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Play It Again, Sam
Monthly Giving Programs for sustaining
donations “As Time Goes By”
PRESENTED BY JEANNE HORNE, SHARE OUR...
Here’s lookin’ at you, kid
2 #bbcon
‘As Time Goes By,’
monthly donors rule with
#NoKidHungry #Donordigital.
Here’s looking at you, #BBCon.
3 #bbcon
Tweet this...
Share Our Strength
Jeanne Horne
Senior Manager, Digital Communications
Share Our Strength
P  No Kid Hungry is ending chil...
Donordigital
Wendy Marinaccio Husman
Senior Account Executive
Donordigital
P Integrated, multi-channel strategy
P High-l...
Why Monthly Giving Rules!
•  Revenue you can count on
•  Increase donor lifetime value
•  No need to renew
•  Planned givi...
Monthly Giving
Components of A Program
•  Recruitment
•  Upgrades
•  Re-engagement
•  Retention
•  Tracking
•  Testing
Recruitment
9 #bbcon
Organic monthly gifts
Website 
Promotion
Monthly giving upsell lightbox
Monthly giving upsell lightbox
Monthly giving upsell lightbox
New Donor Welcome Series
Sustainer “BLITZ” campaign
Components:
Goal, deadline & thermometer
Email series
Direct mail piece
Tele-funding
Integrated...
Online Advertising Campaign
Appeal Emails
In the mail
Current donors
•  Mailed appeal – on the response form (organic)
•  Mailed appeal – dedicated sustainer ask
• ...
Telefunding
•  Phones are the #1 offline recruitment
channel
•  Target audiences
•  Get people on the phone as soon as the...
0	
  
50	
  
100	
  
150	
  
200	
  
250	
  
300	
  
350	
  
400	
  
1000	
  
1200	
  
1400	
  
1600	
  
1800	
  
2000	
  ...
Upgrades
30 #bbcon
3 Rules of Asking for More
Just follow the rules:
1.  Use specific upgrade amount
2.  Process to avoid duplicating monthly...
Retention
33 #bbcon
Retention
•  Stewardship
•  Acknowledgement & receipts
•  Donor benefits
•  Talk to sustainers like you know them
•  Segme...
Acknowledgements & Benefits
Stop-loss
•  Credit card expiration
•  Donor services number easily accessible
•  Staff member check for expired cards
•  ...
Donor services
Re-engage lapsed donors
39 #bbcon
We want you back
•  Re-join attempts
•  Triggered email series
•  Annual receipt with lapsed member postcard
•  Phone call...
Triggered email series
Metrics & tracking
43 #bbcon
Metrics to Track
•  Total revenue by campaign, month and
year over year
•  Break out monthly from single gifts
•  New mont...
Test, test, test
45 #bbcon
Monthly
Donation
Page
Dedicated form testing
Before & After
Use our calculator when testing
•  Ensure your tests have
a statistically
significant response
•  90% confidence
indicates...
Monthly Sustainer Revenue Growth Over Time
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
Dec-10 Jun-11 D...
Take-aways for large programs
•  Spend as much time on retention and stop-loss as
on recruitment
•  Ask monthly donors to ...
Take-aways for small programs
•  Improve best practices throughout your
fundraising
•  Create a dedicated monthly giving d...
Questions?
Wendy Marinaccio Husman Jeanne Horne
wendy@donordigital.com jhorne@strength.org
(510) 473-0366 (202) 649-4341
www.donordig...
Monthly Giving Talk at the 2015 Blackbaud Conference
Monthly Giving Talk at the 2015 Blackbaud Conference
Monthly Giving Talk at the 2015 Blackbaud Conference
Monthly Giving Talk at the 2015 Blackbaud Conference
Monthly Giving Talk at the 2015 Blackbaud Conference
Monthly Giving Talk at the 2015 Blackbaud Conference
Monthly Giving Talk at the 2015 Blackbaud Conference
Monthly Giving Talk at the 2015 Blackbaud Conference
Monthly Giving Talk at the 2015 Blackbaud Conference
Monthly Giving Talk at the 2015 Blackbaud Conference
Monthly Giving Talk at the 2015 Blackbaud Conference
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Monthly Giving Talk at the 2015 Blackbaud Conference

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Wendy Marinaccio Husman and Jeanne Horne presented Play It Again, Sam at BBCon 2015 in Austin, TX.

