donors can do wonders for your nonprofit organization
The revenue will help improve your long-term vision and planning and cut fundraising costs.
With some strategic planning, effective marketing and intentional communication you’ll be well on your way to growing a robust recurring giving program.
Many hold the preconceived notion that marketing is exclusive to the real of for-profit companies and organizations.
Nonprofits are competing for donor interest and need to implement an effective marketing strategy to truly stand out.
In today’s personalized digital age, nonprofit marketing needs to be targeted to have any chance at cutting through the noise and communicating with prospective donors.
If you’d like to learn more about how to make your nonprofit marketing more effective download our resource entitled 10 Questions to Ask Your Marketing Team About Donor Acquisition Strategies.
You can access it here
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