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Subtitles
The Holy Grail of The Holy Grail of Monthly Giving:Monthly Giving:
Finding, Keeping and Loving Finding, Keeping and Loving SustainersSustainers
Presented by:Presented by:Harvey McKinnon, Harvey McKinnon AssociatesHarvey McKinnon, Harvey McKinnon AssociatesTeva Harrison, Nature Conservancy of CanadaTeva Harrison, Nature Conservancy of Canada
Ryann Miller, Care2Ryann Miller, Care2
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Nonprofits use Care2 for:
Recruiting Donors & Supporters
Traffic/Branding/Awareness
Advocacy
Building Facebook fan base
Citizens use Care2 for:
Starting or signing petitions
Volunteering
Donating $
Spreading news
Commenting on blogs
Starting group (organizing)
Joining nonprofits
about
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types of givingtypes of giving
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7 great reasons to act 7 great reasons to act
1. increases income
2. better relationships
3. donors stay longer
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7 great reasons to act 7 great reasons to act
4. predictability
5. savings
6. income grows over time
7. convenience
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a case studya case study
Cindy Williams gives $1000 Cindy Williams gives $1000 per year to 10 charities per year to 10 charities
She joins two monthly She joins two monthly giving programs at giving programs at $25 per month$25 per month
She has $400 leftShe has $400 left
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monthly giving optionsmonthly giving options
How many people give their monthly gifts?
Electronic Funds Transfer (EFT)
credit cards
checks
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a few mythsa few myths
it didn’t work
small amount of money
access to bank and credit card info
our donors are too old
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audit your programaudit your program
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essential components
1. effective processing
2. strong communications
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essential components
3. integrated marketing
4. senior management support
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recruiting monthly donorsrecruiting monthly donors
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Slide courtesy of James Julien, Public OutreachSlide courtesy of James Julien, Public Outreach
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case study: small animal charity
Canada’s most endangered mammal
Vancouver Island Marmot
there are only 35 left in the wild
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Marmot Recovery Foundation
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Marmot Recovery Marmot Recovery FoundationFoundation
annual average gift annual average gift single gift donors single gift donors $25.38$25.38
average annual average annual gift monthlies gift monthlies $155.40$155.40
ratioratio 6.126.12
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monthly giving revenue should increase annually
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long term value of just 50 new monthly donors
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Nature Conservancy of Canada
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a changing landscape
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the promise of monthly giving
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the impact of our investment
60% increase in 3 years
8,500 donors
$2 million per year
~$235/yr per donor
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diversified investment stream
move between channels
capitalize on good results
reach a diverse audience
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finding monthly donors direct mail
telemarketing
direct response television
street canvassers
online lead generation
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loving your donors
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- thank you calls
- welcome kits
- ask and listen
- one receipt a year
- gift amount is donor’s choice
- no trades
- personalized email
- newsletter, 3 times a year
- special newsletter inserts
- only selectively solicit
- thank you video
- hyper-personalized letters
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increasing the commitment
upgrade invitations
mail, telephone & email
8% upgrade annually
lifetime value is key
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building a natural legacy
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thank you! questions? contact us!
Harvey [email protected] @harveymckinnon
Teva [email protected] @robotpilot
Ryann [email protected] @care2team