Monthly giving programs are only as strong as the giver experiences they deliver and as the people and processes that guide and systemize them.
Some programs are shooting stars that rise and quickly burn out. Others steadily grow and then hit a plateau, where they linger. The special ones are those that take flight and keep growing year-after year.
What do the special ones have in common?
Long-term thriving monthly giving programs are intentionally launched and strategically nurtured with special care for the three Ps: Product, People, and Process.
Product - When crafted and managed well, monthly giving programs provide a unique and consistently engaging giving experience for their members. The better the product ("the giving experience"), the more monthly givers that will join and continue supporting the mission. While there are multiple elements that come together to create that consistent, special giver experience, two elements are vital.
First, the monthly giving program must have a unique identity. That special brand, which typically includes a signature program name, tagline, and logo, "connects" the giver to the organization or university and mission, signaling to the giver that he or she is part of a special group that is working together to advance the cause.
Second, the organization or university, must methodically engage members with brand consistent communications and opportunities, such that the product ("the giving experience") continues to be vibrant and valuable for them. Those touch points are channels for mission specific people impact stories and even volunteer experiences that illustrate the power of their monthly giving. The best practice process for delivering consistently special monthly giver experiences is well described as "Systemizing the Love".
Though the first P, product, plays a vital program role as the substance of members' monthly giving experience, it is critically interdependent with the other Ps, people and process.
Stay tuned for MEGables Volume 4 and Volume 5 that will feature
Built to Last...Part 2 of 3
Built to Last...Part 3 of 3
. In turn, they will focus on the other two Ps, people and process.