Monthly giving is more important now than ever
Monthly giving is more important now than ever, especially for digital. According to a recent study from M+R Benchmarks (2020), monthly giving covers 17% of overall online revenue in one calendar year. Monthly giving revenues can, especially as they grow, provide a steady foundation of funding to support your programs.
We can help you continue to grow online monthly giving in the following ways:
- Tailoring cultivations and special appeals to current sustainers.
- Inviting one-time donors to become sustainers with a monthly donor email and advertising series.
- Creating a name and branded elements for your sustainer program, helping to improve its presence on your website and social media platforms.
- Brainstorming upgrade strategies for current monthly donors.
Case Study: The Drug Policy Alliance Monthly giving campaign
The Drug Policy Alliance (DPA) focuses on promoting drug policies that are grounded in science, compassion, health and human rights. Currently, DPA has a branded monthly program called “The Reformers Club” and obtained over 700 monthly donors in the last 3 years. To continue growing DPA’s Reformers Club, we utilized a $100 matching gift offer for each new monthly donor attained throughout the campaign.
FNY led the strategy, copy and design for email, organic, and paid social media. In conjunction, we ran Facebook ads, which targeted custom CRM audiences and prospect audiences.
The campaign earned more than 30 new monthly donors worth over $6,000-$8,000 a year in revenue while holding strong KPIs, with open-rates and click-rates exceeding industry standards. The average open-rate was a solid 16% and average click-through rate was 1.2%. DPA’s social media channels and Facebook advertising helped increase reach and engagement throughout the campaign.
Whether your sustainer program is in its infancy, or ready for additional growth, it’s always a good time to start planning and strategizing for your monthly giving program. Contact us today to learn more!