This is the second post in an ongoing blog series about optimizing the performance of your fall fundraising campaigns by increasing the personalization of your donor experiences. To read ahead and get the complete checklist of optimization tactics, download the full guide: 5 Fundraising Personalization Tactics to Wow Your Donors and Smash Your Fall Fundraising Goals.

‍

While one-time gifts are essential for hitting short-term campaign goals, a monthly giving program provides sustainable, long-term revenue, allowing your organization to budget more effectively and invest in new programs with confidence. Monthly donors also have a significantly higher lifetime value and retention rate than one-time givers.

Giving Tuesday and Year-End are the perfect opportunities to introduce this option to your donor base when they are already in a giving mindset.

The key to growing your monthly giving program isn't just asking everyone to give on a recurring basis. Some donors will respond better to a monthly ask, while others will prefer a one-time gift. Predictive models allow you to target your outreach with precision, meeting each donor with the right ask at the right time.

‍

1. Find and convert new monthly donors

Rather than taking a "spray and pray" approach to asking your donors to convert to monthly giving, you can use AI models to identify your one-time donors who are most likely to convert to a recurring gift. Sending these donors an ask focused on monthly giving will help you build sustainable revenue for your organization.

2. Identify monthly upgrade opportunities

A donor's journey doesn't end with their first monthly gift. Using AI models to identify existing recurring givers who are ready to increase their monthly contribution allows you to target these donors with specific outreach that shows the impact of an increased gift.

3. Retain at-risk monthly donors

By using AI models to identify monthly givers who are at risk of lapsing, you can proactively reach out with a personalized message thanking them for their support and reminding them of the impact of their gift before they cancel.

4. Recapture lapsed sustainers

Some donor churn is inevitable in recurring giving programs, but it doesn't have to be permanent. Predictive AI models can identify the lapsed monthly donors who are most likely to reactivate their donation, helping your prioritize your recapture efforts.

5. Nurture new one-time donors with a sustainer ask next year

After your year-end campaigns are done, your work is just beginning! Converting donors who gave a one-time gift during year-end to sustainers is a great way to retain them for the long run.

‍

Download the full guide to personalizing your Year-End campaign here!

‍