Play it Again, Sam: Monthly Giving Programs for Sustaining Donations "As Time Goes By"

February 20, 2015 | 2:45 – 3:45 pm Eastern

Play It Again, SamMonthly Giving Programs for

Sustaining Donations ‘As Time Goes By’

Thank you to our session sponsors:

WE’LL ALWAYS HAVE THE IMAB VIRTUAL CONFERENCE… …BUT YOU CAN CALL US ANYTIME!

Wendy Marinaccio Husman

Sr. Account Executive, Mal Warwick | Donordigital

[email protected]

(510) 473-0366

@wendymarinaccio

Drew Seman

Sr. Manager of Fundraising & Outreach, Ocean Conservancy

[email protected]

(202) 351-0441

Eric Overman

Vice President, Mal Warwick | Donordigital

[email protected]

Let us know what you’re thinking!

• Ask questions at any time by typing them into the Chat window within GoToWebinarand pressing Send

Agenda

• Facts about Casablanca• Monthly donor recruitment• Monthly donor retention• Monthly donor reactivation• Monthly donor upgrades

Here’s lookin’ at you, kid!

Recruitment

To increase your sustainer base…• Increase your website traffic• Make your Donate button easy to find• Optimize your donation form

Most sustainer donations are “organic”Check your main donation form

Organic monthly gifts

Dedicated sustainer ask

Dedicated sustainer ask

28% Increase in Monthly

Giving Rates

Monthly giving upsell lightbox

Upsell lightbox & mobile optimization

Upsell lightbox & testing

1/3 the donation rate =

Amazing

Dedicated Sustainer Ask

Dedicated sustainer campaign Large organization

Dedicated sustainer campaignSmall organization

E-Miles Advertising

Online advertising

Triggered welcome series

Appeal emails

• Current donors

– Mailed appeal – on the response form (organic)

– Mailed appeal – dedicated sustainer ask

– Monthly newsletter bangtail

– Welcome package to new donors

In the mail

On the phone

• Phones are the #1 offline recruitment channel

• Target audiences

– Get people on the phone as soon as they make a gift; convert right away

– Donors HPC $25-99 with 2+ gifts

• Email in support of the ask

Upgrade your current sustainers

3 Tips on Asking for More

• Specific upgrade amount

• Process to avoid duplicating the monthly gift

• Get the data right

Reactivating lapsed sustainers

We want you back

• Re-join attempts– Triggered email series

– Annual receipt with lapsed member postcard

– Telefunding

– Track re-acquired donors

• Back in the regular communications flow– Email and mail mentions they are a former

monthly donor

– Online advertising

Triggered email to lapsed sustainers

Triggered email series

Retention

Retention

• Stewardship

– Acknowledgement & receipts

– Donor benefits

– Talk to sustainers like you know them

– Segment/suppress correctly

• Stop loss

– Keep credit cards current

– Telefunding

Acknowledgements & Benefits

Stop-loss

• Credit card expiration– Donor services number easily accessible

– Staff member check for expired cards

– Triggered email series for upcoming expirations

– Website forms

– Mail

– Phone

• Other card issues– Similar strategies for lost or stolen cards

Donor services

Key Takeaways

Larger Programs:

• Spend as much time on retention and stop-loss as on recruitment

• Ask current monthly donors to upgrade

• Integrate your fundraising across channels

Smaller Programs:

• Improve best practices throughout your fundraising

• Create a dedicated monthly giving donation form

• Ensure processes/staff resources are in place

• Keep a long view

In 9 Months: 200% Growth

Ocean Conservancy Monthly Donations

Free resources at donordigital.comSocial Sharing Code Generator• Quickly create social sharing code for emails,

landing pages, autoresponders

• Facebook, Twitter, Pinterest, Email

• http://donordigital.com/socialshare

Statistical Significance Calculator• 90% confidence indicates a 10% chance

the result is not significant; best to be at 95%+

• http://malwarwick.com/response-significance-calculator/

Questions?

Continue the discussion!

• The vision of the IMAB is to promote a discussion of the various successes and failures related to integrated marketing: understandings, trends, benefits and adoptions of integrated marketing activities within the nonprofit community.

• Visit us at imabgroup.net today!