Make the focus of the entire mail package about monthly giving, not one-line in the middle of the letter or on the remit device.
People love to know, tacitly, what their gift will buy or do. If they can visualize what you are offering, your success will be much higher. Example: $10 per month buys 2 meals, $20 per month buys 5 meal, $35 buys 10 meals.
It’s best to offer only one buy in, not $10 buys 2 meals, $20 buys a backpack, $35 buys a sleeping bag.
Gift strings should start lower than those of traditional appeal. You want to introduce the program with an amount that the donor can see themselves sustaining on a monthly basis. Those smaller gifts amounts still add up, when a donor commits to monthly donations, they will garner a higher annual value.