4+ keys to great year-round fundraising campaigns
- Digital communications & marketing
- Fundraising ideas
- Nonprofits
- Guided Fundraising
Over the last decade, consumer buying habits have shifted towards subscription-based purchasing. From streaming T.V. to meal delivery services, consumers are becoming more comfortable signing on for regular, automatic payments.
Subscription giving has many benefits. For donors, it is reliable and easy to use due to the automatic payments. It also allows them to give consistently to nonprofits whose purposes they connect with. For nonprofit organizations, subscription giving is a consistent revenue stream and a way to increase donor retention.
This article will explore how you can tailor your donation requests for subscription giving and cultivate relationships with your new subscription donors. Let’s begin!
How many subscription or recurring donors does your nonprofit have? Whether you’re looking for your first subscription gift or you’re ready to expand the donors you already have, here are a few things you can do to make sure you’re promoting this opportunity:
While you can reach out to new donors to promote subscription giving, your best prospects are likely already in your donor database. Look for donors who give in large amounts on a semi-frequent basis. Explore their engagement history and note campaigns they’ve given to in the past so you can approach them with requests that fit their giving habits and are aligned with their interests.
Subscription donors are some of your most reliable supporters, and your nonprofit should build relationships to maintain them long-term. Think of subscriptions as your insiders or VIPs who are doing their part behind the scenes to help fulfill your nonprofit’s purpose.
In order to keep the relationship going, you should fulfill your side of the subscription and send a steady stream of communications designed to keep them up to date about your programs and the impact their gifts are making. There are a few types of communications you should send your subscription donors, including:
Put some thought into your communication plan for your subscription donors. If you have a monthly e-newsletter, consider creating a second version exclusively for subscription donors. You can also create a schedule with regular updates about varying events and engagements to make sure you stay in touch.
The most important part of implementing a subscription giving program for your nonprofit is to acknowledge your donors’ generous recurring support. Showing your gratitude is essential—you can even consider having your executive director or board members send appreciation communications to these donors!
Ready to Get Started?