27 Keys to Monthly Giving Program Success, Part 3 (12-19)

16. Beware of the double-edged sword
Like any program, monthly giving has its pros and cons:

• The good — steady stream of revenue month after month in many small gifts, which is wonderful.
• The bad: tendency for management to take it for granted, becoming complacent, thinking money just comes in. CFOs love monthly giving programs because they are not dependent on grants or portfolios.
• The solution: Regular and frequent internal communications on program progress and its value to the organization.

"The money never' just comes in,'" Arnold said. "It takes lots of resources and dedicated, talented staff. Once it starts spiraling downward, it's hard to bring it up again. People have choices on where they give, so you have to take care of them and invest in them."

17. Include telefundraising and test
Telemarketing is expensive, but response rates are typically three to five times higher than mail, Weidokal said.