List Vision: Three Fundraising Tactics to Increase Monthly Giving
Garnering monthly donations for your cause can be a more cost-effective proposition if you piggyback this ask onto your current single-gift efforts. Steve Froehlich, director of direct marketing at the ASPCA, a New York-based nonprofit that supports the humane treatment of animals through education, legislation and healing/adoption programs, offered attendees of last week’s List Vision event the following monthly giving program insights from tests conducted by the ASPCA.
Insight #1. The inclusion of a monthly giving option on response devices in acquisition efforts has generated response between 8 percent and 12 percent, and helped build up the ASPCA’s sustainer file.
Insight #2: When incorporating a monthly giving option into efforts, be careful how and where you talk it up in your campaign copy. Froehlich noted that testing language about monthly giving in the letter’s P.S. worked better than including lots of text on the subject in the body of the letter—which suppressed response in some instances.
Insight #3: Watch your numbers like a hawk when testing a monthly giving-option on house mailings, especially when promoting to your $100-plus level and multidonors; you don’t want to jeopardize lifetime value by inadvertently moving these groups to a lower-value monthly gift.