Monthly Giving Programs: Slides from Donordigital & No Kid Hungry for the 2015 Nonprofit Technology Conference
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Slides from our #15NTC session "Play it again, Sam: Monthly Giving Programs For Sustaining Donations 'As Time Goes By'. Gather ideas for growing your monthly giving program, as well as strategies for retention, stewardship, and upgrades once your sustainer file is built.
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Monthly Giving Programs: Slides from Donordigital & No Kid Hungry for the 2015 Nonprofit Technology Conference
- 1. Jeanne Horne, Share Our Strength Wendy Marinaccio Husman, Donordigital #15NTCplayitagain #15NTC March 4, 2015 Play It Again, Sam Monthly Giving Programs for Sustaining Donations ‘As Time Goes By’
- 2. @nokidhungry @donordigital @wendymarinaccio Here’s lookin’ at you, kid Collaborative notes: http://po.st/bKNprK #15NTCplayitagain
- 3. @nokidhungry @donordigital @wendymarinaccio Share Our Strength Jeanne Horne Senior Manager, Digital Communications Share Our Strength P 200 employees, HQ in DC P No Kid Hungry is ending childhood hunger in America P Feeding kids where they live, learn and play
- 4. @nokidhungry @donordigital @wendymarinaccio Donordigital Wendy Marinaccio Husman Senior Account Executive Donordigital P Integrated, multi-channel strategy P High-level and granular analysis P Full copywriting and design creative service P Production and management services
- 5. @nokidhungry @donordigital @wendymarinaccio Why Monthly Giving Rules! ¨ Revenue you can count on ¨ Efforts compound over time ¨ Increase donor lifetime value ¨ No need to renew ¨ Planned giving prospect pool ¨ Donor preference to “set it & forget it”
- 7. @nokidhungry @donordigital @wendymarinaccio Components of A Program ¨ Recruitment ¨ Upgrades ¨ Re-engagement ¨ Retention ¨ Tracking ¨ Testing
- 8. @nokidhungry @donordigital @wendymarinaccio The Hunger Core History 2011 & prior Launch to $10,000/month Under 500 members Add checkbox on donation form 2012 Added program name and logo Hunger Hits Home (Food Network) Added donor benefits 2013 Added monthly ask to renewal campaign Monthly donor upsell light-box Targeted “Blitz” campaign Monthly Donor Task Force formed 2014 Online advertising campaign Repeated the Blitz campaign More frequent asks
- 10. @nokidhungry @donordigital @wendymarinaccio Organic monthly gifts
- 13. @nokidhungry @donordigital @wendymarinaccio Website Promotion
- 14. @nokidhungry @donordigital @wendymarinaccio Monthly giving upsell lightbox
- 15. @nokidhungry @donordigital @wendymarinaccio New Donor Welcome Series
- 16. @nokidhungry @donordigital @wendymarinaccio Sustainer “BLITZ” campaign Components: Goal, deadline & thermometer Email series Direct mail piece Tele-funding Integrated emails Online advertising/paid search Home page lightbox Donation form testing Upsell lightbox E-Miles donor acquisition Premium/Incentive Segmentation w/ targeted asks Join, re-join, upgrade Different ask string
- 18. @nokidhungry @donordigital @wendymarinaccio Online Advertising Campaign
- 21. @nokidhungry @donordigital @wendymarinaccio In the mail ¨ Current donors ¤ Mailed appeal – on the response form (organic) ¤ Mailed appeal – dedicated sustainer ask ¤ Monthly newsletter bangtail ¤ Welcome package to new donors
- 25. @nokidhungry @donordigital @wendymarinaccio Telefunding ¨ 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
