27 Keys to Monthly Giving Program Success, Part 2 (7-11)

"Retention is so key; everyone knows that," she said. "Know the timing. Think about implementation. Encourage everyone to think about the work it takes to sustain monthly givers."

10. Sustainer coding in your database is crucial and challenging
"Define the timing of lapsed sustainers, and record where they go next. Know all of your if/then scenarios," Downs said. "You will need IT/operations team support. Sustainer coding can be really complex with lots of exceptions, so you always have to plan. If your data isn't clean, you can confuse your donors."

11. Always recognize monthly donors
Downs suggested using monthly program branded messaging to your sustainers, regardless of channel or tactic. Use language such as "as one of our loyal monthly donors" or "would you consider an extra gift this month?" It lets donors know you are aware of their existing commitment and makes them feel that this current appeal is worth extra to the organization.