“The...Erica Waasdorp A Direct Solution [email protected] (508) 428-4753 Title PowerPoint...
Transcript of “The...Erica Waasdorp A Direct Solution [email protected] (508) 428-4753 Title PowerPoint...
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“The best time to
plant a tree was 20 years ago.
The second best time is now.”
– Chinese Proverb
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Strategic Considerations for Sustainers
• Unite and bust the silos
• Special budget line to keep eye on annualized value
• Acquisition possible across all channels
• Cultivation and retention also across channels
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Where is Sustainer giving today?
Source: donorCentrics Sustainer Benchmarking 2020 (2019 data)
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57% Of Donors Enrolled in Sustainer giving
Source: GlobalTrends Giving Report 2020 (March thru May 2020), 46% of donors came from Canada, 6% from the US.)
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What is the value of a Sustainer today?
Source: donorCentrics Sustainer Benchmarking 2020 (2019 data)
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Who Drives the Sustainer Program?
Keeps Program
on Track
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Retention Starts with Welcome and Cultivation
Well-cultivated monthly donors are more likely to:
• Respond to your appeals and messaging (all channels)
• Update payment info
• Re-join when the time is right
• Make extra gifts
• Upgrade to higher levels or leave you in their will!
• Sing your praises!
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Never Too Late to Start Cultivating
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Targeted Emails go a Long Way
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Engaging is Easy and Affordable
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Use Video and Images to Your Advantage
Source: Sage Communications, Virtual Sustainers Workshop
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Sustainers Step Up Even During a Crisis
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Retention Takes Vigor and Focus
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Know your Retention Process (Write it down!)
If credit card declines or rejects
Finance person lets me know
Send email 1 same day
Send letter 1 within 48 hours
Call within 48 hours
Donor does not respond with
updated information after 10 days
Make second call
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How many sustainers are you losing?
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Retention Impacts Growth.
# Value Annualized
400 24$ 115,200$
Lapsed Sustainers 50 24$ 14,400$
Reactivated Sustainers 25 24$ 7,200$
Coverage Ratio 850%
Annualized value at risk 7,200$
New Sustainers# Value Annualized
200 24$ 57,600$
Lapsed Sustainers 250 24$ 72,000$
Reactivated Sustainers 25 24$ 7,200$
Coverage Ratio 90%
Annualized value at risk 64,800$
New Sustainers
Source: Retention Calculator, A Direct Solution
Example 1 Example 2
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Be Proactive
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Be Direct
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Be Personal
Source: Vicky Barrett-Putnam, Sierra Club, DMAW Sustainer World
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Use the Phone to Make Courtesy Call
• Thank
• Ask for Update/Offer solution
• Thank again
• If voicemail, leave a message of thanks
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Go Back to Lapsed Sustainers
“I began calling lapsed monthly donors. Of 48 completed calls, 24 re-activated. Some had been lapsed for 5 years or more.
“The calls don't take very long. I schedule one per day, and if I miss a few days it's easy to catch up. I stay a half-hour late one day a month to try to catch people who I can't get hold of.
“I've gleaned valuable information from people who say 'no’. “
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Track Drop Off Rates by Payment Type and Channel
Source: Integral presentation PFFA F2F workshop August 2020
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Covid-19 Less Impact than Feared. Why?
• Ready with Save script
• Offer to pause
• Monthly donors care!
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Save script offers lower amount or pause
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Use text if you have permission
Hi, here’s a message from [nonprofit].
It looks like we couldn’t process your most recent monthly
gift. It’s easy to fix. Please use this LINK to update your
account, or CALL xxx-xxx-xxxx from 8am – 5pm EST M-F to
connect with us to update your account info. Thank you!
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Activate Account Updater
Source: Vantiv/Worldpay
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Acquisition, Cultivation and Retention Go Together
• 54% have unique contact streams for F2F sustainers
• 54% provide a welcome pack at the time of sign-up
• 54% send welcome test message
• 85% send welcome kits in mail
• 54% attempt to convert sustainers to EFT
• 92% have a recapture program
Source: Retention Survey presentation PFFA F2F workshop August 2020
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EFT/ACH Improves Retention Further
Source: Blackbaud DonorCentrics Sustainer Benchmark Study 2019, 2018 data
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Offer EFT Right Away
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Convert to EFT
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“Great things are done by a series of small things
brought together”
– Vincent van Gogh
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For more information and resources
Erica Waasdorp
A Direct Solution
(508) 428-4753