My 5-Step Framework to Build a Monthly Giving Program: Steps 1 & 2

I noticed myself how I felt when landing on a website , the experience of going through making a gift and what happened afterwards , and this process helped me gain a better understanding of the elements and all the interviews that I conducted over the past year that contribute to growing a monthly giving program .

Hey , there , you're listening to the Missions to Movements podcast and I'm your host , dana Snyder , digital strategist for nonprofits and founder and CEO of Positive Equation . This show highlights the digital strategies of organizations making a positive impact in the world . Ready to learn the latest trends , actionable tips and the real stories from behind the feed .

Let's transform your mission into a movement . Hello , welcome back to Missions to Movements . I am your host , dana Snyder , and today you are getting a sneak peek into my book . That sounds like unreal , to actually say a physical book that is coming out this September . It's very exciting .

It is going to be all about my monthly giving framework and sharing case studies from organizations of all different sizes , all different causes , on how they're growing communities of passionate regular givers . I absolutely loved doing these 15 different interviews .

I am so grateful to these organizations and the 15 organizations that have gone through my monthly giving mastermind program thus far . So I'm in the final stages of writing and it's honestly been really enjoyable . I know a lot of times writing a book can sound daunting , and I mean it is .

I have an episode coming up soon with the founder of my book publishing company , which is Copper Books , because I think writing a book is honestly such a fabulous way to build brand awareness in a much more thoughtful way for nonprofits , and I bet you have a story or two in you and some very teachable lessons along the way that you can share with others .

But a very , very small portion of people actually write books , even if they want to . Because , shoot , I mean , it feels daunting as hell to do it right . So when I was told because , shoot , I mean , it feels daunting as hell to do it right .

So when I was told , oh , you need to write about 50 , 60,000 words for your book to be published , I did not know how I would accomplish that . But then , when you're in the creative flow . All of a sudden I realized I was knocking out 5,000 word chapters .

So today what I wanted to do is dive into the first two steps of the framework and over the next couple episodes I will be sharing more and I'll dive into that in a second . The first two steps of the framework are creating the product and make it easy .

So whether you are just starting or you are looking to refresh your current program or do like a audit , this episode is packed with insights and practical tips to get you on the right track . So when I started to take an interest in monthly giving years ago , I was curious what made programs successful . I just feel like there's like some smoky mirrors .

You can't exactly tell from a website , right , what an organization is doing . So I decided to do some research and took note .

I noticed myself how I felt when landing on a website , the experience of going through making a gift and what happened afterwards , and this process helped me gain a better understanding of the elements and all the interviews that I conducted over the past year that contribute to growing a monthly giving program .

And this July we are entering the fifth round of my monthly giving mastermind to help launch or refresh three to five new programs . I would love to work with you . If you're interested in learning more , you can head to positive equationcom and click monthly giving at the top to learn more .

So , as I mentioned , if you want to DIY this process , I will be outlining my five step framework over the next three episodes . So let's go All right . So , as I continued my research , I discovered there was really these five core elements to build a successful monthly giving program , and this is how I approach teaching in the mastermind .

So step number one is create the product . Number two is make it easy . Those are the two we're talking about here . Number three is call in the believers . Number four is make the ask and number five is constant joy and gratitude . So today we're going to focus on the two steps create the product and make it easy .

So the best monthly giving programs yes , they have a seamless donation experience and beautiful branding , but at heart , they are focusing on building a community of super fans . So as I outline this framework , remember that even if you already have a monthly giving program in place , it is important to regularly refresh , update it , keep it relevant and effective .

So , by continuously adapting and evolving , you can really ensure that your program is continuing to attract and retain donors for your cause . So , before the creative fun begins , I really want you to understand two fundamental truths that I've learned through these conversations .

First , it is a whole lot more fun to build a recurring giving program with the support of your leadership team .

Getting leadership buy-in should be a top priority because when the leaders are on board , not only do they feel a sense of ownership and accountability for the program's success , but there's also budgetary items that get opened up as well to support its growth .

