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Monthly giving is a form of fundraising that many organizations have found to be successful in terms of revenue and donor engagement. It isn’t as easy as making a switch from one form of giving to another, however.
During Fundraising Day in New York 2013, sponsored by the New York City chapter of the Association of Fundraising Professionals (AFP), Valerie Arganbright of Appleby Arganbright and Jason Lott of Human Rights Campaign, in a session moderated by Giselle Holloway of the International Rescue Committee, discussed the power of monthly giving as well as the challenges it poses. They cautioned that making a shift from annual to monthly giving means adopting a new way of doing business. That means certain business rules:
Arganbright and Lott also said the following are key considerations in evaluating the program:
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