Donor cultivation can be tricky. Erica Waasdorp, author of Monthly Giving: The Sleeping Giant, reminds us that the monthly small-gift donor tends to be extremely loyal and may be an underdeveloped segment of your giving program.
(2:55) Growing up in the Netherlands: the inspiration behind monthly giving
(6:00) History lesson for all you young ‘uns
(8:45) Lamenting the loss of the land line
(9:30) Who converts to sustaining giving?
(11:57) Pioneers of monthly giving
(14:16) Let them know you know who they are
(16:30) Yes, your parents were correct – call or write to say thanks!
(18:25) The unexpected WOW!
(26:00) Little bits add up
(26:37) Footloose: How Erica became a dance.
Book: Monthly Giving: The Sleeping Giant https://www.adirectsolution.com/monthly-giving-the-sleeping-giant/
Monthly donor road map: https://www.adirectsolution.com/download/infographic-monthly-donor-road-map/