Turning one-time Donors into Sustaining Donors
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Transcript of Turning one-time Donors into Sustaining Donors
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