Turning One-Time Donors into Sustaining Donors

@cornershopcornershopcreative.com

About UsWe’re a creative online services agency dedicated to empowering nonprofits and small businesses via:

• Strategic planning • Website design• Campaign execution• Salsa implementation

Why Recurring Gifts?

• More revenue– One-time donors = average total gift of $97

– Recurring donors = average annual gift of $220

– $5 a month sounds less costly than $50 one time

• Predictable revenue

• It’s easy –both for you and your donor

Source: Stay Classy Reportwww.stayclassy.org/blog/top-5-reasons-to-invest-in-monthly-recurring-donations

Donation Amounts

• What’s the highest one-time amount on your donation form?

• If someone donates monthly, they will give in significantly smaller amounts

• Use script to generate different amounts

Amounts

Script generates differentdonation amounts whendonorchoosesrecurring

Design

• The way you ask matters!

• Provide a great user experience

• Create trust with nice form

• Keep it simple

Multi-Step Forms

• Provide easier-to-digest chunks rather than a single intimidating form

• Present the giving options by themselves to help the user focus and select the best option for them (hopefully recurring!)

• Can boost conversions by over 5%

Source: Data from Obama campaign on multistep forms

http://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/

Incentives

• Motivate recurring donors by offering benefits or gifts they wouldn’t get as one-time donors

Lightbox

• Ask again (it’s less disruptive than you might think!)

• One-time donors are presented with a lightbox that asks for a recurring gift (based on formula) before form is processed

• Our clients saw a 4.3% - 10.5% conversation rate, increasing revenue by 140%

Let’s do math

Let’s do math

• Conversion rate = 5%• One time average gift = $100• Average recurring amount =

$20/month (or $240/year)• Difference per donor = $140• Based on 1000 annual donors = 50

new recurring donors• Total additional donations/year =

$7,000

Summary

• Always offer a custom donation amount option

• Improve your design to build trust and confidence

• Utilize multi-step forms to simplify

• Offer incentives

• Prompt for recurring gifts with lightbox

Find us online

cornershopcreative.com

@cornershop