https://bloomerang.co/resources/webinars/ John Haydon will show you how to start or refresh your monthly giving program and offerings, find new monthly donors right under your nose, and get them to join your program now, not later.

1. Topic expert: John Haydon
DEVELOPING A MARKETING PLAN FOR
YOUR MONTHLY GIVING PROGRAM
Developing a Marketing Plan forYour Monthly Giving Program

2. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Here’s what you’ll learn today:
1. Why monthly giving
2. How to create a compelling brand for your monthly giving program
3. Finding monthly giving prospects in your database
4. How to promote your program to“hot”prospects with email automation
5. How to promote monthly giving all year long without being annoying

3. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
1. WHY MONTHLY
GIVING?

4. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
The 2017 Fundraising Effectiveness Project report
summarizes data from 10,829 nonprofit organizations.
For the past 10 years,
donor retention rates
have been far below 50%.
1.Dramatically improve donor retention

5. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
The 2017 Fundraising Effectiveness Project report
summarizes data from 10,829 nonprofit organizations.
1.Dramatically improve donor retention
But retention rates for
monthly donors is 90%!

6. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
On average, monthly
donors give 45% more
per year than 1st time
or repeat donors.
2.Increase lifetime donor value

7. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Remember that donor
who promised a large
check this month?
3.Creates predictable revenue

8. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Predicting revenue
is easier with
recurring revenue.
3.Creates predictable revenue

9. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Retention is 5X
cheaper than
acquisition.
A 90% retention rate
drives the cost of
retention even lower.
4.Lowers fundraising costs

10. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Automated giving
allows you to focus on
building deeper
relationships with
monthly donors.
5.Ask less, treat your donor like a partner

11. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
2. CREATE A
COMPELLING
BRAND FOR YOUR
MONTHLY GIVING
PROGRAM

12. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
WHO WILL
OWN IT?

13. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Why your monthly giving program needs a brand
2. Create a compelling brand for your monthly giving program
•Recognizable
•Exclusive
•Important

14. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Human beings are joiners - I’m in/out of the group
Your monthly giving program
must emphasis exclusivity:
•Member of group
•Access
•Opportunities
2. Create a compelling brand for your monthly giving program

15. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
1. Start with your mission. Remember that?
Your monthly giving program helps
donors play a bigger role in your mission.
What role will they play in your
organizations mission?
2. Create a compelling brand for your monthly giving program

16. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
1. Start with your mission. Remember that?
“Funding and fighting for economic, environmental & social justice” (from mission statement).
2. Create a compelling brand for your monthly giving program

17. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
2. Define your ideal monthly donor
Not everyone will be interested in your
monthly giving program.
But the ideal prospects are in your database!
2. Create a compelling brand for your monthly giving program

18. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Look at your donor data. How many donors in each segment? Where is the opportunity?
Segment Interest Ask
Gave 1X in the last year Willing and able to give Join monthly program
Gave 2X in the past year Has gone beyond impulse giving Join monthly program
Monthly donors Member of special group Special gift / upgrade monthly
By gift level Doesn’t reflect interest, only ability to give Level up
Non-donors Haven’t given yet Join monthly program
2. Define your ideal monthly donor
2. Create a compelling brand for your monthly giving program

19. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
•First-timedonors
•Monthlydonors
3. Create a separate page for monthly giving
2. Create a compelling brand for your monthly giving program

20. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
The name should make donor feel like
they belong to an exclusive of super-
heroes.
Identify donor as:
•Champion
•Guardian
•Partner
•Sustainer
•Defender
•Agitator
•Connect it to your mission!
•ASK: What would donors want to
call themselves?
2. Create a compelling brand for your monthly giving program
4. Name your program

21. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
The name should make donor feel like
they belong to an exclusive of super-
heroes.
Identify donor as:
•Champion
•Guardian
•Partner
•Sustainer
•Defender
•Agitator
•Connect it to your mission!
•ASK: What would donors want to
call themselves?
2. Create a compelling brand for your monthly giving program
4. Name your program

22. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Communicating bite-sized impact:
•Makes donor feel their gift matters
•Connects donors directly to impact
•Makes donor the hero
2. Create a compelling brand for your monthly giving program
5. Create bite-sized products

23. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Examples
2. Create a compelling brand for your monthly giving program

24. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Examples
2. Create a compelling brand for your monthly giving program

25. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
3. FINDING
MONTHLY GIVING
PROSPECTS IN YOUR
DATABASE

26. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
3. Finding monthly giving prospects in your database

27. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Look at your donor data. How many donors in each segment? Where is the opportunity?
Segment Interest Ask
Gave 1X in the last year Willing and able to give Join monthly program
Gave 2X in the past year Has gone beyond impulse giving Join monthly program
Lapsed donors Who knows? Could be long shot
By gift level
Donors who gave $50 or less are the ideal
prospect
Level up
Donors
3. Finding monthly giving prospects in your database

28. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Donor commitment survey (scale of 0 -10):
•I am a committed [org name] donor
•I feel a sense of loyalty to [org name]
•[org name] is my favorite charitable organization
Developed by Roger Craver and DonorVoice
Donors
3. Finding monthly giving prospects in your database

29. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
•Board members?
•Volunteers?
•Vendors?
•Staff?
Who else?
3. Finding monthly giving prospects in your database

30. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
4. HOW TO
PROMOTE YOUR
PROGRAM TO“HOT”
PROSPECTS WITH
EMAIL AUTOMATION

31. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Team Rubicon
•1st-time donors
•Returning donors
•Major donors
•Lapsed donors
•By donation amount
•By program
Write a new donor welcome series to promote monthly giving
4. Promote your monthly giving program to“hot”prospects with email automation

32. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Write a new donor welcome series to promote monthly giving
4. Promote your monthly giving program to“hot”prospects with email automation

33. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
ORGANIZATION
IMPACT
DONOR
NOPE
YES
Keep the spotlight on the donor and their impact
• Make the donor the hero in your emails
• Replace“I”with“You”- second person narrative
• Emphasize the impact the donor made, not how much money they gave
Write a new donor welcome series to promote monthly giving
4. Promote your monthly giving program to“hot”prospects with email automation

34. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Email #1)Thank them for their donation
A)Message content: Say thank you, talk
about the impact they just made.
B)Timing: Send immediately.
C)Next action: Share your awesomeness (and
this campaign) with your friends.
Write a new donor welcome series to promote monthly giving
4. Promote your monthly giving program to“hot”prospects with email automation

35. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
A)Message content: Thank again, update
them on their impact.
B)Timing: Create a rule to automatically
sends these messages 7-14 days after
the first gift was made. Remove contacts
who join your program.
C)Next step: Encourage donor to make an
even bigger impact by joining your
monthly giving program.
Email #2) Sell your monthly program
Write a new donor welcome series to promote monthly giving
4. Promote your monthly giving program to“hot”prospects with email automation

36. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
A)Message tone: Thank them for their gift,
remind them how import their role is.
B)Timing: Create a rule to automatically
sends these messages 30 days after the
first gift was made. Remove contacts
who join your program.
C)Next step: Encourage donor to make an
even bigger impact by joining your
monthly giving program.
Email #3) Ask again
Write a new donor welcome series to promote monthly giving
4. Promote your monthly giving program to“hot”prospects with email automation

37. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
More examples:
Write a new donor welcome series to promote monthly giving
4. Promote your monthly giving program to“hot”prospects with email automation

38. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
5. HOW TO
PROMOTE YOUR
PROGRAM ALL YEAR
LONG WITHOUT
BEING ANNOYING

39. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
• Donor happiness and donor retention is everyone’s job
• Open each meeting with impact stories
• Open each meeting discussing“donor of the month”
• Share your storytelling journey - behind the scenes
• Make sure board members are following social media accounts
1: Get your board to promote your monthly giving program
5. How to promote your program all year long without being annoying

40. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
• First-‐time donors who get a personal thank you within 48 hours
are 4x more likely to give a second gift (Tom Ahern)
• Thank you phone calls will boost retention by 30%. (Roger Craver)
• Thank you call from board members within 24 hours will increase
their next gift by 39%. (Penelope Burk)
1: Get your board to promote your monthly giving program
4. Promote your monthly giving program to“hot”prospects with email automation

41. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
• Ask, ask, ask - 85% monthly donors join because they were ASKED
• Send a series of challenge campaigns 3-4 times per year
• Feature on your homepage during“monthly donor month”
• Promote your monthly giving program by snail mail
• Staff a member“appreciation station”at your next event
• Develop a challenge grant with a major donor
2: Do a major push every quarter to promote your monthly giving program
4. Promote your monthly giving program to“hot”prospects with email automation

42. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
4: Promote your monthly giving program every month
• Email donors who have given more than once in past year
• Offer a limited premium to encourage signups
• Feature members of the month on social media
• Feature member of the month in your email newsletter
• Select one week to feature your program on your website
4. Promote your monthly giving program to“hot”prospects with email automation

43. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
4: Promote your monthly giving program every month
• Email donors who have given more than once in past year
• Offer a limited premium to encourage signups
• Feature members of the month on social media
• Feature member of the month in your email newsletter
• Select one week to feature your program on your website
4. Promote your monthly giving program to“hot”prospects with email automation

44. Questions?
FREE DOWNLOAD: Monthly Giving Strategy Workbook

45. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising.
Consultancy based in Cambridge, MA with clients all across America.
Author: Facebook Marketing for Dummies, Facebook Marketing All-In-One
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo,
AFP New Jersey, CauseCamp, Boys & Girls Club, Jewish Family Services, Sarasota Community Foundation, and more.
Clients include: Habitat for Humanity, Make-A-Wish, Boys & Girls Club, Jewish Family Services, Ronald McDonald
House, Environmental Defense Fund, Boston Medical Center, Scholastic, TechSoup, WaterAid America, University of
Massachusetts, Community Music Center of Boston, National Wildlife Federation, and more.
Weekly training via Facebook Live: http://johnhaydon.com/hdcb
About John