Yes, it’s absolutely true. You really can generate new monthly donors by using direct mail.
Just remember two things:
1. Ask the right donors
2. Ask the right way
So who are the right donors, you might ask. They are donors who just gave! They can be existing donors, but even new donors who just gave for the first time.
They are also donors who gave less than $100. They are not your big check writers. It’s crucial to get them to either join your monthly donor program or get that second gift.
If you ask the right way, you’ll be able to convert new donors as soon as they join your organization.
Here’s an example of the approach to use, right in the thank you letter:
Thank you so much for your gift of xx$mrgxx to [name of organization]!
[Focus on why the gift is important for you and the impact it’s making on the people/animals/mission you serve].
That’s why I’d like to invite you to join a privileged group of special supporters, called [name of program].
[Focus on benefits and ease of program for donor]
Note, the benefits should really focus on the donor, how easy it is for them, how they can donate even smaller amounts, convenient. Then do include a paragraph on how important it is to the mission you serve that the funds come in on an ongoing basis and that you can count on it.
Print the text in large letters so it even looks easy and convenient from just looking at the appeal.
Then include the option of monthly giving first on the reply form and add the Make a one time donation option as well. Not everybody may be ready to join your monthly donor program but you will still receive donations.
I have seen response rates of 1.5 to 2% of donors joining the monthly donor program and response rates of 4 to 5% of donors making a one time gift in the thank you letter.
Consider doing a simple variation of this letter and send it to donors who just donated to your direct mail appeal.
What do you have to lose by starting to ask your donors to join your monthly donor program early? They’ll stay with you a lot longer if you do!
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.
