How to Spark a Recurring-First Mentality with Supporters

“Do you find that specific monthly giving programs work for different types of nonprofits?”

A: Monthly giving programs can work for all types of organizations but should be tailored to fit the unique needs and goals of your nonprofit.

For instance, an environmental organization might focus on “Green Guardians” who support monthly efforts to plant trees or clean oceans. On the other hand, an arts nonprofit could have “Patron Circle” members who ensure ongoing funding for community performances and exhibits.

The key is to align the program with your mission, making it clear how recurring support directly impacts your cause. This tailored approach makes donors feel connected and see the tangible benefits of their monthly contributions.

“What are your honest thoughts on a monthly giving program called ‘The Sustainer’?”

A: First, I love the fact that you’re thinking about having a name for branding, storytelling, and giving your community of supporters a name to rally behind. If possible, your program’s branding and communication should focus on the impact of this sustained support.

Here are a few questions that I ask my Monthly Giving Mastermind group to consider when brainstorming name ideas:

1. How would you describe your monthly giving program?
2. What makes it different?
3. What impact does it create?
4. How does someone feel when they join?
5. What’s your organization’s personality?
6. Are there any numbers, dates, or names of significance?
7. Is your first impression of the name strong?
8. Is it easy to read and pronounce?
9. Say “I joined ______,” “I’m a part of ______,” or “I belong to ______.” How does it sound?
10. Does it relay and speak to who you are?
11. Can it be recognizable?

“In a previous organization, having a separate monthly giving landing page led to more confusion. How can the two landing pages be designed to avoid this confusion?”

A: Great question! The reason for having a separate page is to give you space to tell the story and share the impact of why the monthly giving program is so important. Your donation elements on this page should reflect recurring giving ONLY to avoid donor confusion.

To avoid confusion, your homepage and monthly giving landing page need to be clear and distinct yet complementary. Here’s how:

1. Unified branding: Ensure both pages have consistent branding elements—logos, colors, and fonts should match seamlessly.
2. Clear navigation: Provide straightforward navigation options between the two pages. Use buttons or links like “Join Our Monthly Giving Program” to guide visitors easily.
3. Purposeful content: Each page should have a clear, specific purpose. The monthly giving page should emphasize the benefits and impact of recurring donations, while the one-time giving page or homepage should highlight the overall mission.
4. Simple messaging: Copy is your best friend here. Make sure the big bold headline at the top and subheadlines always reflect the experience you want them to have on that page. For instance, on your monthly giving landing page, “monthly” should be sprinkled throughout.

“Our patron base is 90% aged 60 or older. How can we use a monthly giving program to acquire younger patrons to carry us into our 100th anniversary?”

A: A monthly giving program is perfect to attract younger donors because the entry-level gift is often lower, and they get the benefit of being part of a community. To find and retain them, you need to meet them where they are and share your mission in a way that relates to what’s important to them.

1. Digital donor engagement: Utilize social media platforms like Instagram, TikTok, and YouTube to share compelling stories and behind-the-scenes content about your work. Highlight how younger supporters can make a difference. Are they currently showcased in your content?
2. Mobile-friendly: Ensure your donation process is mobile-friendly and has multiple donation payment options. Younger donors are more likely to give through their smartphones and use Apple Pay, Google Pay, PayPal, or Venmo for giving.
3. Incentives and recognition: Offer incentives like exclusive content, merchandise, or recognition in your newsletters. Younger donors appreciate being part of a community and seeing their impact celebrated.
4. Engaging events: Host virtual events, webinars, or Q&A sessions that appeal to a younger audience. Topics could range from the impact of their donations to broader discussions about your cause.

“We’re in the early stages of planning our monthly giving program. How do we balance it with our existing giving options?”

A: Balancing your monthly giving program with existing options is all about integration and clear communication. I know there can be fear around asking for monthly gifts when you’re just getting started, but here’s the thing…

Would you rather continue hoping that someone will give a one-time gift each year versus having a constant sustainable amount coming in every month with a significantly higher donor retention rate that you can count on?

Yes, individual one-time gifts might decrease because those people are now recurring. That’s wonderful! Donors who might want to give $500 or $1,000 but can’t do so at one time now have the option to split that up over a year.

Here are some ideas:

1. Complementary messaging: Position your monthly giving program as a way to provide steady, reliable support that complements one-time gifts, annual donations, and special projects. Highlight that monthly donations help sustain the day-to-day operations, allowing other funds to support specific initiatives.
2. Segmentation: Segment your donor communications to ensure the right messages reach the right audiences.
3. Highlight flexibility: Emphasize the flexibility and convenience of monthly giving. For donors who prefer to budget their contributions, monthly giving can be an appealing option.
4. Unified campaigns: Create unified campaigns that incorporate all giving options. For example, during a conservation campaign, you could promote one-time gifts for immediate needs and monthly donations for the ongoing support of the project. People can choose where they feel called to give.
5. Clear call-to-action (CTA): Make sure each giving option has a CTA and distinct value proposition. Avoid overwhelming your donors with too many choices at once; instead, guide them through the benefits of each option based on their interests and capacity to give.

Remember, your goal is to make donors feel empowered and valued, no matter how they choose to support your cause. Keep the lines of communication open and transparent, and always focus on the incredible impact their generosity makes possible.

Thanks for joining me for this post-conference Q&A! Let’s keep the momentum going and continue to spark a recurring-first mentality among our supporters. You’ve got this!