You’ve probably read the articles hyping the benefits of monthly giving. The key benefit for me is that the retention rate for monthly donors is somewhere in the 85% range (depending on the source), as opposed to the 45% average of all US charities (FEP, 2018). But how do you actually get monthly donors?
You can send out email blasts, you can include buck slips in your mailings, you can put a link on your homepage — these tactics will get you an occasional new monthly donor. But how do you really put some momentum behind this. The answer is simple: you ask, personally.
I’ve found with my clients that reaching out one to one with a personal request works best. I call the letter a win-win letter. It tells the benefits of monthly giving for both the organization and the donor. But the real key to making it work is personalization. It is a hand-signed letter. It has a note on it. It comes in a hand-addressed and stamped envelope. It looks like personal correspondence, because it is.
That’s how you get your request opened and get donors to respond. That’s how you get more monthly donors.