Hidden Gold: How monthly giving will build donor loyalty, boost your organization’s income, and increase financial stability

By Harvey McKinnon (November, 2003) Paperback $39.99

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 andit’s wonderful! A very, very important book.” Rosemary Oliver, Resource Development Director Amnesty International

“I have dozens of how-to books on my shelves, for fund raising and marketing communications. Maybe six of them are imperishably valuable: quick, sensible, well written, and backed by lots of experience. Harvey ‘s new book is among that chosen few. I didn’t know what monthly giving programs were and I’d never heard of Harvey McKinnon before a Canadian fundraiser I met at a conference started praising Harvey to the stars. The fellow was right! This book is perfect: practical, illustrated with examples from organizations of all sizes, clearly written, wise. I don’t even do monthly giving (although I have clients who might). I still loved reading this book. You won’t be disappointed. The only question you need ask yourself is: Could my nonprofit prosper if it had a monthly, assured flow of gifts? 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.” Tom Ahern for Amazon.com

“Harvey McKinnon’s brilliant book literally delivers what it says on the cover. If you haven’t got a monthly giving proposition you’re already well behind, but this book will quickly get you back in front. If you are recruiting monthly donors, Harvey’s book will help you to do it better. Harvey McKinnon is acknowledged around the world as the Pope of monthly giving. Hidden Gold is a readable, entertaining, informative guide to the most lucrative fundraising activity of all, after legacies (bequests). You can’t afford not to have it on your bookshelf, with at least two more copies circulating among your fundraising colleagues.” Ken Burnett for Amazon.com

Product Details

Format: Paperback
Pages: 208 pages
Publisher: Taylor Trade Publishing
Language: English
ISBN: 978-1566251228
Dimensions: 8.5 x 11 inches
Shipping Weight: 1.5 pounds
SKU: mckinnon001