If you need help convincing leadership that having a monthly giving program is not just a nice to have but necessary to really diversify your revenue stream with a sustainable giving model , I would invite you to chat invite them to chat with some interviewees from my book that it's coming out in September .

So just a couple the Tim Tebow Foundation , roots , ethiopia , brown Bagging for Kids and many others to get their perspective . I don't think we do that enough like tap each other . Just learn about what we're learning .

Now , if you are the leader yourself and you're like , yeah , I'm in , what I recommend is surround yourself with people who are just a step ahead of you to learn and get support from . This was the power of a mastermind that I joined back in 2021 .

I was so excited to just be around other people who were dealing with the same challenges that I was , and that's why I created my mastermind program , because I felt like cool , we could build this program for you , but you're doing it in a silo . It's much more fun to do it with a community of others .

Then , kind of in the same breath , a few years ago , I heard about a Slack channel for nonprofit consultants and , as a solopreneur , I eagerly joined this community to be with peers and it's been invaluable .

And sometimes you just want feedback on an email you've drafted , to get eyes on a new website you've been working on , and in our Slack group there's even a publishing channel where I shared ideas for my book title and then I received immediate feedback .

So at the time of writing this book , in that specific Slack channel there's 185 amazing other nonprofit consultants and it's just really fun , very helpful , and I decided this is amazing . This should exist for nonprofits to share ideas , specifically around monthly giving programs . So I didn't think twice when I decided to create the Sustainers .

It is a Slack channel where any organization with a monthly giving program can join . So , right from the beginning creating the Slack channel , the back and forth threads with ideas that are being shared are amazing .

So if you want to join and be a part of that Slack channel , you can go to positiveequationcom backslash monthly-giving or just click monthly giving at the top of my site . Okay , so let's go ahead and dive into

these steps , shall we ? So the first thing is , I want you to think of your monthly giving program as a unique product that your organization is offering to supporters .

As a unique product that your organization is offering to supporters , and , just like any new product , whether you're buying a pair of shoes or a car , it needs a solid marketing strategy , right , a solid budget and a team to promote it , or a person at least .

Right , and think about the last time you made a purchase and if you're like me , you're probably on Amazon or doing a weekly target run that was , for one thing , that turned into lots of things usually , and whether you were online or shopping in a store , you purchased something that likely a whole team sat around and deeply discussed right , they talked about

market analysis why it had to be this color , this name , the exact price , where and how it would be marketed . It was given a skew number and all of the hundreds other decisions that come together right when creating a product that is going to be delivered into the hands of us consumers . So think about your monthly giving program as a product .

It is not just a checkbox on a donation form . And now , with all that said , if you were to try and get every single detail perfect , nothing would ever launch , right ? So the beautiful thing about a product , especially a digital one that we're creating , is it's editable . You can always update its name , change the website , rewrite the copy .

So , throughout this book , you'll learn the important elements in this episode and , like really in the book , is going to dive into more detail , but you'll learn the important elements to include and then iterate as culture and your mission and time passes on . So if you're ready to build out your new product and your leadership is ecstatic , let's go .

So , when it comes to creating your product , there's a few key questions that you need right at the beginning what is the reason for your product , this monthly giving program , to exist , what is the impact it is intended to have ?

And then , what structure of a recurring donor program really aligns with the mission and values of your organization , and I want to share a real life example with you . So Daily Giving is a Jewish organization that combines the gift of thousands of daily givers into one amazing donation every single day to the multiple organizations that they support .

Daily Giving operates on a fully recurring giving model . The whole idea they had at the inception of the organization which is amazing was to create a $1 a day membership to provide their customers the experience of not going one day without giving back and doing good . So I spoke with the COO .

Aria Friedner talked at length about how the compound impact of what they're doing makes people excited , and I love this quote . He said our donors are not our donors , they're our customers . As you might've just heard me say before , we serve them .

