You asked us to make it easier to encourage donors to sign up for a recurring donation. So, here it is: the Recurring Donation Campaign! This campaign, taking place from Monday, May 2nd at 12:01 am until Friday, May 20th 11:59 pm, is a great opportunity to reach out to your donors about signing up for a recurring donation. The time constraint, thresholds, and bonus awards help you to create a sense of urgency and to formulate a concrete ask: “Sign up for a recurring donation on GlobalGiving by May 20th to help us win one of twenty $500 prizes!”
On Wednesday, April 20th, GlobalGiving hosted a training on GlobalGiving’s upcoming Recurring Donation Campaign. We discussed the bonus awards ($12,000 in total!) and the campaign terms and conditions (read complete terms and conditions). We also discussed strategies for communicating and mobilizing your donors during this campaign. See training presentation.
How is this campaign different from other GlobalGiving campaigns?
- Target outreach to your existing donors. Signing up for a recurring donation is a much bigger commitment than making a one-time donation. Focus your outreach on individuals who have supported your organization before with a donation or time.
- Make it easy for your donors to sign up. GlobalGiving makes it easy to sign up for a recurring donation but it still requires a few extra steps on our site. Share instructions for creating a recurring donation with your donors. Use these step by step instructions as a guide.
- Say a big thank you for a bigger commitment! Consider recognizing your recurring donors in a special way by featuring them on your organization’s website, sending them special updates, or giving away a mug or a t-shirt. Get creative! What can you do to recognize recurring donors?
- Stress the added value of making a recurring donation during this campaign. Let your donors know that their recurring donation could help your organization win a $500 prize (or more)! Emphasize that they have to sign up now in order for their donation to count during this campaign.
How should you communicate this campaign to your donors?
- Emphasize the value of recurring donations to your organization. Let your donors know that recurring donations are a predictable stream of income for your organization and they make it easier to plan financially. Consider explaining how $20/month is more valuable than $240 in December.
- Connect donors’ recurring donations to your work on the ground. For example, $40/month is enough to pay teachers’ salaries in Liberia. Give donors concrete examples of how their donations will be used on a monthly basis.
- Share your goals with your donors. What would you like to accomplish with the money that you raise from this campaign? Maybe pay 10 teachers for a year at a school in Liberia or provide medical treatment for one year for a sick child.
- Inspire donors with stories and photos. Help donors connect to the people and communities that their donations will be impacting! Share stories or photos of one or two individuals who have been helped or who will be helped with their donations.
- Use the deadlines and the thresholds to encourage donors to give now and as a reason to send reminder emails throughout the campaign.
- Send personal notes to close donors. Do you have donors that you know personally or that have been giving to your organization for a long time? Consider reaching out to them personally to let them know about this opportunity to support your organization.
- Plan ahead and think creatively! Develop a fundraising strategy before the campaign begins. Brainstorm with your colleagues to develop the tone of your messaging, set the dates for email blasts, and to keep your donors engaged on Facebook and Twitter. Consider organizing an offline event with your local donors. Bring a laptop to make it easier for donors to sign up for recurring donations on the spot.