What to Ask Before You Start a Monthly Giving Program

by Harvey McKinnon

Before you start, ask yourself these questions to get an overview of what you know and don't know about your plans for a Monthly Donor Program.

1. Is the maximization of long-term income one of your organizational goals?

2. What method(s) will you use to recruit monthly donors?

• mail
• phone
• television
• door-to-door
• volunteers
• special events
• other

3. Are you going to give individuals the option of making a single gift instead of a monthly commitment?

4. What is your marketing proposition? What do you offer a prospect?

5. What list segments of your donor file will you approach to invite to join your club?

6. Is there a staff person or dedicated volunteer who can devote time to this program?

7. Do you have the ability to manage a pledge program with your current software, or can you afford software that integrates pledge information?

8. Do you have a commitment to continue the program once it is started?

9. Do you have a compelling reason for people to join a monthly program?

10. Do you have committed donors who would join a program if given the opportunity?

11. Have you done the financial calculations to determine the long- and short-term potential net income from a Monthly Donor Program?

12. Do you have the staff to create and direct the program, or do you need outside assistance? What are the costs if you need outside help?

13. Will you offer monthly reminders? If so, will you do it in-house?

14. Will you offer a credit card payment option?

15. Will you offer the option of Electronic Funds Transfer ("Pre-Authorized Chequing" in Canada)?

16. What benefits will you give to donors?

17. Is there organizational support for the program?

18. What overall resources do you have to devote to the program-financial, technical, and human?

19. Do similar organizations have monthly giving clubs? Have you researched their programs and promotions?


Your responses to these questions will give you a sense of how much planning you'll need to initiate a program.


Harvey McKinnon, a fundraising consultant specializing in monthly giving programs, can be reached at:

Harvey McKinnon Associates

#330 - 1985 West Broadway
Vancouver, BC V6J 4Y3 Canada

info@harveymckinnon.com

Another article on Monthly donor programs
• Myths of monthly donor programs