Trend 5 of 7
There’s a lot of value in knowing Trend #5
The reliable, consistent, and ongoing revenue provided by monthly donations is vital to non-profits at the best of times and a matter of survival in the worst of times. As the COVID-19 pandemic lingers, this next trend should be a given.
Growing your monthly and mid-level giving programs is more important than ever
Monthly donors are between 5 to 7 times more valuable over the long term than single gift donors. Non-profits need to build a branded monthly giving program that makes an emotional connection with donors. And you should consider every touch point with your donors an opportunity to encourage monthly giving.
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When it comes to boosting your revenue, nurturing your mid-level donors is of equal importance. A higher-touch strategy can help your mid-level donors feel valued, which in turn can motivate bigger and/or more frequent gifts. A few strategies include:
- Hiring dedicated staff to manage mid-level donors
- Developing direct and email communications that demonstrate mid-level donors’ impact
- Creating multi-channel, integrated donor journeys using digital channels to strategically increase communication frequency
- Analysing your data to find “look-alike” mid-level prospects
Stay tuned for Trend #6 arriving in your inbox tomorrow. It’s an emotional one.
Until tomorrow,
Paula Attfield, CEO of ST
PaulaA@stephenthomas.ca
416.690.8801 x 225
P.S. Did you miss any of the previous trends? You can read them here.