Building a Successful Monthly Giving Program

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