Post on 16-May-2015
Monthly Giving Landscape in 2014February 6, 2014
Hosted by Adam Lemmon & Danielle Johnson-Vermenton
Danielle Johnson VermentonSenior Interactive ConsultantGo! Team
• Former nonprofit fundraiser• Lives in Atlanta, GA• If I weren’t doing this I would
be a chef
Adam LemmonLead Interactive ConsultantGo! Team
• Lives in Austin, TX• If I weren’t doing this I would
be a backpack designer
Today’s Topics
Sustained Giving: It just makes sense
What’s happening today
Making it practical for you
Next Steps and Q&A
“…it just seems to make sense to invest in a system
or process that can truly encourage sustained
support.”
See more at: http://www.npengage.com/fundraising/sustained-giving-systematizing-donor-
loyalty/#sthash.jZ7sBEth.dpuf
■ Lifetime value of a sustainer is ALWAYS highero Typically a donor who contributes two
$25 gifts per year, for a total of $50, will sign up for monthly giving at $10 a month. Which increases annual gift to $120
■ Generates predictable revenue
■ Retention is significantly increased
■ Sustainer program is a strong 2nd gift strategy
■ Sustainers are strong Planned Giving prospects
■ Builds a better relationship with donors
■ Keep donors giving longer
■ A sustainer program lowers your overall costs of fundraising
■ Sustainer income grows over time
Hidden Gold: How monthly giving will build donor loyalty, boost your organizations income, and increase financial stability (Bonus Books, Chicago, 1999) by Harvey McKinnon
Why Sustained Giving matters?
0.00%
5.00%
10.00%
15.00%
20.00%
Overall Giving Distribution for 2012Source: 2012 Charitable Giving Report
Why plan a sustained giving campaign?
Source: Analysis of three large non-profits with sustainer programs
Sustained giving is 17% of online fundraising
Sustained giving is 5% of online fundraising
Sustained giving as a percentage of total monthly funds raised online
Content Management
Email Marketing
Donation Management
Event Fundraising
eCommerce
AutomationSegmentation
Testing
Reporting & Analytics
How are Luminate clients doing?
From the 2013 Online Marketing Luminate Benchmark Report
30PERCENT
Canada
What has the strongest potential
for growth in the coming years?
© 2012 Blackbaud, Inc.
Growth Over Time
Building a Sustainer Program
0
100
200
300
400
500
600
700
800
900
1,000
Jan-
08
Feb
-08
Mar
-08
Apr
-08
May
-08
Jun-
08
Jul-0
8
Aug
-08
Sep
-08
Oct
-08
Nov
-08
Dec
-08
Jan-
09
Feb
-09
Mar
-09
Apr
-09
May
-09
Jun-
09
Jul-0
9
Aug
-09
Sep
-09
Oct
-09
Nov
-09
Dec
-09
New Sustaining Gifts (Cumulative)2 Year Timeline of Growth
Large Small Medium
Sustained Fundraising
Today’s Topics
Sustained Giving: It just makes sense
What’s happening today
Making it practical for you
Next Steps and Q&A
© 2012 Blackbaud, Inc.
Make it easy to become a monthly donor.
© 2012 Blackbaud, Inc.
© 2012 Blackbaud, Inc.
Promoting sustained giving with multi-message
campaign
Northern Illinois Foodbank
Emancipet
Vitamin angels
Campaign template
© 2012 Blackbaud, Inc.
Ongoing Tactics
Explore Use of Upsell Lightbox• Wanted to
convert one-time donors to sustaining donors.
• Utilized the Donations API to create a one-time gift form that presented an opportunity to convert the gift to a sustaining gift.
• Over the 5 months, 10% of one-time donors converted to sustainers.
Multichannel / Integration
• What else…something to
add from Chas?
What else is happening
• Welcome Series with a 3rd message soliciting for a sustainer gift
• Asking for a sustainer gift first in campaigns and putting one time gifts as secondary
• Gratitude strategies for sustained giving donors, ie: “Impact eCards”
• Enabling donors to manage their own gifts
Today’s Topics
Sustained Giving: It just makes sense
What’s happening today
Making it practical for you
Next Steps and Q&A
Making it practical for you
Where are you in the life cycle of sustained giving?
Foundation
Sustaining gift opportunity is clear to your donors and has support from staff
Intermediate
Strategy to grow your sustained giving program – online & offline
Advanced
Campaigns for retention & upsell plus tactics for program maintenance
Marketing and Promotion
Storytelling / Fundraising
Program Maintenance
Foundation • Promote on website as way to give
• Educate constituents, staff & board on the giving opportunity to make monthly gifts
• Basic reporting• Admin ability to
manage gifts
Intermediate • Integrate campaign with print and social media
• Multi-message campaign & dedicated donation form
• Query sustained giving donors to suppress from other campaigns
Advanced • Year long plan and inclusion in editorial calendar
• Upsells• Unique giving opp• Branded giving opp
• Allow donors to manage their own gifts online (see more in session 2!)
Sustained Giving
Sustaining campaign big picture
Planning Building Launching Reporting
- Theme/Narrative (What’s the story?)
- Tone
- Voice (Who’s pitching the ask?)
-Timing and tie ins
- Develop the multi message campaign
-Include 3 messages, a dedicated donation form and autoresponders
-Include 3-4 concrete examples of impact to $
- Who will need to be involved for final approval?
- What target date do you have in mind for launching?
- Schedule the message deliveries in advance
- Promote the initiative across multiple channels (multichannel!)
- Email Campaign reports to review audience reaction (opens/clicks)
- Donation reports to review gifts
-Have a Gratitude Strategy
Today’s Topics
Sustained Giving: It just makes sense
What’s happening today
Making it practical for you
Next Steps and Q&A
Commercial BreakGo! Essentials
Questions?
Join us for our next callWednesday, February 262:00 pm ESTStart to Finish: Building Blocks for a sustained giving program
ResourcesOnline Marketing Benchmark Study (see how you stack up)https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy
What is the Sustainer Bump?http://www.npengage.com/sustained-giving/the-sustainer-bump/
Increase Donor Loyalty with Sustained Giving http://www.npengage.com/fundraising/sustained-giving-systematizing-donor-loyalty/
Best Practices in Monthly Giving from Gail Perryhttp://www.gailperry.com/2011/07/20-best-practices-for-monthly-giving-programs/
Keeping Monthly Donors is Worth the Efforthttp://www.thenonprofittimes.com/news-articles/keeping-monthly-donors-is-worth-the-effort/
10 Things to Know about a Basic Sustained Giving Programhttp://www.fundraisingsuccessmag.com/article/10-things-you-need-know-about-creating-monthly-giving-program-410431/1#
New Audiences, New Channelshttp://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=6890
Gift Parity on npENGAGEhttp://www.npengage.com/online-fundraising/gift-type-parity-emerging-best-practice-for-2014/
npEXPERTS Show the Love eBookhttps://www.blackbaud.com/nonprofit-resources/npexperts?utm_source=blackbaud&utm_medium=website&utm_content=homepage&utm_term=corp&utm_campaign=npEXPERTS2014
More Campaign Examples
Butte Humane Society
Can-Do-Canines