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Monthly Giving Talk at the 2015 Blackbaud Conference

  1. 1. Play It Again, Sam Monthly Giving Programs for sustaining donations “As Time Goes By” PRESENTED BY JEANNE HORNE, SHARE OUR STRENGTH WENDY MARINACCIO HUSMAN, MAL WARWICK|DONORDIGITAL
  2. 2. Here’s lookin’ at you, kid 2 #bbcon
  3. 3. ‘As Time Goes By,’ monthly donors rule with #NoKidHungry #Donordigital. Here’s looking at you, #BBCon. 3 #bbcon Tweet this now
  4. 4. Share Our Strength Jeanne Horne Senior Manager, Digital Communications Share Our Strength P  No Kid Hungry is ending childhood hunger in America P  Feeding kids where they live, learn and play P  Engaging the public to make child hunger a national priority
  5. 5. 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
  6. 6. Why Monthly Giving Rules! •  Revenue you can count on •  Increase donor lifetime value •  No need to renew •  Planned giving prospect pool •  Donor preference: “set it & forget it”
  7. 7. Monthly Giving
  8. 8. Components of A Program •  Recruitment •  Upgrades •  Re-engagement •  Retention •  Tracking •  Testing
  9. 9. Recruitment 9 #bbcon
  10. 10. Organic monthly gifts
  11. 11. Website Promotion
  12. 12. Monthly giving upsell lightbox
  13. 13. Monthly giving upsell lightbox
  14. 14. Monthly giving upsell lightbox
  15. 15. New Donor Welcome Series
  16. 16. 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 with targeted asks: Join, renew, upgrade Segment versioning for ask string
  17. 17. Online Advertising Campaign
  18. 18. Appeal Emails
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Upgrades 30 #bbcon
  23. 23. 3 Rules of Asking for More Just follow the rules: 1.  Use specific upgrade amount 2.  Process to avoid duplicating monthly gift 3.  Get the data right
  24. 24. Retention 33 #bbcon
  25. 25. Retention •  Stewardship •  Acknowledgement & receipts •  Donor benefits •  Talk to sustainers like you know them •  Segment/suppress correctly •  Stop loss •  Keep credit cards current •  Telefunding
  26. 26. Acknowledgements & Benefits
  27. 27. 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/stolen or reissued cards
  28. 28. Donor services
  29. 29. Re-engage lapsed donors 39 #bbcon
  30. 30. We want you back •  Re-join attempts •  Triggered email series •  Annual receipt with lapsed member postcard •  Phone calls •  Track re-acquired donors •  Back in the regular communications flow •  Conditionalize content •  Online ads targeted to lapsed sustainers
  31. 31. Triggered email series
  32. 32. Metrics & tracking 43 #bbcon
  33. 33. Metrics to Track •  Total revenue by campaign, month and year over year •  Break out monthly from single gifts •  New monthly donors •  Upgraded donors •  Avg. gift amounts •  Avg. duration (months) on file •  Source of gifts
  34. 34. Test, test, test 45 #bbcon
  35. 35. Monthly Donation Page Dedicated form testing
  36. 36. Before & After
  37. 37. 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/
  38. 38. Monthly Sustainer Revenue Growth Over Time $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 $80,000 Dec-10 Jun-11 Dec-11 Jun-12 Dec-12 Jun-13 Dec-13 Jun-14 Dec-14 Jun-15
  39. 39. Take-aways for large programs •  Spend as much time on retention and stop-loss as on recruitment •  Ask monthly donors to upgrade •  Integrate monthly asks across channels •  Treat your monthly donors like you know them
  40. 40. 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
  41. 41. Questions?
  42. 42. 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 We’ll always have Austin, TX… …but you can call us anytime!

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