monthly donors
Donor retention for non-profits: growing monthly giving with automation
Donor retention for non-profits usually breaks down when nobody has time to stay in touch, and here most supporters gave once and heard nothing more. Welcome and impact-story sequences, monthly giving as the easy choice and automated thank-yous grew monthly donors by 73%.
Illustrative example. Client details are anonymised and representative of the work we do.
- Industry
- NGO
- Services
- Email Marketing Services + more
- Platforms
- Mailchimp
- Duration
- 6 months
Where they started
Most supporters gave once and the team had no time to keep them engaged.
The approachWhat we changed
We set up welcome and impact-story journeys, made monthly giving the easy choice and automated thank-you messages.
What other businesses can take from this
Non-profits spend heavily on winning a first donation and then have little capacity left to follow up. A receipt goes out, and the supporter hears nothing until the next appeal. Without a sense of what their money did, many never give again, and a donation form that defaults to a one-off gift leaves regular giving as an afterthought.
The lesson for other organisations is that a few automated sequences can do relationship work a small team cannot. A welcome series and impact stories show supporters what their gift achieved, and prompt thanks makes them feel noticed. Making monthly giving the easy option changes behaviour at the moment of giving. Email engagement rose 48%, and the team saves hours every week.
Best suited to charities and foundations with a growing supporter list and too few people to stay in touch personally.
What moved
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