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19NTC Sustainers

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SUSTAINERS:
Everyone
Wants Them
But How Do
You Get Them?
#19NTCsustainers

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BROUGHT TO YOU BY…
Rachel Kottler
Digital Account Manager
Lautman Maska
Neill & Company
rkottler@lautmandc.com
Kristina Wi...

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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?

Editor's Notes

  • Go through each question. Point being people are used to automatic payment.

    Assigned: RK
  • Assigned: RK
  • $18 average online monthly gift.
    Assigned: RK
  • Assigned: RK
  • Assigned: RK
  • Assigned: DB

    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.

    Year-over-year retention
  • Assigned: DB

    Haven’t started text yet – but is the goal.
  • Assigned: RK
    Examples show integration with TM invite
  • Assigned: RK

    Societal benefits are used here.
    Expect 100-200 new sustainers from these invites.
  • Assigned: RK
  • Assigned: RK
  • Assigned: RK

    60 sustainers
  • Assigned: RK

  • Assigned: RK
  • Assigned: DB

    Renewal campaign got 53 sustainers – goal was 15
  • Assigned: DB

    David talk through how often they message sustainers with fundraising ask
  • DB
  • Assigned: DB
  • Assigned: DB

    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
  • Assigned: DB

    Tested into nudge (RK to get details)
    Tested colors (no statistical difference)
  • Assigned: DB
  • Assigned: DB
  • Assigned: DB
    Started doing these in 2017 – seeing solid results (a few hundred upgrades)
    ADD RESULTS
  • Assigned: KW
  • 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

    Assigned: KW
  • Assigned: KW
  • Overall retention is 68% (due to canvass being low)

    Assigned: KW
  • 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.
  • AssignedKW
  • 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
  • Assigned: KW
  • 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)

    Assigned: RK
  • (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%)

    Assigned: RK
  • Costs will be higher than with a 1x offer.
    HRC has seen most success with premium offers
    Assigned: RK
  • Assigned: KW
  • Assigned: KW
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  • Assigned: KW
  • 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
  • Assigned: KW

    These combined for 267 upgrades
  • Assigned: KW
  • TM started in 2018

    Assigned: KW
  • Other ideas: telemarketing, pop-up
    Highlight how the donor opts in.

    Assigned: KW
  • 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.
  • Assigned: RK

    Make them feel good.

    Very few cancels.
  • Assigned: RK

    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.
  • Assigned: RK
  • Assigned: RK

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