Fundraising Tip: How to Turn One-Time Donors Into Monthly Givers

The BDPA Education and Technology Foundation currently is supported almost exclusively by one-time donors. We have very few monthly givers. As such, I was very interested in a fundraising tip shared recently by the folks at Network for Good.


Thinking about monthly giving is one of the smartest things you can do as a fundraiser. Network for Good research shows that 30-40% of the donation volume for a nonprofit website is monthly giving, and that would be a great situation to find all nonprofits in -- thanking people every month instead of asking them for donations every few weeks.

How do you do that? How do you turn your annual givers into monthly supporters?

• Make sure your donation form asks what type of gift the donor wants to make ("Do you want to give us a monthly gift?"). Whenever you're asking for money, ask for the monthly pledge, not just a one-time gift.
  
• Revisit the language you're using in your appeals. Frame your ask in such a way that it's a win-win situation-monthly donations for you, convenience and budgeting for your donors. (Read more about the four parts of a great fundraising appeal.)
  
• Package the appeal in an exciting way. For example, some organizations have an ambassador program or a sponsor-a-child every month program. Put a face on that sustainable gift. This way you're creating some tangible tie to the idea of giving every month. Remember: To increase charitable donations, you should appeal to the heart--not the head.
  
• Don't be afraid to ask for a monthly gift of support after someone completes a one-time transaction. It can be ingrained as a nice thank-you message: "Thank you so much for making a one-time gift. This is how you can put your support to work for us each and every month. Would you consider becoming a monthly supporter?" We've seen great success in converting first-time online donors into monthly donors by doing that within the first three days of them making their first online gift.

Think of using this strategy during the holidays when you're experiencing high traffic of one-time gift donations!

Does this tip seem like one that you might use for your local chapter or nonprofit? If not, do you have a fundraising tip that you would like to share with us?

Non-profit Storytelling: 6 Tips for Interviews

By Merritt Engel

Ask any non-profit, and they'll tell you there's nothing better than a personal, heartfelt story to put a face on their cause. Far better than organizational blah-blah or sterile statistics, stories help donors (and future donors) learn an organization's personality. Stories help donors feel engaged in the work - and see the difference they can make in a real person's life. They empower the organization and its supporters to continue on. Messaging Shangri La!

But getting stories (good stories especially) is easier said than done. Here are a few tips we've learned from interviewing hundreds of people who have received help from charitable organizations.

1. Start with the End in Mind - Do your homework. Get the "story behind the story" from the program manager before you ever pick up the phone. Think of the story you want to end up with and backtrack from there to draft your questions.


2. Never Use the Word "Interview" - The word "interview" makes people feel like they're being interrogated by Woodward and Bernstein. It can cause anxiety and stage fright. Instead, ask if you can "chat for a few minutes about the assistance he/she received."


3. Talk Less, Listen More - Use the first minute or so to make the interviewee feel at ease-express your thanks. After that, zip your lips. Closed-ended questions will give you just what you might expect-one-word, dull answers. Ask questions like "what did the help mean to you?" and give people time to think about and respond to the question. Resist the urge to fill dead air as some of the best responses come when the interviewee is given the floor.


4. Veer from the Script - As mentioned in #1, a list of questions is always a good idea. But that said, it's a starting point. Listen closely to the interview, and be ready to jet off in another direction if needed. Use probing questions to get more in-depth answers.


5. Get Approvals - No surprises. That's our motto. After you've drafted the story, give the interviewee a chance to review for accuracy. Most make no changes, but it's better to know any problems before publishing it. Keep a paper trail-you might need it.


6. Be Prepared for Anything (and I mean anything) - Interviewing for non-profits is unique. You're talking to people who were-or are-in crisis. Don't be surprised if you encounter hostility, tears and any other emotions. Listen and be empathetic, but never say, "I know what you're going through." Most importantly, stay calm no matter what's thrown at you.

Source: Merritt Engel is Vice President of Merrigan & Co., a Kansas City-based agency that specializes in messaging for non-profit organizations.
The BDPA Education and Technology Foundation (BETF) seeks volunteers that can help us capture the story of past winners of the Jesse Bemley Scholarship, Bank of America Scholarship for BDPA Students and Eli Lilly Scholarship for BDPA Students. Please contact BETF by email or phone (513.284-4968) if you would like to discuss this volunteer opportunity.