Tips for Promoting Recurring Contributions


Yesterday I wrote about the new way to view recurring contributions in your campaign or fundraising page reports on ActBlue. We hope this may inspire you to set up recurring donor programs to support your fundraising efforts!

Today I’d like to provide you with some examples of how campaigns and fundraisers are promoting recurring contributions through their ActBlue pages. Before I present those, let’s review a couple of reasons you should consider a recurring donor program to start with!

  • Regularizes revenue: Recurring donations allow you to better manage your campaign finances with a predictable stream of funding.
  • Increases potential giving: Recurring contributions encourage supporters to make a larger donation by spreading it out over time. For many contributors, giving a little each month is easier on the budget than one lump sum.
  • Increases pledge fulfillment: Recurring credit card donations eliminate the need for donor follow-up on pledges and the risk that a donor might renege – increasing revenue and saving valuable staff time.
  • Enhances relationships: Recurring contributions allow you to build long-term relationships with your donors. They are more likely to help your campaign in other ways besides money.
  • Reduces donor attrition: Recurring donors tend to contribute for longer periods of time. A regular pattern of giving leads to a sense of investment.

Now let’s look at some real-world examples.

  1. Building Netroots Infrastructure- This fundraising page was a joint fundraising effort by BlogPAC and ActBlue. In an effort to fund progressive infrastructure, blog readers and Democratic donors were asked to give monthly to allow the two groups to generate a steady predictable stream of income to support long term growth. This is a very sensible ask given the nature of the donors as well as the two groups being supported.
    recurringbuttonYou might also notice that embedded in the page are links preset with recurring amounts! Above is a quick image of what that looks like though you can see for yourself here.
  2. bluekreweLouisiana Blue Krewe- Linked from the front page of the Louisiana Democratic Party’s website, this page was set up for the state party’s recurring donor program.You may notice that the pitch focuses on the funds being used to build party infrastructure for all candidates for the next election and asks for a recurring contribution “at a level of $10, $15, or $25 a month”. You may also notice some of those snazzy buttons on this page as well.
  3. club26
    “Club 26″- Jon Powers, a candidate for Congress in New York’s 26th Congressional district in 2008, uses ActBlue for all of his online contributions. But he hasn’t stopped there- on his contribution page he promotes his recurring donor program called “Club 26″.
    He explains it as follows:

    We are asking dedicated supporters to sign up as recurring donors at the minimum investment of $26 per month through our victory in
    November. With your investment, we will expand our growing base of
    support at home in the District and across the country.

    This
    campaign is about putting you – the people – back in charge of your
    government and this is a great way to start. As a member of Club 26,
    you will be listed on the website and included in monthly conference
    calls with the campaign.

    I highlight the last sentence because this is a great way to encourage donors to give monthly- give something back! Tying your recurring donors into other aspects of your campaign is a tactic we highly encourage at ActBlue.

  4. presidentscirclebutton
    Yamhill County Democrats Presidents Circle- Oregon’s Yamhill County Democrats are including recurring contributions as a way for supporters to fulfill any of half a dozen donor levels that are part of their “Presidents Circle”.Promoted on their website, each level is named for a different Democratic President and corresponds to a different monthly recurring total in order to “strengthen grassroots infrastructure in preparation for campaigns,
    support our headquarters, communicate our values, and recruit
    candidates for office.”
    They are making use of referral codes and URL commands to preset recurring contribution size as well.

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