Monthly Giving Webinar Questions Answered, Part III

JS: This really depends on the type of organization, the demographic layout of the file and how the program is being marketed.

Q: How effective is EFT? How do you get an older constituent base to buy into that?

JS: EFT is a very effective method for monthly donors. Typically, EFT monthly donors have a higher retention than do credit card monthly donors. (People tend to change credit cards much more often than bank accounts!) Marketing this program to an older constituent can be more difficult. Using telemarketing to explain the program and highlighting the ease of EFT as an option are two techniques that can be effective. Testing different methods for your organization will be the best way to determine the most effective way to encourage your constituents to support [you] via EFT.