How can you develop a successful recurring giving program?

1 Identify your audience

The first step is to understand who your potential recurring donors are and what motivates them to give. You can use data from your donor database, surveys, interviews, or social media to segment your audience based on their demographics, interests, preferences, and giving history. Then, you can create personas that represent your ideal recurring donors and tailor your messaging and offers to them.

2 Set your objectives

The next step is to define your objectives for your recurring giving program. What are you trying to achieve with it? How will it support your mission and vision? How will you measure its success? You should set specific, measurable, achievable, relevant, and time-bound (SMART) goals that align with your overall fundraising strategy and budget. For example, you could aim to increase your recurring donor base by 20% in the next year, or to raise $50,000 in monthly donations by the end of the quarter.

3 Choose your platform

The third step is to choose a platform that can facilitate your recurring giving program. You need a platform that can securely process online payments, automate receipts and acknowledgments, manage donor data, and provide reports and analytics. You also need a platform that can integrate with your website, email, and social media channels, and offer a user-friendly and mobile-responsive interface. You can research and compare different platforms based on their features, costs, reviews, and support.

4 Craft your offer

The fourth step is to craft your offer for your recurring giving program. You need to make it compelling, clear, and consistent across all your channels. You need to communicate the benefits of becoming a recurring donor, such as the impact they can make, the convenience they can enjoy, and the recognition they can receive. You also need to provide options for the amount, frequency, and duration of their donations, and make it easy for them to sign up and manage their preferences.

5 Promote your program

The fifth step is to promote your program to your existing and potential donors. You need to use a mix of online and offline channels, such as email, social media, direct mail, phone calls, events, and newsletters. You need to segment your audience and personalize your messages based on their personas and stages of the donor journey. You need to use storytelling, testimonials, and visuals to showcase your work and inspire action. You also need to use clear calls to action and urgency to encourage them to join your program.

6 Steward your donors

The last step is to steward your donors and keep them engaged and loyal. You need to thank them for their support, acknowledge their contributions, and update them on the progress and outcomes of your projects. You need to provide them with exclusive content, feedback, and opportunities to get involved. You also need to solicit their input, preferences, and feedback, and use it to improve your program. You need to show them that they are valued and appreciated, and that they are part of your community.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?