Your regular donors generate your regular passive income, don’t ignore them and the contribution they are making to the success of your organisation.
Praise, praise, praise … it may sound trite but it is the best thing you can do to help retrain and recognise the importance of donors in your regular giving programme.
That’s not to say that they are better or more important the your one-off donors, it’s simply to recognise the importance they have in allowing your to manage the work you do, knowing that there is regular income that allows you to do what you do.
When communicating with regular donors; ask for feedback, feedback about who, why and how they give through the regular giving. These can be used to help entice others to your programme.
Regular givers should be segmented in your database to allow for specific updates to be sent to this group.
Some organisations develop donor reports specifically for regular donors, and hold events for regular givers to give them the opportunity to invite others who may be interested in joining your regular giving programme (think Tupperware without the commission).
Remember that you should also bear in mind that, although any donor can be converted to a regular giving programme, you should never stop asking anyone for a one-off donations. Even though you’re receiving a regular contribution from your regular donors, this group are known to give more when asked for a one-off contribution to something specific.
Regular giving programmes can help with increasing donor contributions and can help to reactivate delinquent donors.
When talking with regular givers, make it personal, using this style of communication can help not only retain donors, but can also help reactivate those who have stopped giving.
Often the simple messages of how important regular giving is to help maintain the work carried out, who is benefiting from regular giving, and that regular giving allows work to be carried out with reduced administration and fundraising costs can too help regain donors.
Some organisations make a point of restating regular giving levels to help retain and regain donors, perhaps a donor who offered $50 per month has had a change in their personal circumstances, but by suggesting a lower level they will come back on board, what have you got to lose by asking for less when they’ve stopped giving altogether.
All donor communications are important, just because someone has said they will give on a basis doesn’t mean they don’t want to hear from you – perhaps they may even need to hear from you more often. But, don’t make your communications too frequently – this could be a turn off.
How are you communicating with your regular donors?
Could you be communicating with regular donors more frequently or change your message?
Are you a regular giver through a regular giving programme – if so, what is your experience?