The data below proves that the oft talked about and equally oft misunderstood fundraising myth that 'you shouldn't ask monthly donors for additional cash gifts', is just that. A myth.
See below the results of a 12 month cohort test with one of our clients. We split test two groups, the group entitled included received cash appeals throughout the course of the year, the group entitled excluded, did not.
The attrition rates were almost identical - those who received appeals had a lower attrition (Although not statistically different), but disproves the first suspicion people have that mailing appeals to monthly donors will tick them off. Wrong.
Note the figures are in HKD. 1 HKD equals around 0.12 USD.
You'll then see that by including - and asking - the test group for onetime cash gifts, this group generated around $1.2 HKD in additional income - that's almost $100,000 USD. Not bad, huh?
Mail your monthlies, and ask them for cash (ensuring you don't forget to give them great donor care in between asks). But before you go on, note there are some exceptions to this. Namely that younger audiences (specifically street and sometimes TV recruited) don't respond to cash requests well and I'd suggest testing within these groups, should the volumes allow.
Rock on again monthly donors...