1 / 42

Monthly Giving Automate Your Community Campaign

Lesley Cole Aaron Truax July 2015. Monthly Giving Automate Your Community Campaign . Who are we?. Aaron Truax – Director of Marketing and Communications aaront@jewishfederationsandiego.org 858-737-7134 Lesley Cole – Community Campaign lesleyc@jewishfederationsandiego.org

stroh
Download Presentation

Monthly Giving Automate Your Community Campaign

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. Lesley Cole • Aaron Truax • July 2015 Monthly Giving Automate Your Community Campaign

  2. Who are we? • Aaron Truax – Director of Marketing and Communications • aaront@jewishfederationsandiego.org • 858-737-7134 • Lesley Cole – Community Campaign • lesleyc@jewishfederationsandiego.org • 858-737-7121

  3. What Happened In San Diego • November 2013 • 21 members • $806/month • $9,672/year • June 2015 • 106 members • $2,800/month • $33,600/year

  4. Who are you? • 65 attendees from 40 Federations + JFNA

  5. Agenda • Why monthly giving? • Who is a monthly donor? • Technical aspects • Branding • Acquisition/Conversion • Retention • Q&A

  6. Why Monthly Giving? • Higher retention rates • Higher average gifts • Higher engagement

  7. Higher Retention Rates Source: DonorCentrics Sustainer Benchmarking Study 2013/2014

  8. Higher Average Gifts

  9. Higher Engagement

  10. Who is a Monthly Donor? • Average age is 41 years old (range is 21-90) • Average years of giving is 7.4 (range is 1-31 years) • Average gift is $54 (range is $5/month-$200/month) • 2 Federation Board members; 14 Table Captains • 28% are new or recovered donors

  11. The Obvious Question How do I start this program at my Federation??

  12. Where to Begin • Select payment processing platform • Develop brand identity • Establish communication plan and communication materials • Get tons of new monthly donors!

  13. Payment Processing Processing payments • Sage Virtual Terminal (http://na.sage.com/us/promos/e) • PayPal (https://www.paypal.com/pdn-recurring) • Others

  14. Payment Processing

  15. What if their payment didn’t go through? • Email • Phone call

  16. Brand Identity • Swanky Brand Identity – Star Alliance

  17. Brand Identity

  18. Brand Identity

  19. Online Recognition

  20. Online Recognition

  21. Acquisition • Three primary methods of acquisition • Events • Mail • Staff/Leadership buy-in

  22. Acquisition - Events

  23. Acquisition - Events Next Gen event brought in ~45 new monthly donors totaling $7,500+ in annual revenue

  24. Acquisition - Mail

  25. Acquisition - Mail

  26. Acquisition – Mail

  27. Acquisition - Invitation

  28. Acquisition – Staff and Leadership Buy-In • Primary ask in the FY15 staff giving campaign • 50+% staff participation • Important to have the buy-in of leadership because this is a program that takes time to develop. • Is it worth it? • RESOUNDING YES!

  29. Acquisition – Next Steps • Two directed mailings in FY16 (acquisition and conversion) • One directed SODA telemarketing effort (conversion) • Add monthly giving option to all eBlasts/email signatures

  30. Conversion • Who should I target for converting to monthly giving? • Pay with credit card • Pay in installments • Make multiple gifts per year • Not necessarily ONLY NextGen donors • Not necessarily ONLY the low-end of the Community Campaign • Our monthly donors range from $60-$2,400/year

  31. Communication Plan • Welcome Packet • Thank You call • Newsletter • Birthday Card • Anniversary Card • Other Communications

  32. Welcome Packet

  33. Welcome Packet

  34. Thank You Call • Upon signing up, call from staff member or volunteer • Proven best way to say“thanks”

  35. Newsletter • How are your dollars being spent? • Donor spotlight • Upcoming events • Discounts? • Benefits?

  36. Birthday Cards To be sent at the beginning of each month Inside Outside

  37. Birthday Cards Inside Outside

  38. Anniversary Card

  39. Other Communications • Quarterly Mailer • Annual Report • Tax Letter with Solicitation • Weekly Eblasts • Emergency Campaigns

  40. Let’s Talk.Questions?

  41. Resources • This Webinar:www.JewishInSanDiego.org/soda-webinar • All of our materials and collateral (found at the bottom of this page) • Erica WaasdorpWebinars(starting, building, growing monthly giving) http://www.charityhowto.com/nonprofit-webinars/experts/erica-waasdorp • Eric Waasdorp book: Monthly Giving: The Sleeping Giant • Harvey McKinnon book: Hidden Gold • Or Lesley Cole! (858-737-7121 or lesleyc@jewishfederationsandiego.org)

More Related