How Can I Implement a Program That Sustains and Increases Giving?

December 8, 2016

A Quick Review

Last week we addressed a strategy used to help you improve your donor retention rates and increase your giving. By name this program is called sustained or monthly giving. It results in increasing donations by stimulating multiple gifts over a longer period of time in ways that tend to enhance both donor generosity and retention. In the last article I discussed sustained giving as a concept.

Helpful Recommendations

Now assuming that a non-profit organization wants to enhance their giving through a sustained giving program, the following are four recommendations to help you achieve that:

Use a widespread approach to communication of your sustained giving program. As fundraising consultants, we recommend that our clients put it in and on everything. For example, if you have a newsletter, I recommend that you have a story about sustained giving. I would also use social media like Twitter and Facebook. Of course, I would also include it on your website and as a lead option on any pledge cards you use. Finally, I would also include it in direct mail pieces.
Brand your sustained giving program by giving it a name. For example, donors to the program can be called sustainers. In addition, the program can be named after a long-time friend to the nonprofit organization who has been a consistent donor. This helps establish an identity for your program and therefore helps build awareness.
Develop a creative perquisite program for sustained giving donors. In just about every area of Philanthropy, development officers develop creative packages for giving at certain levels or giving in certain ways. Not that people give primarily to receive perquisites, but providing a nice package of benefits is yet another reason for people to give. You have to treat your donors well and sustained givers should receive special attention. You must decide to what will they be invited? What premiums will you offer? These are just some of the benefits. For example, my son is a graduate of Notre Dame. For a gift at certain levels, I become eligible for athletic events and other activities. However, it’s not just the events that attracts donors like me, it is also the various things they do to keep me informed and engaged.
Begin measuring the results of your sustained giving program. Some have said that nothing changes in an organization until it is measured. It is one thing to initiate a sustained giving program; it is quite another thing to make it worth your time, effort and expense. Setting goals and tracking results will no doubt help you to improve your fundraising results.

Measurements That Matter

To begin, we suggest measuring the following:

Total number of sustainers
Average annual gift of sustainers
Monthly income from sustainers
Categories of giving among sustainers, (# of gifts at various levels both monthly and annually)
Average length of sustainer giving (# of months they stay)
Annual attrition rate of sustainers
Number of sustainers added each month and each year
Number and frequency of communication with sustainers

Of course, there are many other strategies to help you refine your program, but these will get you going. To learn more about these and other strategies, please visit us at covenantgrouponline.com

“I really support The Covenant Group’s strategic planning process because their approach encourages staff-based support with board buy-in, and I felt that was important given what we were trying to achieve. The outcome is an effective plan that builds consensus and provides a clear sense of direction.”
- Jennifer Scott, Director of Development - The Cabbage Patch Settlement House

“The Covenant Group is highly competent, very experienced and knowledgeable. They provided a broad perspective by equipping us with useful data…and best practices in the field. All in all, they are excellent.”
- Dan Jones, CEO - 21st Century Parks

“The campaign has truly been a miracle. People were committed from the beginning, but…even raising $650,000 seemed like a stretch. To nearly double that amount is incredible! When the plan they developed allows you to hit a goal like that, it builds such a sense of community. The momentum built by the campaign is spilling outside the walls of our church and benefiting others in the process.”
-Father John Hollowell - Annunciation of the Blessed Virgin Mary Catholic Church

“For those of us who don’t do this everyday, The Covenant Group instilled confidence in us. They helped us get through the fear and apprehension by providing us with a process, training and motivation. They taught us and helped us plan in a way that was for the better. We have built lasting relationships with donors and we will continue to steward these relationships long into the future.”
- Sue Finke, Director of Institutional Advancement - Covington Catholic High School

“No one anticipated we could raise this amount. Even the Archdiocese is surprised. The funds raised represent about 15 times our annual giving. But it’s not just the financial results. People stand around talking more than they did before the campaign. There is also a renewed and energized spirit among the parishioners. It’s the most exciting thing to happen in our parish in the last 100 years.”
- Gary Libs, Campaign Co-Chair - St. Mary of the Knobs Catholic Church

“The Covenant Group’s process involved a lot of people in our congregation doing small tasks … that built ownership. They took our vision and put it into a concrete plan. They helped us understand the importance of making our vision clear and laid out the steps to make the vision a reality. Their process built consensus and showed people how they could help. Their methods are based on a solid theological foundation that includes key documents, prayer support, and requisite training … all of which were invaluable.”
- Daniel Montgomery, Pastor - Sojourn Community Church

“Everything The Covenant Group did to help us…in the initial stages was helpful…the development of the case statement; our materials; the training of our Board members; strategies; all these steps laid the foundation for eventual success. They brought such a high level of professionalism, a wealth of experience and a strong track record of integrity and success… just being associated with The Covenant Group helped us.”
- Nancy Doctor, Development Director - Wellspring

“The structure The Covenant Group provided was excellent. It allowed our members to use their God-given talents to benefit the church community They helped us develop a plan and identify key leadership candidates to chair the effort, as well as engaging between 80 to 100 people to carry out the work of the campaign. It was truly a whole congregation effort and The Covenant Group helped facilitate that. They helped us reach our full potential as a congregation.”
- Ron Poisel, Pastor - Christ Lutheran Church

How Can I Implement a Program That Sustains and Increases Giving?

Add comment Cancel reply