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npCONNECT Canada: Building Blocks for Sustained Giving Appeal


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Here is a Canada focused version that also includes screen shots of the Luminate Online platform. I walk through examples of what is happening today in monthly giving then discuss ways to incorporate that into your own strategy.

Published in: Government & Nonprofit
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npCONNECT Canada: Building Blocks for Sustained Giving Appeal

  1. 1. Building Blocks for Sustained Giving Strategy Danielle Johnson Vermenton, CFRE npCONNECT
  2. 2. #npCONNECT Building Blocks for a Sustained Giving Appeal Danielle Johnson Vermenton, CFRE @djvermenton Principal Consultant #npCONNECT
  3. 3. So what do we know?
  4. 4. ■ Lifetime value of a sustainer is ALWAYS higher ■ Generates predictable revenue ■ Retention is significantly increased ■ Appeals to the generations ■ Sustainer program is a strong 2nd gift strategy ■ Sustainers are strong Planned Giving prospects
  5. 5. ■ Builds a better relationship with donors ■ Keep donors giving longer ■ A sustainer program lowers your overall costs of fundraising ■ Sustainer income grows over time Hidden Gold: How monthly giving will build donor loyalty, boost your organizations income, and increase financial stability (Bonus Books, Chicago, 1999) by Harvey McKinnon
  6. 6. What’s happening today?
  7. 7. © 2012 Blackbaud, Inc. It’s easy to become a monthly donor
  8. 8. © 2012 Blackbaud, Inc.
  9. 9. © 2012 Blackbaud, Inc.
  10. 10. © 2012 Blackbaud, Inc. Promote with multi-message campaigns
  11. 11. © 2012 Blackbaud, Inc. Ongoing Tactics
  12. 12. Used to convert one-time donors to sustaining donors. Over the 5 months, 10% of one-time donors converted to sustainers. USING LIGHTBOXES FOR UPSELLS
  13. 13. • What else…something to add from Chas? INTEGRATION ACROSS CHANNELS
  14. 14. OTHER ONGOING TACTICS Monthly gifts are the first option in campaigns Gratitude strategy just for monthly donors Donor can manage their giving online Welcome Series with a sustainer ask
  15. 15. © 2012 Blackbaud, Inc. Building blocks Making it practical for you
  16. 16. BASIC BUILDING BLOCKS Technology to process & recognize online monthly gifts Ability to manage expiring credit cards Easy reporting Easy querying Software solution that can automate and segment email communications
  17. 17. ONLINE DONATION FORM Monthly giving is prominent on your website – easy to find Dedicated monthly donation form Gift levels tied to impact on the form Form is concise – fewer fields means lower “abandonment” (don’t be tempted to ask other questions) Customize the autoresponder (TY)
  18. 18. © 2012 Blackbaud, Inc.
  19. 19. A WINNING APPEAL Run multi-message appeal campaigns with a dedicated donation form Segment messaging Connect amounts to impact & mission Add immediacy with a deadline Integrate offline & online channels
  20. 20. It starts with your audience: Constituent360
  21. 21. You create the campaign and message
  22. 22. Then craft integrated, targeted messages
  23. 23. Do more by customizing & personalizing
  24. 24. 25 Compelling opening statement Clear call to action Spell out the impact Create a movement Bullets create natural white space Action Link & Buttons
  25. 25. © 2012 Blackbaud, Inc. APPEALS TIP: THINK MOBILE Of all emails were opened on mobile devices 51%
  26. 26. 6/12/2015 Blackbaud Confidential 27 Download the appeals workbook
  27. 27. ONGOING MAINTENANCE It isn’t a competition for donors Have a customer experience Monitor transactions Benchmark results Add tactics as program matures Celebrate milestones
  28. 28. Dig into the details, understand what’s working
  29. 29. Have a Customer Service Plan Who will handle donor inquiries Can the donor manage their giving online Will you suppress donors from other campaigns Keep the ones you love Develop a gratitude with attitude strategy Integrate recognition in other communications
  30. 30. © 2012 Blackbaud, Inc. CHART A PATH TO SUCCESS Develop a year long plan Manage the customer & donor experience Report & manage monthly Identify the tactics & timing for your strategy Start with the right technology & processes
  31. 31. Q A
  32. 32. Let’s keep the conversation going! @djvermenton Blackbaud Index Canada All things Blackbaud Canada Best practices, Trends, Thought Leaders