- 27. @nokidhungry @donordigital @wendymarinaccio 0 50 100 150 200 250 300 350 400 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 Monthly Gi3s New Monthly Gi3s New Monthly Donations
- 29. @nokidhungry @donordigital @wendymarinaccio 3 Rules of Asking for More ¨ Just follow the rules 1. Specific upgrade amount 2. Process to avoid duplicating monthly gift 3. Get the data right
- 31. @nokidhungry @donordigital @wendymarinaccio Ask for more
- 33. @nokidhungry @donordigital @wendymarinaccio Retention ¨ Stewardship ¤ Acknowledgement & receipts ¤ Donor benefits ¤ Talk to sustainers like you know them ¤ Segment/suppress correctly ¨ Stop loss ¤ Keep credit cards current ¤ Telefunding
- 37. @nokidhungry @donordigital @wendymarinaccio Stop-loss ¨ Credit card expiration ¤ Donor services number easily accessible ¤ Staff member check for expired cards ¤ Triggered email series for upcoming expirations ¤ Website forms ¤ Mail ¤ Phone ¨ Other card issues ¤ Similar strategies for lost or stolen cards
- 38. @nokidhungry @donordigital @wendymarinaccio Donor services
- 39. @nokidhungry @donordigital @wendymarinaccio Re-engage Lapsed Donors
- 40. @nokidhungry @donordigital @wendymarinaccio We want you back ¨ Re-join attempts ¤ Triggered email series ¤ Annual receipt with lapsed member postcard ¤ Telefund ¤ Track re-acquired donors ¨ Back in the regular communications flow ¤ Email and mail mentions they are a former monthly donor ¤ Online ads
- 41. @nokidhungry @donordigital @wendymarinaccio Triggered email series
- 43. @nokidhungry @donordigital @wendymarinaccio Metrics & Tracking
- 44. @nokidhungry @donordigital @wendymarinaccio Metrics to Track 2013 Monthly Donor Blitz ¨ Upgraded Donors: 24 ¨ New Monthly Gifts: 369 ¨ Avg. Gift: $22 ¨ Avg. Total Giving: $198.99 ¨ Total Revenue: $73,429 ¨ Avg. Duration (months): 8.48 2014 Holiday Campaign ¨ Upgraded Donors: 0 ¨ New Monthly Gifts: 425 ¨ Avg. Gift: $31.97 ¨ Avg. Total Giving: $463.18 ¨ Total Revenue: $196,8514 ¨ Avg. Duration (months): 14.36
- 45. @nokidhungry @donordigital @wendymarinaccio 2013 Online Giving 0 1,000 2,000 3,000 4,000 5,000 6,000 One Time Sustainer
- 46. @nokidhungry @donordigital @wendymarinaccio Test, Test, Test
- 49. @nokidhungry @donordigital @wendymarinaccio Use our calculator when testing ¨ Ensure your tests have a statistically significant response ¨ 90% confidence indicates a 10% chance the result is not significant; best to be at 95%+ ¨ http://malwarwick.com/ response-significance- calculator/
- 50. @nokidhungry @donordigital @wendymarinaccio Sustainer Revenue Growth Over Time $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 Dec-‐10 Jun-‐11 Dec-‐11 Jun-‐12 Dec-‐12 Jun-‐13 Dec-‐13 Jun-‐14 Dec-‐14
- 51. @nokidhungry @donordigital @wendymarinaccio Take-Aways for large programs ¨ Spend as much time on retention and stop- loss as on recruitment ¨ Ask current monthly donors to upgrade ¨ Integrate your fundraising across channels
- 52. @nokidhungry @donordigital @wendymarinaccio Take-aways for small 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
- 54. We’ll always have Austin, TX… …but you can call us anytime! Wendy Marinaccio Husman Jeanne Horne wendy@donordigital.com jhorne@strength.org (510) 473-0366 (202) 649-4341 www.donordigital.com www.nokidhungry.org @donordigital @nokidhungry @wendymarinaccio Collaborative notes: http://po.st/bKNprK Session evaluation: https://www.surveymonkey.com/s/15NTCSessionEval?c=1445