When charities employ 3rd Party suppliers such as Phone and Face to Face agencies to recruit monthly givers it’s important that a minimum gift level is considered.
At a cost of between $350 and $500 per new regular giver, it would take between 3 and 5 years to get a return on that investment if a supporter donated $10 per month.
But what if the regular gift is solicited with an email and link to a landing page?
I argue that if the supporter is driven to a landing page by online media, the minimum gift should be lower.
There was no 3rd party agency or digital media campaign in my recruitment and I would be a very cost effective supporter at $10 per month.
Are we insulting donors with these tactics?
If it is necessary to push supporters to a minimum gift level, it should be explained on the donation form.
It would also be a good idea to change the tax deductibility statement to say: “Your monthly donations will be tax deductible.”
The email was GREAT and it moved me to donate. But I’ve decided to make a one-off gift this time.