If you wish to make a last-minute New Year Resolution, how about encouraging your charity to expand its roster of monthly donors during the coming twelve months? While few in the non-profit space dispute the importance of planning fundraising activities, plenty of disagreement persists regarding what types of appeals are most effective. Below are four (4) reasons why your organization should establish monthly giving as a substantial component of its annual fund development calendar:

It provides income certainty for the charity. Knowing that a fixed amount of money is guaranteed each month allows the organization to develop and expand programs more proactively. As monthly donations grow, so does each program’s impact.

It is easier on the donor’s cash flow. Rather than donate a huge lump sum once or twice a year that may put a strain on their bank account, supporters commit to a monthly gift of a set amount. Consequently, personal cash flow is stabilized, peace of mind is achieved, and more disposable income is available during each 30-day period.

It is less work for the charity. Gifts are made through direct deposits every month and receipts are generated automatically which reduces the administrative burden for charities. Solicitations are minimized as the only actual request is normally a monthly donor renewal/upgrade appeal letter that is delivered annually.

It frees up time to build relations with your donors. Far and away, the greatest attribute of monthly giving programs is it creates more time for organizations to cultivate meaningful relationships with their donors. Learning more about their supporters’ interests, values and aspirations enables a charity to help them meet their philanthropic needs and build a sustainable base of support.