Safeguard Your Organization Against Future Crisis with Monthly Sustainers

Tomatoes, wheat, parsley, lemons, and onions. These are some ingredients for a delicious Mediterranean salad. There are plants that you can grow all year round or harvest once a year. Fundraising is like farming; there are sustainers (donors that commit to monthly giving) and annual donors. Find out why your fundraising portfolio should include a program for monthly sustainers.

What are sustaining gifts, and how do they safeguard your organization against future crises?

A sustaining gift is when a donor commits to donating any amount made weekly, monthly, or annually. They are predictable and give a stable revenue for your organization. Also, some donors find it easier to budget in smaller monthly donations than to make a large one-time gift. Additionally, the long-term commitment of recurring gifts reduces anxiety and stress for your staff, including your finance person. The pandemic or other natural disaster can affect your donors’ ability to give. However, if you have sustaining donors who are passionate about your organization and the mission, the small recurring monthly gift feels more manageable during a crisis.

How do you identify sustaining donors?

To build a pipeline of sustaining donors, prospective sustainers want to know the value of becoming a recurring donor. Put together an easy campaign with a compelling story for donors to make a long-term commitment. For example, “Help us combat hunger, commit $10 per month that will provide lunches for 20 students in need.” The message is straightforward and creates a sense of urgency. It is also helpful to create a sense of community, such as a monthly giving club (e.g., “Join the Power Club to combat hunger at your local schools!”). Some of your prospective sustainers may already have existed in your database. A personalized outreach strategy, along with the help of a board member or staff, prospective donors can be encouraged to make a commitment as sustainers. 

Some companies will match your donors’ gifts.

Some companies have a corporate matching gifts program, including Apple, Boeing, Coca-Cola, Disney, or Microsoft. It is possible to double your donor’s gifts if you know where your donors work. A company’s employee giving program makes it easier for employees to deduct a recurring donation from their paycheck. The employee giving program is also helpful when the company organizes donations from all of its supporters of your organization in one monthly check. 

Sustainers bring stability and peace of mind to your organization. We can help you develop a monthly giving program. Contact Spark Group for a free 30-minute chat!

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