We live in a subscription-based world. From streaming services to automated monthly orders, people are increasingly comfortable with and signing up for subscriptions. Using this practice is a great way to build your monthly donor program. At the AFP ICON conference I attended a session with the idea that you can use the comfort of subscription-based lifestyles to grow your monthly giving program.
Here are some great tips for re-thinking your monthly giving program.
- Eliminate the stress of making decisions. Review your donation form. Is monthly giving an option with pre-set gift amounts? If not, add this feature and create clear deliverables as to what a monthly gift will do to support your organization. Some organizations even opt to have the monthly giving a pre-selected feature on their website. No matter what your donation form looks like, the path of least resistance is the way to secure monthly gifts!
- Use nudges to make monthly giving options exciting. Think about the check out aisle at a store. Have you ever grabbed a candy bar or pack of gum – that is the store using nudges. A nudge makes one option more attractive or easier to choose without removing the other choices. Talk about how easy it would be to make an impact with a monthly gift and the bigger impact donations can make.
- Use incentives that tap into our human nature. Whether it’s a special thank you, access to an event, or tickets, incentives work! Why – because they activate the principles of:
- Reciprocity: When we’re given something, we feel an urge to gift back.
- Reward: Giving feels good, but a small bonus makes it feel even better.
- Recognition: Publicly acknowledging monthly donors builds community. Think about sending messages like “Join the 200 monthly donors who believe in this mission.” or “Be a part of our growing community of sustainers.”
The world is complicated — your donation process shouldn’t be. Create your own subscription option for giving with science principles like nudging, reciprocity, and recognition. And once you get them, don’t forget about them! Apply best practices to monthly donor communications and stewardship, making monthly donors long-term partners to your success!
Good Luck!