play it again, sam: monthly giving programs for sustaining donations "as time goes by"
TRANSCRIPT
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
(510) 473-0366
@wendymarinaccio
Drew Seman
Sr. Manager of Fundraising & Outreach, Ocean Conservancy
(202) 351-0441
Eric Overman
Vice President, Mal Warwick | Donordigital
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
– 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!