Featured Sample: Making Recurring Gifts More Appealing to Donors

Posted on 03/09/2020

Recurring gift opportunities make it easy for donors to provide ongoing support, and they can be an effective way to acquire new donors, boost retention rates, and increase giving from current supporters. To encourage more recurring gift donors, Smith College launched a print ad campaign featuring different students to highlight the impact of sustaining support at the institution. 

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Title Recurring Gift Ad Campaign
Institution Smith College
Submitted By Maria Held
Director, The Smith Fund
Category Misc/Other
Institution Type College / University
What fiscal year did this effort occur? 2017
Description We are working to secure more monthly, sustaining donors. This advertisement is part of that effort. We have three versions, featuring different students. We also ask for a monthly gift as our first “ask” in our student phonathon; we include this option on our online giving form and on paper remits.
What makes this unique Using print advertising opportunities to promote monthly giving.
Primary Goal To retain donors.
Outcome When we started running the ad, we had “more than 500” such donors . We now have slightly less than 800. While we cannot attribute this success directly to the ad, it likely was a factor.


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