Building Long-Term Sustainable Funding Through Monthly Giving

Bruce Roney, Executive Director
Ottawa Humane Society

While the Ottawa Humane Society has diverse fundraising programs from direct mail, events, major gifts, legacy giving and so on, the primary focus of the department is to build the monthly giving program. Fundraising programs have evolved significantly over the past 20 since the glory days of direct mail fundraising. Donor engagement and stewardship have taken a front seat and organizations with healthy monthly giving programs are the envy of many charitable organizations.

A monthly giving program should be one, if not the primary focus of your fundraising efforts quite simply because it:
• Provides predictable, reliable, and ongoing source of income
• Increases annual giving from your existing donors
• Helps build donor loyalty (most monthly donors stay with you for 5 – 10 years)
• Provides an excellent pool of prospects for legacy gifts

Bruce will reference OHS monthly donor acquisition programs including direct mail, telemarketing, face-to-face, DRTV and online tactics while focusing on the hard numbers (revenue, expenses, and number of donors).

Key Learnings:
1. What are the essential elements of a successful monthly giving program?
2. Why is it essential to diversify your acquisition tactics for optimal success?
3. What kind of ongoing investment is required to build and maintain a monthly giving program?

Every charitable organization has the opportunity to turn small donors into frequent donors. Developing and maintaining an integrated monthly giving program will reduce your fundraising costs, increase the lifetime value of a donor, and make it as easy as possible for your donors to give on a regular basis.


Bruce Roney
Bruce Roney has served as Executive Director of the Ottawa Humane Society for the past 16 years, presiding over 350 per cent growth‎ in revenue in that period. Bruce is currently on the Board of the AASAO and has performed consulting work for CFHS and the HSUS. Prior to his tenure at OHS, Bruce served as ED of Bruce House - not named after him - an organization providing supportive housing and care for people living with HIV and AIDS. Before that, Bruce worked in a variety of social work positions, mostly with street youth. Contrary to rumour, Bruce likes animals and lives with a very demanding Siamese named Gracie.