The mission of daily giving and the purpose of its existence is to help people automate their charity , as if to say how could I possibly go one day without giving to charity ? I'd rather give $1 so that every day can be uplifted .

And if we use technology to automate that for them , every day can be uplifted and if we use technology to automate that for them , that it's an important service that people need to be able to utilize . That's how our donors are , our customers , and we serve them by doing that . Y'all . This idea didn't just work , it caught fire .

Daily Giving has an estimated 15,000 monthly supporters that provide support for 78 nonprofits and growing . I love how he talks about their impact .

He says our primary benefit is giving people the privilege of giving to charity every day , and the impact of the 14 million Now I know it's closer to about 16 million that goes to various needs within the Jewish community is , because of that , like , yes , how amazing is that ? So what is the reason for creating your product , your monthly giving program ?

Once you've identified that , it's time to move on to one of my favorite parts in this section , and that's creating the identity . One of my favorite parts in this section , and that's creating the identity . So , within the create the product is also naming your program , and I think this is a crucial step .

A name gives your program an identity , right , it helps build a brand around it and it creates engaging marketing materials . The name ideally should reflect your organization's mission and values , evoke a sense of belonging and community and be easy to pronounce and spell . I have a whole episode , so I'm not going to dive deep on it here .

I have a whole episode on how to name a monthly giving program . It's episode 107 . But if you are stuck on how to get the brainstorming name process going , I got you covered . I have a free monthly giving naming exercise and you can download it at positive equationcom backslash name . I really enjoy this . I think it's fun .

It's a collaborative process that not only really sparks creativity , but it can also foster a sense of community amongst your team . And note that the name is just the beginning . Don't get stuck here . It's what you do with it that's going to make your program truly impactful .

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Now nonprofits use GiveButter to bring together multiple tools , including mobile-friendly donation forms , fundraising campaigns , a built-in CRM all of it 100% for free . With GiveButter , your donors can choose from a variety of convenient payment methods like PayPal , venmo , apple Pay , google Pay , ach and even donor advice funds .

As the number one rated nonprofit software company on G2 across multiple categories , givebutter is on a mission to power the next billion with a B changemakers . How do you magnetically attract your monthly donors ? By creating a monthly giving program designed to call in your believers . It is that time again .

Applications are open for round five of my monthly giving mastermind that will start in July . Of my monthly giving mastermind that will start in July , we have launched 15 programs from all over the country . Are you next ? Head to positiveequationcom backslash mastermind or click the link in the show notes to apply .

If this is something that has been constantly knocked down your to-do list due to bandwidth or resources , let us build it for you . The monthly giving mastermind is a four month hybrid program . We are able to hear ideas and share strategies alongside other nonprofits , while our team fully builds out your recurring donor program .

Head to positive equationcom backslash mastermind or click the link in the show notes to apply . So now we've gone into step one briefly , which is make the product . Step two is make it easy . So , in a world where online shopping and one-click purchases are the norm , right , our donation processes need to keep up .

We , as consumers , expect a seamless and intuitive experience , and that should mirror exactly what happens when we go to make a gift .

So this step is all about simplifying the donation process for your supporters and creating a professional , user-friendly website that's going to build trust and really make donors feel confident and excited to support your cause , and really make donors feel confident and excited to support your cause .

So make it easy is really entering in this crucial moment where the act of someone saying like I'm in , like double click right , takes place . If our donation process is complicated , if it's confusing , that will lead to either A frustration or B abandonment of the gift , and we don't want that to happen .

That will lead to either A frustration or B abandonment of the gift , and we don't want that to happen .

So that's the first part , right , we want the donation process to be simple , but then I've also had a lot of conversations with friends who are graphic designers , who struggle sometimes of proving their ROI , like the return on the investment of good branding and I can tell you from many , many , many conversations with organizations it is invaluable .

And not just conversations , but I can tell you that from my own company , my own brand , people go to my website and they're like I love it . And therefore there's this like A I want to be on your website and click around and B it adds credibility . So a well-designed website and social media presence , I'll add , is your storefront .

