Go After Monthly Donors — Now!

Here’s an example to illustrate my point:

A donor, Ms. Cindy Williams, regularly gives a total of $1,000 a year to 10 charities, or $100 each. That’s her limit. Then she’s successfully recruited by two of the charities into $25/month sustainer programs. This means she’ll give them $600 (or 60 percent of her annual giving), leaving only $400 for the other eight charities. If Cindy splits the remaining money evenly, the nonprofits will see their donations decline to one $50 gift each. This is a reduction of 50 percent. Or Cindy may even decide that she’ll give $100 to four nonprofits and stop giving to four others. She could choose a combination of the above scenarios.