Investing in monthly giving initiatives, BC Children's Hospital Foundation (Vancouver, British Columbia, Canada) has grown its list of monthly donors from about 4,000 10 years ago to more than 16,000. Although some of those acquisitions came with the help of hired consultants, others resulted from simple, inexpensive changes, says Jas Jhooty, officer, philanthropy, BC Children's Hospital Foundation.Monthly giving can cut costs and increase revenues. It accounts for more than half of the foundation's direct response program revenue and continues to grow, Jhooty says.“Once you've acquired somebody and have the right stewardship in place, a typical donor will keep giving to you for anywhere from five to six to seven years,” she says. “If you have a donor you acquired at $20 a month, and they give to you for six years, that's much more than you would get from someone who gives one or two gifts a year.”The foundation worked with consultants to increase monthly giving via direct mail, telemarketing and door‐to‐door solicitation, a popular and effective fundraising tool in Canada. Even if you lack the money to hire consultants, there are easy and inexpensive ways to boost your revenues via monthly fundraising, she adds.“One of the biggest changes I have made is to make sure that all our online donation pages have a monthly giving ask,” she says. A six‐month test comparing one‐time and monthly giving as defaults showed that revenues more than doubled by simply changing the default ask to monthly giving. All Web pages and e‐mails should have monthly giving asks, she advises, as should mailed solicitations.If you can afford to do more, direct‐mail monthly giving campaigns produce the most loyal donors, followed by telephone campaigns and door‐to‐door solicitations. Direct‐response television can be as effective as telemarketing, but viewership trends are changing, and TV is too expensive for all but the largest organizations, Jhooty says.You can boost the success of your own direct mail, phone or door‐to‐door campaign by reviewing your database for donors with several years of consistent giving. Target these loyal contributors as the best prospects. Stress the efficiency and convenience of monthly giving for your own organization as well as for donors. They can pay with one simple credit card transaction, and your organization can limit further solicitation.Source: Jas Jhooty, Officer, Philanthropy, BC Children's Hospital Foundation, Vancouver, British Columbia, Canada. Phone (604) 875‐2345, ext. 5876. E‐mail: email@example.com. Website: www.bcchf.ca/donate
Successful Fundraising – Wiley
Published: Jan 1, 2018
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