With Monthly Giving, Always Think Long Term

Only consider a separate mailing if the mail schedule of donor appeals can accommodate it. Instead, consider telemarketing first. It is one of the most responsive ways to acquire new sustainers, and it generates single donations as well.

One thing is certain: Trying to convert single donors to monthly givers is a long-term process. Don't think it can be done in a single swoop. It takes a consistent investment, ideally through multiple media. And, once a monthly giving program is in place, it keeps on growing with little investment in the existing sustainers.