But How Do
You Get Them?
BROUGHT TO YOU BY…
Digital Account Manager
Neill & Company
Senior Manager –
Human Rights Campaign
Online Fundraising &
• You subscribe to some kind of content streaming platform (i.e. Netflix, Hulu, Amazon, etc.)
• You give monthly to a charity
• You have at least one bill set on auto-pay
TWO TYPES OF RECURRING GIFTS
Monthly donors who give
less than $100/month
Donors opt into having donation
automatically charged at the
same time annually
Note: HRC also has a high dollar sustainer
program, Federal Club.
WHO IS MOST LIKELY TO MAKE RECURRING DONATIONS?
HISTORY OF HRC’S SUSTAINER PROGRAM
Launched in 1990’s with 2,000sustainers
Invested heavily in the pipeline (new donor acquisition, membership conversions)
HRC has over 83,000 sustainers raising more than $1.1 million/month
23% of HRC’s overall revenue each month comes from monthly gifts
37% of HRC’s donors give monthly
HRC sees the best retention via:
Direct Mail: 79%
WHAT CHANNELS DO WE USE?
Everything We Can!
ON THE STREET:
Street canvassing brings in
highest number of new Partners
Requires large infrastructure and
47% growth since FY16
(more than 31,000 last year!)
Highest revenue of any channel
($2 million in FY18)
Lowest average gift and
retention of any channel
• Monthly-First mantra
from the beginning in new
one-time donor welcome
DIRECT MAIL WELCOME KIT:
NEW DONOR CONVERSION
• Every other month
• Currently seeing a 3% sustainer rate
I’m calling to welcome you as one
of HRC’s newest members.
We must be stronger than our
enemies – will you help by joining
the monthly Partners program?
• Toggle form is key
• Try pre-selecting monthly tab
3x increase in
ONLINE: MAKE IT EASY AND OBVIOUS
Vary ask based on
SWITCH IT UP!
Use a goal and a deadline
Broad themes: “rights on the line”
THREATS AND URGENCY ARE
With email or mail sustainer invite campaigns
In urgent situations, send a text
USE MOBILE TO INTEGRATE IT!
Go after your donors
Premium offers work
best for HRC
Great cost per click
Use a credit card updater- HRC
can recapture 50% of all credit
cards this way in 1st month.
Email decline series
Reactivation TM campaign
New: text messaging
IF YOU CAN’T GET THEM
BACK RIGHT AWAY…
Set up an automated email
to reactivate them after 6
Put them back into your
regular renewal efforts
TM reactivation calling
Tested in mail and online first
First year saw 7,000 donors choose this option
78% acquired through web
Average gift was $48
ADD A CHECKBOX
SUBTLE IN MAIL:
Reminder email is sent 2 weeks
before next gift charge
Reminder email is
sent 2 weeks before
next gift charge
60-70% of auto-renewal gifts
are successful at first run.
Recapture email is sent one
month after billing info declines.
TO D AY
10-20% of campaign donations choose the auto-
More than 15,000 current donors have this pledge
with a 70% retention rate
7% of all monthly donors have this one-time gift, in
addition to the monthly pledge.
For sustainer recruitment and upgrade:
Make it multi-channel
Mix up your email formats
Make joining feel exclusive
Highlight what the donor gets out of it
Segment if possible
Digital Account Manager
Lautman Maska Neill & Company
Senior Manager - Membership
Human Rights Campaign
Online Fundraising &
Go through each question. Point being people are used to automatic payment.
$18 average online monthly gift. Assigned: RK
Add a circle for the RRS – today we are focusing on animal.
Pulled up this mailing from 2009
Mention EFT was used in mail back then. Assigned: DB
Assigned: DB David, can you confirm these numbers – they are from last year.
Haven’t started text yet – but is the goal.
Assigned: RK Examples show integration with TM invite
Societal benefits are used here. Expect 100-200 new sustainers from these invites.
Renewal campaign got 53 sustainers – goal was 15
David talk through how often they message sustainers with fundraising ask
Tested 1-page versus the multi-page. This one was easier to use and we saw no difference in gifts.
And first draft new form: https://secure2.convio.net/pcrm/site/Donation2?idb=1204963772&df_id=25926&mfc_pref=T&25926.donation=form1&autologin=true&idb=0
Tested into nudge (RK to get details) Tested colors (no statistical difference)
Assigned: DB Started doing these in 2017 – seeing solid results (a few hundred upgrades) ADD RESULTS
Assigned: KW Note: HRC also has a high dollar sustainer program, Federal Club.
Boomers are most likely to make recurring donations on a monthly, quarterly or yearly basis. For HRC it is different! Close to 35 – GenX/Y
Overall retention is 68% (due to canvass being low)
Assigned: KW LESLEY HAD A COMMENT HERE: It would be great to show a slide that breaks down new partners by channel. You will want to tell people that MOST of them come from canvass. Then online.
8% increase from FY17-Fy18
Assigned: KW ***Start off by telling people not everyone can start a canvassing program but HRC has been fortunate to do so and it is the largest source of monthly donors.
Assigned: KW For website – test pre-selecting sustainer tab.
Just having toggle is really the key. Launched in November 2015, immediate saw huge boost in sustainers going into year-end simply from having toggle. Most campaigns see about 10% toggle over to become Partners.
Assigned:RK This example is from June sustainer invite – recruited over 1,000 sustainers ($13 avg. gift). – this email alone had 374 – most Partners ever! ( 0.01% response from prospects, 0.07% response from low $ donors, 0.21% response rate from high $) Use behavior – vary ask Call out past involvement, thank them. Doesn’t need to look fancy.
Assigned:RK Switch format Switch sender Vary ask – prospect email got 203 Partners – most ever! – 50% of campaign Partners. People respond differently to different emails – text may work!
Assigned: RK If urgent situation arises, good time to recruit sustainers. Design doesn’t have to be cumbersome. Use urgency. This email also did well for 1x giving even though it didn’t ask for it – 163 Partners, $11,000 1x
Assigned: RK Dual ask in almost all pre/post campaigns. January email 1 brought in 141 Partners – about 40% of the campaign goal. Appeal sustainer ask first in match campaign - .18% response rate (131 new sustainers) Have also tried for appeal doing match all sustainer gifts for a year. Highlight based support.
New Member Welcome – Partner invite email + This slide also shows that you don’t need a fancy graphic (go take one with a cell phone and it’ll work)
(year-end, breaking news) Year-end isn’t a huge generator of Partners via the lightbox – 33 in 2017, 12 in 2018, but still worth it Assigned: RK
Mobile sees better response rate on average because more people open their texts. Text saw 6x the response rate as email (0.16%)
Costs will be higher than with a 1x offer. HRC has seen most success with premium offers Assigned: RK
Pride month example Thank the donor Doesn’t have to be a large lift in terms of creative
(FYI, mug campaign email got .36% response rate (163 Partners out of 572 total – campaign beat goal by 27%) Assigned: KW
These combined for 267 upgrades
TM started in 2018
Other ideas: telemarketing, pop-up Highlight how the donor opts in.
Assigned: KW Including it in renewal mail series.
RK Tested on the website and saw 3x as many conversion and rolled out with prospects – seeing about 25% conversion.
Make them feel good.
Very few cancels.
After recycler + recapture emails, about an 80% retention.
Assigned: RK 15% of all online donations are auto-renewal Retention hovers around 80% for these people, compared to overall retention around 42%, and Partner retention around 70%. Recurring revenue is will be over $500,000 next FY 40% of sign-ups are NEW donors who also retain at 70% (typical retention = 25%) Partners who have this pledge are usually because they replied to a premium offer.