3 Actions You Can Take This Week to Acquire More Monthly Donors

They can be called multiple things. Some call them monthly donors, some call them sustainers, others call them regular givers. No matter what you call them those donors who contribute to your organization on a regular monthly basis are valuable.

If you’re looking to add more monthly donors to your program a good place to start testing is through your digital channels.

Here are three actions you can take this week to start acquiring new monthly donors through digital:

1.) Talk about the program on your website homepage. Before anything you should have a donation button prevalent on your website. Whatever you want your website visitor to do first should be front and center when they land on the homepage. That might be take action, sign a petition, or make a donation to your cause. Let’s make the assumption that your number one conversion target is to get a donation from the web visitor. If you’re looking to acquire more monthly donors, start by having the default be to a monthly contribution. Continuously monitor this to make sure it doesn’t drive webform conversion down with a tool like Google Analytics. 

2.) Send an email asking prospects and donors to join your giving program. Hopefully you’re using your email universe of supporters and donors in a way that brings them closer to your cause. If they’re being treated well, you should consider asking them to become a monthly donor after they give a one-time gift, take a certain number of actions for your cause, or demonstrate their affinity for your mission in some other way meaningful to you. Start by creating unique audiences on your file and segment the file to meet the donors (or prospects) where they are in their giving journey. 

3.) Target a monthly lookalike donor on your social media accounts. If you’re actively using social media (ie – Facebook) as a lead source generator you’ve probably used their “Lookalike” option which allows you to load a list of emails you would like Facebook to match back and create a new Universe of prospects you target to convert. Take the current list of monthly donors you have on file and consider targeting people with similar likes and organizations they follow. 

Adding more monthly donors to your program adds new KPIs to track, but with focused dedication they can become a stream of revenue and supporters that help build your fundraising program for growth.