Geared Up for Growth

AM: [Another attendee] wants to know if there is a monthly giving ask that is too small.

KM: It really depends on a couple of different factors. If the majority of your monthly donors are going to be giving by credit card, it is still very efficient to take gifts even as small as $5, because you know that those gifts are going to go through about 95 percent of the time. You have very low cost to manage the relationship. You’re not issuing a monthly statement, etc. And the likelihood that you’re going to get 12, or in some cases more, gifts out of those people in a year is very high.