I have been saying this for years , but in a world where a physical visit to your organization is

not always possible , the majority of your supporters are going to interact with you digitally , and one of the main reasons I believe you need a standalone website for your monthly giving program is to avoid donor confusion .

A specific website , yes , it creates a positive first impression , but it also establishes clarity , credibility and trust , and you're not having that . I was tricked into making a monthly gift .

I've heard lots of people say that when you have a website landing page that does nothing but talk about your monthly giving program with only the option to give regularly , it's kind of not on you at that point , like you've made that very crystal clear .

So in the book I'm going to share , like an email template for what to say to those people , but if you have a standalone page and it is specifically talking about your program , you should weed out a lot of those people .

So , when it specifically comes to the website format and experience , one of the first steps that I do in the mastermind is a audit for my clients , and I assess their website's performance using a tool called Microsoft Clarity . This is totally free . You can embed it into the backend of your website and it's pretty cool .

You can view heat maps of where users tend to drop off the page while scrolling . You can track their mouse movements while navigating on the site and a I don't know if this is shocking anymore or not , but 80% of people don't scroll past the header , the fold , like the first time that you go past on the top of a page , and this begs the question .

I would also note this is true of homepages . So double check your homepages .

Do you have the most crucial information readily available for people to not only make a decision , but also provide a form or a button for them to take action right at the top and make sure that your recurring donation program yes , having a separate landing page is key , but that it is prominently featured and accessible from various sections of your site .

So I'm talking about the navigation bar . Whether it has its own button or it's under a dropdown , it is accessible to reach on every single page and then within the actual page . So it's accessible right . Now we're going to talk about the landing page itself .

How do we create a page where , as people go down , it feels like they're having a conversation with you , right , and they're getting the answers that they need to say yes . So the first part of your website is the main headline . This is a big , bold , audacious statement of what they are going to help make possible . Underneath that is your subheader .

This is briefly sharing more about the issue and what their monthly gifts , specifically , will help do to change that . There's an image , usually right there at the top , visually showcasing what you're describing and I like to like lead with hope , positivity . Then you have your donation tool , so form or a button to a pop-up .

I highly , highly , highly recommend that it is not opening up a separate page , that that donation experience stays right there on that landing page , with a pop-up or like a side rail , something opening up . Then you're going to have on this page the list of benefits . Will you send monthly emails ? Is there a special video series ?

People will receive A quarterly impact report . Is there a special item that someone receives ? For example , when you join ManaFam as a $10 a month supporter , you receive a branded apron that's right in line with what their cause does . Further down the page . This is optional but can be very powerful .

A video so a video gives someone the opportunity to get to know you much more within just a matter of minutes . Now , in our sector , one of the most famous videos that has drawn in thousands and thousands of monthly donors is the video the Spring by Charity Water . In the book I outlined , this is I talked to Cubby Graham .

He's phenomenal about how this all came to be . So video optional but extremely powerful , and it can also be used as a marketing tool . Social proof there are different angles to activating social proof on your landing page . Some of the strongest persuasion comes from our peers right , and a couple of different types of social proof are FOMO or herd mentality .

So the concept of FOMO fear of missing out is powerful when it comes to persuading potential donors . This could be by creating a sense of urgency , such as be one of the first 50 founding members , or having a time-sensitive matching opportunities . You're tapping into that desire of someone to be a part of something that's exclusive and time-sensitive .

Also is herd mentality another powerful tool , and , as social creatures as we are , we have a strong desire to be connected to others . So when we see others around us giving or taking action , it really validates our own desire to do the same . So at this point in Make it Easy , let's just say you had the initial format of your website established .

Now I want to talk more about that front end donation solution that is providing that stellar monthly giving experience . So you may be thinking well , of course , our maybe CRM tool has X , y , z , but does it create the right experience , specifically when it comes to recurring giving ? So let's troubleshoot this a little bit .

