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Increasing Recurring Monthly Donors

Ask Benevon: The Ask Event is Not a First Date

We have been following the Benevon Model for years and are preparing for our Ask Event. One of our fundraising initiatives over the past year is increasing monthly recurring donors. How does this fit into the Ask event?

Beth in North Carolina

At the Ask Event, the first thing you are asking for are pledges to join your Multiple-Year Giving Society with a minimum gift of $1,000 pledged for five years. When you follow up with those donors within 48 hours of the Ask Event, you should be asking how they would like to pay their pledge. A monthly payment option may work very well for some of these donors, while others will want to make one payment annually.

The other option for giving at the Ask Event is the fill-in-the-blanks line, where donors can commit to any amount for any number of years. While follow-up with these donors isn’t required, we highly recommend calling anyone who makes a significant gift, especially if they have pledged for more than one year. You could absolutely ask these donors if they’d be interested in setting up their gift as a monthly donation when you make that follow-up call!

We don’t recommend stressing monthly giving as an option on the pledge card, as we have found too many options can lead donors to be confused or uncertain what the best giving option may be. Since your first priority is to bring donors into the Multiple-Year Giving Society, we wouldn’t want to steer them in another direction with the option of a monthly gift.