Donor retention is an issue that plagues many organizations. MobileCause fundraising and communication tools provide an interactive donor experience. MobileCause fundraising and communication tools provide an interactive experience that keeps donors engaged over a longer period of time.
Did you know that 75 percent of your first-time contributors won’t return? According to Hubspot, three-fourths of new donors are unlikely to give again, despite all the time, effort and resources you put into attracting them. Unless you engage your existing donors in a compelling fashion, your organization will need to make the same investments year after year to maintain fundraising revenue.
Historically, 75% of first time donors never make a second donation.
Why don’t donors give more than once?
In many cases, contributors expect to be treated differently after they donate, and nonprofits often don’t meet this expectation for their donor databases, npENGAGE reported. Most donors want to be thanked for their contributions. The reason people don’t give again is rarely because they are sent too many appeals and solicitations – it’s because they weren’t properly thanked or showed impact after the first time.
Donors don’t give again because they weren’t properly thanked and showed the impact of their first gift.
Many nonprofits operate under this lack of transparency. Donors expect a much higher degree of visibility into your organization than they did a few years ago. Charities that take steps to display the impact of fundraising efforts may be better able to retain donors in the long term. It’s important to win this donor group over because many people under-give the first time they contribute, so there’s potential to secure larger amounts in the future, npENGAGE said.
Messages with links to videos are the most convenient way to thank donors and show impact of donations
- 99% open rate for text messages (Start collecting mobile numbers now!)
- YouTube videos automatically load on smartphones
- A text message with link to video only takes 10 minutes to send
Sending regular messages with links to short videos is the most convenient way to share the impact of donations.
How to use a monthly giving program to boost donor retention
The first steps to increasing donor retention rates are thanking each contributor with an individual message and occasionally sending them communications about how their money has made a difference. But your efforts need to extend beyond this. Building a high-quality monthly giving program can ensure your organization has a steady stream of fundraising revenue and more committed donors while lowering your fundraising costs, Hubspot stated.
Mobile donation pages make setting up monthly gifts easier than ever before. Your organization can set separate goals for the number of new donors you want to attract and the number of donors you want to convert to monthly giving. Here are some tips to get your started or improve your recurring donation campaigns:
1—Make it simple to setup recurring gifts
The easier it is for donors to sign up for monthly giving, the more likely they are to do so. The registration should be mobile friendly so users can sign up on the go.
2—Implement fundraising best practices everywhere
One of the best ways to ensure your organization continues to receive donations is to ensure any subscription and contribution pages are mobile-responsive. You can promote recurring giving campaigns on your website, through text messages and at events.
3—Engage monthly givers with exclusive content
It isn’t enough to just get donors to sign up for monthly gifts. You have to keep them engaged with your organization over time. Giving individual attention and providing exclusive content for monthly contributors can help them get more involved. You can send them regular texts and emails to demonstrate impact over time. Mail them personalized gifts once a year. Encourage them to start a peer-to-peer fundraising page. You can even hold special events for recurring donors to show them how much you appreciate their contributions. Mobile plays an integral role in monthly giving programs because it provides an easy way to stay in touch with your donor database. Engagement can have you well on your way to more sustainable fundraising efforts.