Hidden Gold: How monthly giving will build donor loyalty, boost your organization's income, and increase financial stability
If your nonprofit organization does not operate a monthly giving program, Hidden Gold will tell you everything you need to know to get one started. If your organization already has a monthly giving program, you're bound to gain new insights about one of the fastest growing sectors in fundraising.
Monthly giving appeals not only to younger donors, who find it convenient and easy, but also to older donors, who are more likely to live on a budget. But regardless of their age, monthly donors will often give for decades, are more loyal than even the most consistent annual donors, and are far more likely to leave bequests.
A practical guide and an invaluable resource, Hidden Gold offers you monthly giving lessons from around the world.
Hidden Gold has 208 pages of indispensable information, including dozens of examples of successful direct mail packages.
Praise for Hidden Gold
“This book will tell you everything you need to know about the most important growth area in fundraising. Harvey reveals the secrets that have helped his clients raise millions of dollars through monthly giving. Hidden Gold is a great read and an essential resource for fundraisers of any size organization.”
— Ken Burnett, Author, Relationship Fundraising
“The first book of its kind and it’s wonderful! A very, very important book.”
— Rosemary Oliver, Resource Development Director, Amnesty International
“Author Harvey McKinnon — one of the world’s more successful fundraisers and a pioneer who has established successful monthly-giving programs in organizations large and small, national and local — provides reader-friendly, step-by-step instructions to help you mine the hidden gold in monthly donations. Practical, comprehensive, with excellent examples. Everything a how-to book should be.”
— Thomas Ahern for Amazon.com
208 pages soft cover / 8.5 x 11 in / 360 gr