Posts tagged ‘asking’

March 6, 2018

3 Powerful Ways to Get Your Monthly Donors to Give More

A few weeks ago, I published the post “How to Get Last Year’s Donors to Give More this Year.” Guest blogger Joe Garecht shared some great advice for increasing giving. However, the post did not specifically address the issue of monthly giving. That led to a reader comment.

Larry Little, President of Guardian Angel Basset Rescue, raised some important questions:

Our revenues are in the $300k range but approximately 30% of that comes through our monthly giving program. My question is about asking monthly donors to increase their amounts. How often should that be done? And should you segment your list and ask that segment every 18 months?”

First, I want to congratulate Little for having a robust monthly-giving program. Well done!

Second, I thank Little for inspiring this week’s post. While I could have given him a quick, brief response, I realized the topic deserves more attention and that it would likely be of interest to many of my readers. So, I invited expert Erica Waasdorp, President of A Direct Solution and author of the best-selling book Monthly Giving: The Sleeping Giant, to share her wisdom to help us better understand how to inspire greater giving from monthly supporters. I thank her for her insights:

 

It’s wonderful to see how much the focus is shifting to monthly giving, and it’s starting to really pay off for nonprofit organizations. Here are just two recent statistics from the most recent Blackbaud Luminate Online Benchmark Report:

Expanding relationships with existing supporters was the name of the game this year as we saw a 20.4% growth in sustainer revenue.”

Viewing online revenue as one great big pie, we saw a larger slice of the pie—8.4% more—coming from sustainer gifts in 2017.”

Today, I’m not going to write about how to convert your donors to give monthly. Today, I’m going to focus on how to generate more money from your existing monthly donors.

Just because they’re now giving more money than as single-gift givers doesn’t mean it ends there. Oh no! There are three ways you can actually ask your monthly donors to give more money:

1.      Ask for a monthly upgrade.

2.      Ask for an additional gift.

3.      Ask for a legacy gift.

Ask for a monthly upgrade.

People typically ask me two questions: A) How soon after a donor starts giving monthly can I ask for an upgrade? B) How often can I ask for an upgrade?

Before I address the timing questions, let me just point out that donors upgrade because they have been stewarded effectively. Totally true. And this also pertains to monthly donors. That’s why I always “hammer” on the importance of sending a hard-copy thank-you recognition letter even if the monthly donor came in online.

So let’s assume that you’ve done this part right. And let’s assume that your donor gives monthly through his or her credit card. And let’s assume that you send the donor a quarterly newsletter with some great stories and updates on how the donor’s giving makes a difference.

I’ve seen organizations that started to upgrade right away. I’ve seen organizations that started to upgrade three months after a monthly donor joined. Frankly, I think that’s just too soon. Yes, you may get some donors to upgrade when you ask, but I think you’d also come across as much greedier than you may wish to. That could alienate some supporters.

Your donor has just started to get used to giving monthly. They’re just getting acquainted with your stewardship efforts. They have just started to realize the convenience of giving this way.

You pay taxes typically once a year; you update your budget once a year, so I suggest asking for an upgraded amount once a year, ideally between 10 to 12 months after the donor gave monthly for the first time. That’s when you can make a legitimate case for the increase in cost for xyz service, and ask the donor if he can “give just a few dollars more a month” to help the children/client/animals.

And, as Joe Garecht mentioned in his earlier post, the four elements of asking monthly donors to increase their monthly gift are indeed:

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May 10, 2013

Why “Ask”?

At Michael Rosen Says…, I listen to my readers. And, I even sometimes take requests.

Recently, I received an email from Anton Wishik, a professional editor who recently transitioned to the development world. I thank him for the message. He wanted to know why I insist on using the word “ask” as a noun.

The inquiry caught my attention for a number reasons:

1. As a former newspaper editor, the proper use of language continues to matter to me.

2. According to the good folks at Merriam-Webster, the word “ask” is indeed a verb, not a noun. So, Mr. Wishik has a valid point.

3. Mr. Wishik’s inquiry gives me the chance to write about one of my favorite topics: The “ask.” (Ooops, there I go again.)

With his permission, here is the email I received from Mr. Wishik:

As a longtime editor who just recently started working in the planned giving industry, I cringe at the use of the word ‘ask’ as a noun, which I had never seen/heard before. So do many other writing professionals; here’s one comment made at Merriam-Webster’s site: Marianna Zhabokritsky · Court Reporter at Ministry of the Attorney General (Ontario), ‘So ‘ask’ is now being used as a noun? ….  Please tell me that it is still considered to be an improper use of the English language! Highly irritating!’

I’m not a stuffy editor and I realize fully that the language is constantly evolving, with new words joining the lexicon almost daily. I’m not even saying that ‘ask’ shouldn’t officially join the language as a noun, much like ‘tell’ has come into wide usage as a noun from poker. Maybe the words ‘request,’ ‘query,’ or ‘solicitation’ don’t quite describe the action taken by a [Planned Giving Officer].

I see that you use ‘ask’ as a noun, and I’m sure you have an opinion on the subject — and thought you might want to blog about it!”

Well, as I’ve said, I’m happy to take requests from time to time.

To help me explore the issue of “ask” as a noun, I’ve enlisted my good friend Laura Fredricks, author of the best-selling book The Ask and the new e-book Winning Words for Raising Money. Here is what Laura had to say:

It is so common that when anyone wants anything in life…they ‘ask.’ We have grown up to ask, politely, for what we want. We don’t ‘request’ we ‘ask.’

Taking this to our professional fundraising level, we have taken the ‘ASK’ to a sophisticated level. Asking for money takes organization, structure, focus and follow up. Comparing our ‘ask’ to a ‘request,’ ‘ask’ wins hands down because it has more impact and meaning. A ‘request’ is fleeting but an ‘ask’ has presence and attention. The person being asked knows that an important decision is about to be made.”

Click here to see The Ask at The Nonprofit BookstoreI agree with Laura. When a development or sales professional puts forth an “ask,” he or she has already done a great deal of work. The prospect has been identified, educated and cultivated. The professional has evaluated the prospect’s situation and has determined the most appropriate thing to ask for.

For their part, prospects usually understand that the “ask” will likely lead to some type of negotiation rather than a simple yes/no conclusion.

The noun “ask” implies more than just the sentence making the “ask.” It refers to the sentence and everything that has led up to it.

In development, we ask for donations. So, it seems silly to me to use a word that is different from the verb when we need a noun. When we talk about the act of asking for a donation, we are talking about the “ask” not the “request” or the “query.”

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