From Shopping Clubs To Monthly Giving
We’re creatures of habit. Once we pick up a behavior pattern, we tend to stick with it.
So it’s good news for fundraisers that consumers are flocking to subscription media services and buyers’ clubs.
The consumer trend is described in this MediaPost article — Sign Me Up: Stoking The Subscription Economy. What’s reported is that US consumers are becoming avid customers of all sorts of monthly (and other) subscription services. Of course, cable TV was the early mover here, but now subscriptions are found everywhere … the latest entertainment services being streaming video like Netflix and Hulu and streaming music like Spotify and Apple’s new service.
Beyond entertainment, the article reports that 18% of Americans use some form of product subscription, from shaving clubs to grocery delivery to diaper clubs to cloud software and apps!
What’s the good news for fundraisers?
The monthly purchase habit.
US nonprofits, lagging behind their Old Country cousins when it comes to monthly giving, have less and less excuse for not building up their monthly giving programs, and will find less and less donor resistance to them.
Just start asking!
Tom
P.S. All direct response fundraisers should make expanding their monthly giving programs one of their top three priorities. No more excuses, as this video from Sumac Software — Why Don’t You Have a Monthly Giving Program Yet!? — emphasizes.
Behavioral Science Q & A
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