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You are here: Home / Donor Engagement / How to prepare monthly giving appeals for your donors?

How to prepare monthly giving appeals for your donors?

When it comes to making the ask for monthly giving to your donors or prospective donors, the most important question becomes- ‘How to ask’ and not ‘what to ask’. How you put together a monthly giving appeal is the most important aspect of your recurring giving program. Making a compelling ask, reaching out to the ‘warm’ prospects or existing donors, and ease of giving- a sure shot recipe for fundraising success. Here are some tips for preparing monthly giving appeals for your donors:

  • Understand your audience- If you have a donor data management system, this step can be easy for you. Categorize and segment your donors to understand their capacities, willingness, and propensity to give. Have a targeted and customized approach for your separate donor segments.
  • Engage them to warm them up, emotionally engage them- Make sure you keep them engaged and aware about the mission, campaigns, immediate, short- and long-term goals. From here, you can pivot the conversation or communication to explain why regular giving matters and what impact their regular giving can make.
  • Be very specific in the ask- Say exactly what is needed, why is it needed and what will happen if they give. Give them options with proposed impact- e.g. $10 will result in X, $20 will make Y possible, and so on.
  • Make the donor the hero of the story– Make them feel special! They are the reason you exist and the cause/ mission and vision of the organization get ahead.
  • Be transparent and accountable- Share financials, tell them how the money is being spent.

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