Regular giving

Are we getting it all wrong?

Sharon Core

In my view, regular giving by direct debit is the most powerful way of engaging Individual Givers.

Up until 1990, we Appeals Directors and Direct Marketing Managers (later Individual Giving), relied on asking for cash gifts. Then OXFAM (closely followed by the NSPCC) drew from the USA the idea of monthly giving of small amounts by direct debit. There was huge scepticism. How could you change the world for £2 a month? But the idea transformed fundraising from Individual Givers.

Up until then, with cash gifts, the default position was that the donor wouldn’t give again. So, every communication with a donor would need to include a request for money. All the evidence from much testing at the time showed it would be too expensive not to do so.

With a Regular Giver the default position is that their direct debit will continue. So, the money previously spent on asking for money could be spent on stewardship; giving the donor a good experience; telling them what you’re doing with their money; the difference it is making; why they, as supporters, are critical to your existence; making them feel good about their giving, to your cause.

Emails; newsletters; even phone calls purely to say, ‘thank you’.

Charities who did this well showed a huge upturn in long-term giving.

Some charities still do. However, others, in my view, have made a huge mistake. Seeing these stewardship communications as not, of themselves, profitable, they’ve cut them out. To the extent that some charities are actually afraid of making contact with their Regular Givers, for fear that it will remind them that they have a direct debit, and cancel it. But any relationship that relies solely on inertia rather than engagement and connection is doomed to entropy.

The fundraising landscape is in a state of constant evolution, and it's arguable that, in certain respects, the market can be said to be ‘maturing’. In fact, there's growing debate about whether regular giving remains a viable strategy. However, I believe the rationale for recruiting regular givers (and converting cash givers) remains strong, provided you adhere to fundamental principles.

Ensuring success in recruiting and retaining regular givers hinges on getting the basics right. I firmly believe that applying the timeless principles of stewardship to your programme can yield transformative results. In fact, it may well be the single most impactful change you can make to your fundraising efforts.

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