I have seen a lot of great , great CRMs with like so-so front-end giving tools , but that's also why there are native integrations so that they can work together , and wonderful tools like Zapier exist to connect platforms to one another . So the data syncs Within the first two weeks of my four-month monthly giving mastermind .

This is what we're working on A full audit of each organization's donation tool . As a potential supporter and I wanted to kind of share with you . The following questions are what I ask myself when I'm going through the audit . A was I able to find it ? Was I able to find where to give monthly ? Is the opportunity with the tool they have ?

Is there a monthly only option ? Because again , I am thinking about being on the specific monthly program landing page . Does it look intimidating to give Like ? Is there a long form ? And I'm looking on mobile and desktop Do I have to enter in all of my contact information before saying yes to the gift ?

So it's the order of information collected , what payment options are available and can I ask custom questions ? So monthly donors are in it , usually for the long haul . This is a great opportunity to ask someone birthday information , t-shirt size if you'll ever send swag or other questions like that why they decided to join the Blink .

And then another question I ask is can I redirect to a custom thank you page If there's not the ability of asking custom questions ? The custom thank you page is a great way to have a thank you page from a .

There's not the ability of asking custom questions , the custom thank you page is a great way to have a thank you page from a key stakeholder of the organization with another form there to ask custom questions .

Once the gift has been made , and following my analysis of this audit , I do one-on-one calls with each organization and we discuss the findings , and I always , always , always check if their current tool can just be updated , if there's features that they may not know about , and optimized .

If not , I suggest two to three other options that will seamlessly integrate with their current CRM or other platforms , and having the right tool is so important to scale . An example of this is in my conversation with the Tim Tebow Foundation .

For Tim Tebow's birthday , they ran one of their largest campaigns that raised $2 million from 13 to 14,000 donors , and they noticed that 11% of those donors became monthly donors because their embedded donation tool had that like pop-up push asking supporters to convert their gift to recurring instead .

Now , that's pretty impressive because they also shared , compared to just asking them to convert separately . Only three to 4% did so . That's a big leap . Now the initial donation is only the beginning

of an interaction with a recurring supporter , right ? According to the Neon One Recurring Giving Report that was just released this year , the average regular donor gives for eight years . That's amazing . It's a long time they're going to be using your tools , and managing their gift is crucial .

So let's just say , let's create a scenario you are a dedicated supporter of a nonprofit , you have set up a recurring gift and life happens right . Maybe an unexpected expense arises , or , on the other side , you received a raise and you want to increase that gift .

If the process to adjust your gift is cumbersome or unclear , we don't want to even touch that frustration that can end up deterring you from continuing your support . And this is the same even on the consumer front . So I mentioned this recently to a group .

I go on and off of having a subscription to HelloFresh and I love doing their meals , but it is really frustrating because you cannot cancel from the mobile app . You have to go on your computer to do it .

So the process is not usually intuitive , navigating through multiple steps , and you just don't want this level of frustration being sent over to your recurring donors , right ?

So , with the format of your website in place and an understanding of what to think through when it comes to selecting and optimizing your donation tool , the third step in the formula is so fun because it's all about calling in the believers , and this is before we make the ask . So in the next episode I'm going to cover how do we draw in your super fans .

So if you know that growing your monthly giving is a priority this year , right now there are a few new ways that we can work together from .

If you're in the world of building or refreshing a program from scratch , maybe you just need some continuous guidance and you want some social media assets each month in coaching or maybe scheduling a VIP day where we have the whole day together to get a list of things accomplished . I have options for all stages and get a list of things accomplished .

I have options for all stages and you can visit positive equationcom and just click monthly giving to get started . And with that , I hope you will join me next week for steps three and four , and those are call in the believers and make the ask . See you next Wednesday . Can you tell ? I love talking all things digital to make this show better .

I'd be so grateful for your feedback . Leave a review , take a screenshot of this episode , share it on Instagram stories and tag positive equation with one E so I can reshare and connect with you .