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Why isn’t my $10 good enough?

March 1, 2017

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.

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