The document discusses strategies used by the ASPCA (American Society for the Prevention of Cruelty to Animals) to acquire and retain monthly donors, known as "Guardians", including mail, digital marketing, telemarketing, and face-to-face solicitation. It also outlines key metrics for sustainer programs like activation and retention rates, and details reactive retention efforts like recapture calls and mailings as well as proactive efforts like credit card updates. Additional asks are sometimes made to Guardians to increase gifts or make one-time donations on top of monthly commitments in order to provide additional funding for ASPCA's mission of preventing animal cruelty across the US

1. Mission of the ASPCA:
Provide effective means for the
prevention of cruelty to animals
throughout the United States.

2. Primary Sources of Donor Acquisition
Mail
DRTV Organic Web
Digital
Telemarketing
Face to Face

3. Samples of ASPCA’s Monthly Check Box + URL on Replies
Renewal
Appeal
0
2,000
4,000
6,000
8,000
10,000
12,000
2014 2015 2016
Sustainer Gifts Via
Monthly Check Box / URL
24%
24%
22%
14%
6%
6% 4%
Inception of Sustainer Gifts
Via Check Box and URLs
Renewal
Acquisition
Acknowledgement
Appeal
Spring
Calendar
Holiday

4. Sustainer Giving and
One-Time Giving are
not Mutually Exclusive

5. Additional One-Time Asks to Guardians
Additional One-Time Auto Gift Ask
Year Avg. Gift
Conversion
Rate
2014 $ 25.42 32.23%
2015 $ 30.61 30.87%
2016 $ 30.81 32.10%
2017 $ 32.61 30.68%
YTD Total $ 29.91 31.47%
Mr. /Mrs./Ms. __________ , on behalf
of the many animals whose lives are
touched by the ASPCA, THANK
YOU…but as we continue to provide
daily care for hundreds of animal, we’re
asking all of our monthly donors if they
would consider making an additional
one-time gift, with a credit card, right
now…. Would you consider going above
and beyond… by making an additional
one time today/tonight?

6. ASPCA Sustainer KPIs
• New to File
• 1st year
• 2+ Years
• Pay Type
• Decline Rate Auto
• CPMD
• ROI & LTV at 12, 24,36 months
• Monthly Attrition Rates
• Monthly Activation Rates

7. Retention: Sustainer Activation Rates and Donor Value

8. Any retention effort
should be both
reactive AND proactive

9. Reactive Retention Efforts:
Guardian Recapture
Phone
MailEmail

10. 0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
One Recap Effort Two Recap Efforts Three Recap Efforts
% Recapture Rate
Number of Recapture Touch Points % Lapsers Rejoin % Recap %
One Recap Effort 70.58% 22.10% 10.47%
Two Recap Efforts 27.60% 27.12% 15.01%
Three Recap Efforts 1.82% 64.58% 56.46%
Grand Total 100.00% 24.26% 12.56%
Reactive Retention Efforts: Sustainer Recapture

11. Proactive Retention Efforts: Account Updater
10.00%
15.00%
20.00%
25.00%
% REVENUE SAVED FROM DECLINES
Pick Up Card
New Card #
Invalid Pin #
Invalid Card #
Hard
Declines Authorization
Declined
Soft
Declines

12. Dear Jennifer,
Thank you for your support as an ASPCA Guardian. Your monthly gifts allow us to continue our life-saving
programs that help to rescue and protect animals across the country. Thanks to you, we’ve already assisted
thousands of animals this year from dire situations, providing them with the love, care, treatment and
second chances that they deserve.
Because there are still so many animals out there who need our help, and because we know how much
you care about them, we’re asking all of our ASPCA Guardians to increase their monthly gifts if they
possibly can. A few more dollars every month from each of our monthly members could make a huge
impact on the lives of the innocent animals we serve.
Current Monthly Pledge: $20
Credit Card Type: Visa
Last 4 Digits of Credit Card: 1234
Expiration Date: 12/15
Contact Info:
Jennifer Barisic
520 Eight Avenue 7th Floor
New York NY 10018
You play a vital role in all of our efforts to rescue animals and combat animal cruelty, and we truly
appreciate your support. Please ensure that we can reach even more animals who desperately need our
help.
If you would like to update your billing or contact info, or if you have any questions about your account,
please call our member support line at 800-628-0028. Any changes made to your account can take up to 30
days to take effect.
If you would like to update your account
information or if you have any questions,
please contact ASPCA Guardian member
support at (800) 628-0028.
Current Monthly Pledge: $20
Credit Card Type: Visa
Last 4 Digits of Credit Card: 1234
Expiration Date: 12/15
Proactive Retention Efforts:
Sustainer Upgrade

13. Retention: Understanding Why a Sustainer Cancels
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
%
2017 Cancellations by Reason
Economic Hardship Accidental Guardian Other
Top 3 Sustainer Cancellation Reasons:
• Economic Hardship (“I can’t afford it anymore”)
• Accidental Guardian (“I meant to do a one-time”)
• Other (“Prefer not say”, etc…)

14. Please remember to make pet
adoption your first option.
Thank you!