After year-end (even now, getting into tax season works!), take your entire donors who gave $1,000 or much less—these are the almost certainly to lapse. For these donors, create a sequence of 4 emails, following this framework:
First E-mail
Thank donors for his or her reward (make point out of the precise quantity they gave final yr), and do not be afraid to explain, intimately, how significant or useful the donation was and the way it furthered your mission
Second E-mail
Share your group’s imaginative and prescient and the way you need to increase your attain. Inform donors how troublesome all of that’s to do when you’ll be able to’t plan properly. However with the runway and funds, your nonprofit cannot solely guarantee your predominant applications are coated, however it’s also possible to begin to finances and plan to your moonshot. Inform them this runway is created by individuals in your month-to-month giving program. Invite donors to, as a substitute of giving the identical quantity as final yr, give that quantity divided by 10 and turn out to be a month-to-month sustainer this yr.
Third E-mail
Inform donors extra about your month-to-month giving program, the way you talk with members, and data on donor advantages. Share the worth proposition of why a small, constant month-to-month reward is extra highly effective than a bigger one on the finish of the yr.
Fourth E-mail
Remind your donors of all that your group accomplishes by way of your present applications by way of their partnership. Remind them of the imaginative and prescient you shared within the second e-mail. Suggest that, in the event that they be a part of your giving program, you do not have to choose between which one to make occur. The ability of a month-to-month, constant reward means you’ll be able to proceed to meet your applications whereas having the house and assist to plan tips on how to make your long-term imaginative and prescient a actuality.
