How to Build a Recurring Giving Program that Lasts With Donor Wrangler
As we saw in our last post on this topic, having a monthly giving program is the best way for nonprofits to secure financial stability. But while launching a monthly donation campaign is important to ensure regular, predictable revenue, you must also find a way to keep that stream flowing for as long as possible.
Recurring donors have much higher retention rates than one-time givers, sure, but they still require intentional stewardship to prevent them from stopping their monthly contributions. To keep your supporters engaged, we advise that you treat them like valued members of your inner circle. And how do you do that? Well, in this blog post, we explain how to effectively engage your donors to ensure your nonprofit donor program thrives for years to come.
From Monthly Donor to Family Member: Creating a Community
When starting a monthly giving program, your goal should be to build a deep, lasting relationship with your monthly donors. Branding your initiative is a subtle way to create a sense of belonging in your supporters. You can do this by giving your community a name that reflects true connection, fostering a stronger emotional bond. For instance, you can use names such as “The Lifeline Kinship,” “The Roots,” or “The Home Team.” Donor Wrangler allows you to easily customize your donation forms to reflect this unique identity, ensuring that from the very first click, your supporters know they are joining a family.
Offer Exclusive Member-Only Perks
To reduce churn and increase loyalty, it’s also wise to offer tangible benefits that show your appreciation. This doesn’t mean adding expensive perks that will strain your budget even more. Instead, focus on high-value, low-cost perks that offer a sense of exclusivity and make your monthly donors feel truly valued. Such perks might be:
- Members-Only Newsletters: Send a quarterly update specifically for your monthly supporters. You can use this to share behind-the-scenes photos or early project results.
- Event Discounts and Early Access: Provide a special promo code for tickets to your annual gala or 5k run. You can also give them a first look at new initiatives 48 hours before the general public.
- A Digital Wall of Fame: With their permission, you can list your monthly sustainers on a dedicated page on your website to provide public recognition and social proof.
- Ask Me Anything (AMA) Sessions: Host a brief, exclusive Zoom, Teams, or Google Meet session where your executive director or field staff can answer your recurring donors’ questions directly.
- Voting Rights on Initiatives: Give your donors a voice by letting them vote on which specific project a portion of the “sustainer fund” should go toward this quarter.
Show Your Monthly Givers You Care to Improve Donor Retention
A generic automated receipt isn’t enough to make a monthly donor feel like part of your community. That’s why we also encourage you to show that you care and acknowledge their contribution via personal outreach. For instance, you can send a special “Happy Anniversary” email or card when they reach one year of giving, or even record a short personal video of you celebrating the occasion. You can also create a milestone system and send an update whenever they reach a new milestone, e.g., “Congratulations! You’ve donated $1,000 over the last two years” or “You’ve provided 100 meals so far. Keep up the good work!”
How to Manage Your Recurring Giving Program with Donor Wrangler
As you can see, there are many nuances to managing an effective recurring giving program, which can often make it feel like you’re adding another heavy burden to your plate. To make it as easy as possible for you to manage your monthly donations, the Donor Wrangler platform provides the tools you need to stay organized and efficient.
You can easily segment your recurring supporters from your one-time donors. This allows you to send the targeted communications and exclusive updates that make donors feel like family. Furthermore, our platform provides the secure, automated infrastructure needed to handle recurring gifts, ensuring that your donors have a seamless experience from day one. You can even send tailored emails, and use our built-in video maker feature to create personalized videos for each of your monthly donors. Check out the live demo, or book a free guided walkthrough to learn more.