Retain More Donors With Recurring Giving
With 70% of donors never returning to make a second gift, it’s more important than ever to capture the loyalty of one-time donors and keep them engaged. Here are the four keys to building and retaining a large sustaining network of recurring donors.
1.Recurring donations can start small!
Donors can set their recurring gifts with NetGiver, and a small monthly gift can be an easy entry point to a deeper relationship. According to one source, a gift of $5-$15 is easy to budget for, and 42% of recurring donors give more during the year than a one-time donor does.
2. Thank donors promptly.
In addition to any tax receipts donors receive following a donation, thank your donors promptly. Emails are always acceptable, but phone calls and handwritten notes provide an additional level of personalization.
3. Have a plan to engage donors once they get in the door.
Plan for the relationship you want with your recurring donors. How are you going to pick up these donors and take them with you on this ride toward social change? Keep donors involved with frequent email updates, but pepper in personal touches. Take your recurring donors to coffee, hold special events just for them, and ask for their feedback. Giving is highly personal, so make sure you understand what inspires them to give.
4. NetGiver is here to support you and your donors!
We make recurring donations simple to set up - whether on the desktop, in the app or using your NetGiver Widget on your website. And you always receive all donor data so you can keep that relationship growing.
The above advice may sound like it requires a lot of effort. Follow these tips to make it manageable:
Have a plan. Recurring donors are your most loyal supporters and they should be treated like it! Map out how your organization interacts with recurring versus one-time donors. Those with recurring gifts should receive more frequent communications. It’s easier to save time if you’re following a thought-out strategy and process, so set aside some time upfront for planning.
Make sure your plan allows you to receive success. Don’t promise you'll send hand-written thank you notes to each donor if you don’t have the resources. Instead, strive toward a signed letter from your executive director within 24 hours.
Make small but regular processes. By making a habit of doing something small every day to improve either your number of, or increased loyalty of, your recurring donors, you’ll create a habit that allows you to be more effective and successful over time.