How to Launch a Recurring Donations Campaign

Growing your base of donors who give regularly gives your charity much-needed stability in the long term.

In this article, we discuss the approach and help you set some expectations.

You need to take a long-term view when it comes to recurring donations. Significant results from the outset are unlikely, but by focusing on this area, you can keep building on the number of people that give each month.

Here are some key steps to take when building your recurring donations campaign.

Analyse the data

If you already have some people who give you regular donations through Direct Debit (DD) etc., then it’s worth analysing the data to see how it might guide your approach. You’ll want to review:

Identify your cause/project(s)

Clarity on your mission is paramount. Outline the main projects that lend themselves to Direct Debits. For example:

• Orphan sponsorship
• Feeding families in need
• Education for underprivileged children
• Providing healthcare to vulnerable communities

Remember, your projects should resonate with your donors. And it goes without saying that to convince them to keep giving every month, you should be able to demonstrate the ongoing impact of the work.

Set price handles

Price handles help to guide a donor’s giving decision by giving them the information they need on how and why to give. Offer a range of giving options, and base these on the data analysis you’ve already undertaken.

Price handles of around £5-10, £20-25, and £35-50 are usually about right for most charities.

Create a landing page

Your existing donation journeys on your website should allow visitors to set up monthly donations alongside one-off amounts. But if you’re going to run a specific Direct Debit campaign, then you should also create a landing page.

Effective communication lies at the heart of any successful campaign. Craft a compelling narrative that articulates the urgency of your cause and the difference recurring donations can make.

Share stories of individuals whose lives have been transformed by ongoing support, illustrating the tangible outcomes of sustained giving.

Your key messages should inspire empathy and action, inspiring supporters to set up Direct Debits no matter how small. Sourcing Qur’anic verses and hadiths about regular good deeds is often effective.

For more info on how to create an effective landing page, you can read this article.

Establish transparency and accountability

Building trust fosters long-term relationships with supporters and encourages continued engagement. A charity builds this trust by providing clear information on its work and its impact.

Provide regular updates and reports, which reassure donors that their contributions are making a meaningful difference. Alongside this, make sure you take the time to express your gratitude and acknowledge their generosity and the impact of their contributions.

Conclusion

We hope this guide was helpful and has inspired you to put time and effort into perfecting your regular giving campaign. Remember, by establishing a steady stream of support, your campaign will sustain vital initiatives but also foster a sense of community and shared responsibility.