A question fundraisers often ask me, is: “Can I send appeals to my monthly donors?”
My answer is a resounding YES!!
Sending annual appeals should be part of your ongoing cultivation and recognition process.
Typically there’s this pause. Then they tell me: “But wait, they’re already giving me a gift monthly. Wouldn’t these donors get upset and think we’ve become too greedy if we sent them an appeal with an ask again?”
No, they will not get upset, as long as you do it correctly. In fact, your monthly donors will love the opportunity to give to your annual appeal.
The biggest mistake organizations make is taking monthly donors out of the communication stream.
I’ve heard this time and time again. Donors receive annual appeals for years. They care about your organization. They love reading your stories and the difference you’re making to the individuals or animals or children you serve.
They become a monthly donor and then after the thank you for joining the monthly donor program, there’s a BIG NOTHING.
These donors care about you. Why would they all of a sudden stop caring, just because they like giving a small gift each month because that’s easiest on their budget?
So, here are a few simple solutions.
All of these mean that you include them in your annual appeals, but you acknowledge that they are a monthly donor and thank them for that.
If you typically send personal notes to a portion of your annual appeal file, include these monthly donors in that group. Nothing beats that personal recognition.
A simple note on top of the letter or near the signature that says: Thank you so much for your ongoing support as a member of the [name of monthly donor program]. I’m so pleased to send you an update on how your monthly gifts make a difference.
signed, name
If you’re short staffed or outsource all of your mailings, that same message can be lasered on your letter, preferably in handwritten font. Not quite as personal but still the second best solution.
If you’d like to do something different or alternate in different mailings, you could also create a little thank you buck slip, an insert of say 3 x 7 or 8 1/2 x 3 1/2 that you drop into your mailing, with that similar type message printed.
Most small to mid size organizations mail 2 to 4 times a year, some only once. So, there’s no way you’ll ever alienate your monthly donors.
And even with organizations that mail more often than that, I recommend choosing your 4 best appeals a year at a minimum, but with the right message and recognition, I’ve seen even great results when sending them all of your appeals.
You never know which story is going to resonate with your monthly donors. Let the donor choose!
There’s only one exception to the rule. If a donor asked you to be excluded from future mailings or only hear from you once a year, of course, you’ll honor that request.
And of course, if you occasionally have volunteers or board members thank your donors by phone, include your monthly donors in that group. Invite them to events. Recognize them in your annual report. Lots of great ways to cultivate and recognize your monthly donors. Your appeals are just one way of doing exactly that.
Sign up for my blog so you’ll receive future posts on monthly giving and tools as they’re developed. And if you’re interested in finding out how to start or grow your monthly giving program, just contact me!
And be sure to check out the new Monthly Giving Help Line where we can discuss specific questions you may have for your organization. It only takes one extra new monthly donor to pay for it! You can’t beat the price.
