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Turning One-Time Donors into
Sustaining Donors
@cornershop
cornershopcreative.com
About Us
We’re a creative online
services agency dedicated
to empowering nonprofits
and small businesses via:
• Strategic ...
Why Recurring Gifts?
• More revenue
– One-time donors = average total gift of $97
– Recurring donors = average annual gift...
Donation Amounts
• What’s the highest one-time amount on
your donation form?
• If someone donates monthly, they will give
...
Amounts
Script generates different
donation amounts when
donor
chooses
recurring
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 ...
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 ask...
Let’s do math
Let’s do math
• Conversion rate = 5%
• One time average gift = $100
• Average recurring amount = $20/month (or
$240/year)
...
Summary
• Always offer a custom donation amount
option
• Improve your design to build trust and
confidence
• Utilize multi...
Find us online
cornershopcreative.com
@cornershop
Turning one-time Donors into Sustaining Donors
Turning one-time Donors into Sustaining Donors
Turning one-time Donors into Sustaining Donors
Turning one-time Donors into Sustaining Donors
Turning one-time Donors into Sustaining Donors
Turning one-time Donors into Sustaining Donors
Turning one-time Donors into Sustaining Donors
Turning one-time Donors into Sustaining Donors
Turning one-time Donors into Sustaining Donors
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Turning one-time Donors into Sustaining Donors

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Are you looking for an easy way to increase donations? Try asking for a smaller, but recurring monthly gift, rather than a larger one-time gift. Donors who sign up for recurring donations net more lifetime donations than those who gift individual donations.

Presenter: Ira Horowitz, Cornershop Creative

RELATED LINKS:
- cornershopcreative.com
- https://www.salsalabs.com/support-community/blog
- https://www.salsalabs.com/search?search_api_views_fulltext=segmentation

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

  1. 1. Turning One-Time Donors into Sustaining Donors @cornershop cornershopcreative.com
  2. 2. About Us We’re a creative online services agency dedicated to empowering nonprofits and small businesses via: • Strategic planning • Website design • Campaign execution • Salsa implementation
  3. 3. 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 Report www.stayclassy.org/blog/top-5-reasons-to-invest-in-monthly-recurring-donations
  4. 4. 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
  5. 5. Amounts Script generates different donation amounts when donor chooses recurring
  6. 6. Design • The way you ask matters! • Provide a great user experience • Create trust with nice form • Keep it simple
  7. 7. 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/
  8. 8. Incentives • Motivate recurring donors by offering benefits or gifts they wouldn’t get as one-time donors
  9. 9. 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%
  10. 10. Let’s do math
  11. 11. 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
  12. 12. 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
  13. 13. Find us online cornershopcreative.com @cornershop
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