1 / 32

Building a Successful Monthly Giving Program

Building a Successful Monthly Giving Program. Co-Presented by: Harvey McKinnon , President, Harvey McKinnon Associates & Rosemary Oliver , Resource Development Director, Amnesty International Canada AFP Congress Wednesday, November 15, 2006. Part 1: Building Your Program.

chancellor
Download Presentation

Building a Successful Monthly Giving Program

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Building a Successful Monthly Giving Program Co-Presented by: Harvey McKinnon, President, Harvey McKinnon Associates & Rosemary Oliver, Resource Development Director, Amnesty International Canada AFP Congress Wednesday, November 15, 2006

  2. Part 1: Building Your Program Presented by Harvey McKinnon Agenda • Types of giving • 7 Great reasons to act • 7 Myths • 7 Essential components • 7 Ways to recruit monthly donors • Raising more money from monthly donors Part 1 Handouts

  3. Types of Giving 1. ___________ 2. ___________ 3. ___________ Part 1 Handouts

  4. 7 Great Reasons to Act • _______________ • _______________ • 3. _______________ Part 1 Handouts

  5. 7 Great Reasons to Act 4. ___________________ 5. ___________________ 6. ___________________ 7. ___________________ Part 1 Handouts

  6. A Case Study • Cindy Williams gives $1000 per year to 10 charities (or $100 each) • She joins two monthly giving programs for $25 per month ($600 per year) • She has $400 for her other nonprofits Part 1 Handouts

  7. Monthly Giving Options • How do people give their monthly gifts? • 1. _______________ • 2. _______________ • 3. _______________ Part 1 Handouts

  8. 7 Myths • It didn’t _________ • Too much ________ • Small amount of _______ • Access to ______________ Part 1 Handouts

  9. 7 Myths • We don’t know ____________ • Our donors are ____________ • Our donors aren’t __________ Part 1 Handouts

  10. 7 Essential Components 1. A donor _____ Part 1 Handouts

  11. 7 Essential Components 2. An appealing ________ Part 1 Handouts

  12. Assess Your Appeal • Your competition • Your skills to implement or expand a program • Can you communicate effectively? Part 1 Handouts

  13. Causes That Benefit the Most Part 1 Handouts

  14. How Much to Ask For? • Fixed amount $23/month or fixed array _______________ • Relate “ask” to their last gift _______________ • Relate “ask” to cumulative annual giving _______________ Part 1 Handouts

  15. How Much to Ask For? Can you tie a monthly amount to something specific? $31 a month will ____________ $25 a month will ____________ $10 a month will ____________ Part 1 Handouts

  16. 7 Essential Components • A focus on thanking and answering donor concerns 4. An effective processing system Part 1 Handouts

  17. 7 Essential Components 5.Donor research / analysis 6. An integrated marketing strategy 7. An ability to communicate your message Part 1 Handouts

  18. 7 Ways to Recruit Monthly Donors • Direct Mail Part 1 Handouts

  19. Princess Margaret Hospital Mother’s Day Rose Appeal Part 1 Handouts

  20. 7 Ways to Recruit Monthly Donors 2. _______ 3. _______ 4. _______ Part 1 Handouts

  21. 7 Ways to Recruit Monthly Donors • ____________ • ____________ • ____________ Part 1 Handouts

  22. Community Hospital Foundation Brochure Part 1 Handouts

  23. Slide courtesy of Mike Johnston, HJC New Media Survey of Online Monthly Donors What is your preferred method of making a donation? Over the Internet ___% ___ Mail ___% ___ Other (automatic debit) ___% ___ In person ___% ___ Telephone ___% ___ Part 1 Handouts

  24. Paid Acquisition Part 1 Handouts

  25. What Do Donors Get? • Recognition • Premiums Part 1 Handouts

  26. Case Study – Small Animal Charity Vancouver Island Marmot Part 1 Handouts

  27. Marmot Recovery Foundation Part 1 Handouts

  28. Marmot Recovery Foundation Part 1 Handouts

  29. Case Study – Environmental Cause Part 1 Handouts

  30. Greenpeace Part 1 Handouts

  31. Greenpeace Annual Value Note: 63% of income comes from monthly donors Part 1 Handouts

  32. Why You Should Make Monthly Giving a Priority 1. __________________ 2. __________________ 3. __________________ Part 1 Handouts

More Related