Monthly Giving is an ideal opportunity to increase donor contributions and can be key to donor retention. There are many factors built into a successful monthly donor campaign, making them appealing to prospects and donors.
Naming your campaign is one element of your campaign that is more important than you might think and where you start to attract interest from those who support your organization.
Inviting potential donors to belong to your special monthly “club,” or insider group is more appealing than just asking them to provide monthly dollars. How you word something can make a difference. Check out some of our ideas below to “spice up” what to call your monthly giving program.
Make Your Donors Part of the Team
Remind your donors that they are part of the team of people who are working for your mission. There are many options other than “donor” that can convey a sense of belonging and promote your contributors within your organization.
Examples:
1. Friend
2. Supporter
3. Champion
4. Advocate
5. Ally
6. Defender
7. Benefactor
8. Ambassador
9. Buddy
10. Mentor
For example, your program could be called Friends of (Your Organization Name) or Advocates of (your Mission). United Way has a “monthly campaign called “Women United," which is highly effective.
Monthly Giving Maintains Your Mission
Many nonprofits find that their monthly giving programs are what enable them to finance their day-to-day activities. This reliable source of revenue helps nonprofits to plan their budget for the year and continue to provide service. Creative names for your “maintenance giving program” validate your supporters’ vital role in your successful operations and mission delivery.
Examples:
1. Innkeeper
2. Peacekeeper
3. Sustainer
4. Provider
5. Conservator
Use an Acronym
Acronyms are a creative and memorable option for naming your monthly giving program. As a plus, acronyms often short enough to print on promotional materials like t-shirts, car stickers, etc.
Examples:
1. CALL (Child Advocates for Literacy and Learning)
2. FLASH (Fellowship of Leaders for the Arts in School and Home)
3. PPEP (People Protecting Endangered Primates)
4. SEAT (Stopping Elder Abuse Together)
5. PAW (Protecting Animal Welfare)
6. WAGE (Working for Age and Gender Equality)
7. STEM (science, technology, engineering, mathematics advocacy, education and programs)
8. ABC (Any Baby Can)
Draw Donors in With Alliteration
Alliterations help to grab your supporter’s attention and are often easy to remember. They can also create a sense of rhythm or humor and can be a fun and engaging option when titling your monthly giving program.
Examples:
1. Heroes Giving Hope
2. Making Meals for Many
3. Playful Paws Program
Popular Phrases
Use some common phrases for the name of your monthly giving program. Consider using the phrase as is or adapting it slightly. For example, you could replace one word in the phrase with a rhyming word that relates to your mission. Or, turn a phrase on its head!
Examples:
1. No Place Like Home Program
2. Every Dog Has His Stay
3. More Cooks in the Soup Kitchen
Include a Call to Action
Boost the impact of the name of your monthly giving program by making it a call to action. This reminds your donors of the impact of their monthly gift. It is also an excellent way to encourage and motivate your donor to make a larger monthly gift.
Examples:
1. Plant a Million Trees Program
2. Save Our Open Space Society
3. Clean the Oceans Club
4. Save Our Springs
Incorporate a Regular “Nudging” Campaign
Make sure your fundraising campaign incorporates a monthly giving “ask.” Entice supporters to increase the impact of their campaign contributions by enrolling in your monthly giving program.
Examples:
1. #InThisTogether Crew
2. Supporting First Responders Union
3. Going the Social Distance
Let the personality of your organization shine. Have some fun coming up with a creative name for your monthly giving program that tells donors what you are all about. Remember, a successful monthly giving program can be one of the best ways to support your mission and keep your donors engaged. Don’t forget to check out this Monthly Giving Marketing Kit for additional resources.
Share Your Ideas
A good place to share your ideas for monthly campaign names is at Development and Fundraising Professionals group in the DonorPerfect Community.
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