A solid group of monthly donors can mean starting every month well on your way to your revenue goals. We've pulled together guidance on how to build a better, more sustainable recurring donor program:
When you show the way and eliminate hurdles along the path, supporters will willingly climb the engagement ladder.
Personalize your audience's experience by automating messages to reach them at pre-designated moments in their journey. Welcome series and thank you messages are popular forms of this, but triggers can be set up to re-engage, upsell, and celebrate your people according to their individual milestones.
Tactics like monthly upsell asks, corporate matching gifts, and SMS sign-ups should all happen at specific times throughout the checkout flow — to boost revenue without losing the donor in the process.
A strong call-to-act got a user to your page, so make that action easy. Put the ask front and center and be sure to match your copy and CTA to what users saw when they clicked.
When communicating with audiences, think of their history with your organization — messages to high-value or long-term donors should be different from those to people new to your list.
To acquire and retain monthly donors, ask less and thank more. Make them feel special and have a unique case for why a monthly gift helps your mission.
Once someone gives for the first time, your priority should be to keep them engaged so they're primed for midlevel or monthly giving.
Donors who become advocates and advocates who become donors are more likely to stay with your organization. Encourage cross-channel and cross-action engagement.