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Monthly Giving: The Sleeping Giant
- One of the only books for fundraisers on monthly giving!
- Tips on how to make monthly giving work alongside other fundraising efforts
- How to acquire monthly donors through different channels such as email, social media, direct mail, television and radio
- And much, much more!
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Monthly Giving: The Sleeping Giant is aimed at fundraisers of all levels and non-profit organizations, small and large. It is filled with many practical examples aimed at starting and growing a monthly giving program. It contains how-to approaches from countries all over the world, case studies, plans, results, and it covers ‘old’ and ‘new’ media such as Direct Mail, Face-to-Face, email, Text giving, Telemarketing and many more, all aimed at generating sustainable revenue for non-profits.
Table Of Contents
Chapter 1: Introduction 7
What Is Monthly Giving and How Does It Work? 8
Monthly Giving Is Universal But Different 9
Branding Your Monthly Giving Program 10
Premiums and Benefits 11
Targeting for the Best Results 11
Deciding On Giving Levels 13
Chapter 2: Copywriter Par Excellence Jerry Huntsinger on Sustainers 17
Chapter 3: Acquiring Monthly Donors, Direct Mail 21
Chapter 4: Inbound Telemarketing 34
Chapter 5: Outbound Telemarketing 37
Chapter 6: Email, Social Media and Internet 55
Chapter 7: Using Television to Acquire Monthly Donors 60
Chapter 8: Face-to-Face (F2F) Fundraising 66
Chapter 9: Using Texting to Convert Single Gifts to Monthly Donors 77
Chapter 10: Radio 81
Chapter 11: Ads, Inserts and Events 84
Chapter 12: It’s All About Retention Retention 86
Become Best Buddies With Your IT and Donor Services Staff 86
Processing Your Monthly Gifts In-house or Outsourcing 96
Chapter 13: Preparing Management to Look at Monthly Giving Long Term Impact 101
Chapter 14: Planning for Results 106
Chapter 15: Getting more Money From Your Monthly Donors 112
Chapter 16: Trends in Monthly Giving 119
Chapter 17: A Final Word 125
About the Contributors 128
About the Author
Erica Waasdorp lives and breathes direct response and fundraising and can be considered a “philanthropoholic.” Building partnerships and trying to find the best solution for members and donors and thus clients' needs are what Erica does best. Her multi-lingual skills and multi-cultural experience are of added value to those clients interested in raising money internationally and her experience in monthly giving has given her an edge for those clients who are ready to embark on this way of giving.
Erica Waasdorp started A Direct Solution in December of 2003 with more than twenty years of experience in direct marketing, from both sides of the desk, on the client side and the agency side. She has since worked with numerous small to mid-size non-profit clients on and off-Cape Cod. For more information, go to www.adirectsolution.com or call (508) 428-4753.