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19NTC Sustainers

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Sustainers: Everyone wants them, how do you get them

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19NTC Sustainers

  1. 1. SUSTAINERS: Everyone Wants Them But How Do You Get Them? #19NTCsustainers
  2. 2. BROUGHT TO YOU BY… Rachel Kottler Digital Account Manager Lautman Maska Neill & Company rkottler@lautmandc.com Kristina Williams Senior Manager – Membership Operations Human Rights Campaign Kristina.Williams@HRC.org David Ballinger Online Fundraising & Advocacy Manager Physicians Committee Dballinger@PCRM.org #19NTCsustainers
  3. 3. • 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 #19NTCsustainers
  4. 4. Check Out These Stats #19NTCsustainers
  5. 5. AVERAGE EMAIL REVENUE/DONOR $216 A YEAR 0 50 100 150 200 250 Monthly Giving (Annualized) One-Time Gifts $76 Source: M+R 2018 Benchmarks #19NTCsustainers Monthly donors 3x annual value
  6. 6. 2017 REVENUE GROWTH Source: M+R 2018 Benchmarks #19NTCsustainers 40% 19% MONTHLY GIVING ONE-TIME GIFTS
  7. 7. MONTHLY GIVING: % OF ONLINE REVENUE Source: M+R 2018 Benchmarks #19NTCsustainers
  8. 8. CASE STUDY
  9. 9. TWO MESSAGES : TWO PROGRAMS ANIMAL WELFARE NUTRITION/HEALTH
  10. 10. PROGRAM HISTORY Launched in 2007 with 1,446 sustainers Mail & Telemarketing #19NTCsustainers
  11. 11. REMEMBERING RODNEY SOCIETY: TODAY #19NTCsustainers  7,000 monthly donors  11% of donors give monthly  22% of annual revenue comes from sustainers
  12. 12. WHAT CHANNELS DO WE USE? Direct Mail Email Website Mobile Telemarketing #19NTCsustainers
  13. 13. SUSTAINER INVITE CAMPAIGNS REMEMBERING RODNEY SOCIETY
  14. 14. INTEGRATED SUSTAINER INVITES  3-4 annual sustainer invite email campaigns Timed with telemarketing and mail efforts #19NTCsustainers
  15. 15. HIGHLIGHT BENEFITS #19NTCsustainers
  16. 16. Strong Case For Support #19NTCsustainers
  17. 17. Try A Match #19NTCsustainers Prospects: 0.03% conversion Appeal: 0.34% conversion
  18. 18. LAND POST-ACTION ON MONTHLY! #19NTCsustainers 27% of campaign sustainers
  19. 19. Email From Member Didn’t Work #19NTCsustainers Post-action – 6x more sustainers
  20. 20. Invoices Less Successful #19NTCsustainers Regular invite – 4x more sustainers
  21. 21. Dual Ask in Renewal Emails #19NTCsustainers 3x sustainer goal
  22. 22. Send 3-4 Fundraising Messages at Year-end #19NTCsustainers
  23. 23. DONATION FORM IMPROVEMENTS
  24. 24. Old Form – Clicked Off to a New Page
  25. 25. Tested into dual-ask form #19NTCsustainers
  26. 26. #19NTCsustainers << Tested nudge
  27. 27. CONTACTING YOUR SUSTAINERS
  28. 28. Sustainer Cultivation #19NTCsustainers
  29. 29. Victory Announcement #19NTCsustainers
  30. 30. Upgrades Work Too! #19NTCsustainers
  31. 31. Best Practices If it isn’t broken, don’t fix it! Don’t be afraid to ask sustainers for one- time gifts Make your pitch when prospects are at their most engaged
  32. 32. CASE STUDY
  33. 33. TWO TYPES OF RECURRING GIFTS HRC PARTNERS Monthly donors who give less than $100/month AUTO-RENEWAL Donors opt into having donation automatically charged at the same time annually Note: HRC also has a high dollar sustainer program, Federal Club. #19NTCsustainers
  34. 34. WHO IS MOST LIKELY TO MAKE RECURRING DONATIONS? #19NTCsustainers HRC’S MONTHLY DONORS
  35. 35. HISTORY OF HRC’S SUSTAINER PROGRAM Launched in 1990’s with 2,000sustainers Invested heavily in the pipeline (new donor acquisition, membership conversions) #19NTCsustainers
