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3 tips to create a successful regular-giving program

Did you know that in 2018, face-to-face fundraising campaigns run by Public Fundraising Regulatory Association (PFRA) members secured a total of 343,389 new regular-giving donors? That’s an increase of 12% in comparison to the previous year.


There’s no doubt that face-to-face fundraising is an incredibly valuable source of income for non-profits. The generosity of Australians has made it possible for many causes to deliver vital services and solve numerous local, national and global issues which have positively impacted so many people and their quality of life.


So, before your charity starts planning its next regular-giving campaign, here are three tips to help you create a successful one.


1. Determine your goals

Having clear goals from the beginning is important – how else are you going to understand what you need to do to reach your target?


Before embarking on a regular-giving campaign, here are some questions you should consider:

  • What do you want to accomplish?

  • How will a regular-giving program contribute to your non-profit’s mission?

  • How could you increase the value of the work your charity does if you had the support of donors on an ongoing basis?

  • If you reach your goals, what would happen?

  • Answering these four simple questions will help you to determine if a regular-giving program is a good fit for your charity.


2. Be consistent

Not only are regular-giving campaigns a great way to directly reach potential donors, but they can also complement other communication methods including social media and direct mail to attract new donors.


This approach is known as omnichannel marketing – yes, it uses multiple channels to spread the word, but, it’s more about being consistent across all marketing channels so donors hear and see the same powerful statements your charity expresses. In turn, the more passionate people you reach, the more likely you are to acquire new quality donors who truly believe in your cause.


3. Choose professional services that make a difference

Whether you choose to manage your campaign in-house or outsource this to a specialised company like The FIN Agency, it’s really important that the fundraisers who represent your cause can communicate the big picture to your supporters.


The fundraisers who represent The FIN Agency’s clients’ campaigns are incredibly skilled and knowledgeable – they also love what they do and are very passionate about the causes they represent.


The FIN Agency is dedicated to ensuring all professional fundraisers who represent our clients’ campaigns are trained across every aspect of the charities they’re involved with. It’s also our responsibility to make sure they understand and abide by all industry and government regulations.

So, now that you’ve understood your goals, streamlined your messages and selected how you will communicate your cause to potential donors, you’re ready to create a successful donor acquisition campaign.


As an accredited member of the PFRA, The FIN Agency is 100% committed to delivering compliant, high-quality face-to-face fundraising campaigns for our clients’ causes. It’s our core focus and we only work with charities.


To learn more about how The FIN Agency can help your charity acquire more quality donors, contact us today.


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