  36. 36. HRC TODAY 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: Online: 75% Direct Mail: 79% #19NTCsustainers
  37. 37. WHAT CHANNELS DO WE USE? Everything We Can! Direct Mail Email Website Online Ads Mobile Canvass Telemarketing #19NTCsustainers
  38. 38. HOW CAN YOU SUCCEED TOO #19NTCsustainers
  39. 39. ON THE STREET: Street canvassing brings in highest number of new Partners Requires large infrastructure and support 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
  40. 40. • Monthly-First mantra from the beginning in new one-time donor welcome packets DIRECT MAIL WELCOME KIT: #19NTCsustainers
  41. 41. 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? TELEMARKETING #19NTCsustainers
  42. 42. • Toggle form is key • Try pre-selecting monthly tab 3x increase in new Partners at roll-out! ONLINE: MAKE IT EASY AND OBVIOUS #19NTCsustainers
  43. 43. INVITE CAMPAIGNS Vary ask based on prior giving #19NTCsustainers
  44. 44. SWITCH IT UP! Plain text #19NTCsustainers Graphic- heavy
  45. 45.  Use a goal and a deadline  Broad themes: “rights on the line” THREATS AND URGENCY ARE MOTIVATORS #19NTCsustainers
  46. 46. #19NTCsustainers
  47. 47. USE MARKETING AUTOMATION #19NTCsustainers
  48. 48. Monthly Checkbox LIGHTBOX WITH MONTHLY OPTION IN HIGH TRAFFIC MOMENTS #19NTCsustainers
  49. 49. With email or mail sustainer invite campaigns In urgent situations, send a text USE MOBILE TO INTEGRATE IT! #19NTCsustainers
  50. 50. FACEBOOK ADS: Go after your donors Premium offers work best for HRC Great cost per click #19NTCsustainers
  51. 51. WHAT DO YOU DO WHEN SUSTAINERS LAPSE #19NTCsustainers
  52. 52. GET THEM BACK…  Use a credit card updater- HRC can recapture 50% of all credit cards this way in 1st month.  Email decline series  Decline mailing  Reactivation TM campaign  Promote EFT  New: text messaging #19NTCsustainers
  53. 53. IF YOU CAN’T GET THEM BACK RIGHT AWAY… Set up an automated email to reactivate them after 6 months Put them back into your regular renewal efforts TM reactivation calling #19NTCsustainers
  54. 54. WILL THEY EVER GIVE MORE? #19NTCsustainers
  55. 55. PLAN UPGRADE CAMPAIGNS #19NTCsustainers
  56. 56. SMS WORKS HERE TOO! #19NTCsustainers
  57. 57. WHAT ABOUT AUTO- RENEW? #19NTCsustainers
  58. 58. LAUNCHED IN 2016: Tested in mail and online first First year saw 7,000 donors choose this option 78% acquired through web Average gift was $48 #19NTCsustainers
  59. 59. Auto Renew ADD A CHECKBOX ONTO YOUR DONATION FORM #19NTCsustainers
  60. 60. SUBTLE IN MAIL: “AT CHECKOUT” DECISION Auto Renew Auto Renew #19NTCsustainers
  61. 61. Prospects converting at 25%! #19NTCsustainers POST-DONATION POP-UP
  62. 62. Reminder email is sent 2 weeks before next gift charge REMIND THEM! Reminder email is sent 2 weeks before next gift charge #19NTCsustainers
  63. 63. EMAIL RECAPTURE 60-70% of auto-renewal gifts are successful at first run. Recapture email is sent one month after billing info declines. #19NTCsustainers
  64. 64. TO D AY 10-20% of campaign donations choose the auto- renew option 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. #19NTCsustainers
  65. 65. BEST PRACTICES 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 #19NTCsustainers
  66. 66. Rachel Kottler Digital Account Manager Lautman Maska Neill & Company rkottler@lautmandc.com Kristina Williams Senior Manager - Membership Human Rights Campaign Kristina.Williams@HRC.org David Ballinger Online Fundraising & Advocacy Manager, Physicians Committee Dballinger@PCRM.org #19NTCsustainers Any Questions?

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