DMANF Chicago: Digital Day - Sustainers
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An overview of how to acquire, maintain, cultivate and retain sustainers using real-world tactics and technology.
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DMANF Chicago: Digital Day - Sustainers
- 1. Sustainers Everybody wants them, but what are the best tactics to get them?
- 2. The Power of Sustainers Consistent, Reliable Support Highly Valuable Donors Excellent Retention
- 3. The Power of Sustainers *Data provided by Integral.
- 4. The Power of Sustainers Retention Rates by Channel (12 Month): ◦ DRTV/Web 65-75% ◦ TM and DM 70% ◦ F2F 45-55% ◦ Online Ads 60% *Data provided by Integral.
- 5. Setting the Stage Getting Sustainers Maintaining Sustainers Special Sustainer Campaigns Lapsed Sustainers
- 6. GETTING SUSTAINERS Setting the Stage
- 7. Types of Sustainers New to File as Sustainers Existing Donors Converted to Sustainers
- 8. Acquiring as Sustainers Primary donation pages / Organic sustainers Social media Advertising Face to Face
- 11. Converting Existing Donors Email Invites Website Donation Forms/Intercepts Non-Digital ◦ Telemarketing ◦ Direct Mail (Acks)
- 12. Email Invite +3%
- 13. Intercept 2%
- 15. MANAGING EXISTING SUSTAINERS Setting the Stage
- 16. Data Challenges Multiple Databases
- 17. Segmentation / Suppression Excluded from Everything Selectively Included
- 19. SPECIAL SUSTAINER CAMPAIGNS Setting the Stage
- 20. Types of Special Campaigns Upgrades Pre-Lapsed Additional Asks System Transitions
- 22. Pre- Lapsed
- 23. Addition al Asks
- 24. A Note About System Transitions
- 28. Multi-Channel Communication Sometimes, an Old School Method is Part of the Solution. ◦ Letters ◦ Phone Calls ◦ AND Emails
- 29. When to “Give Up” When Does a Lapsed Sustainer Become a Lapsed Donor? Data Challenges – Flags, Suppressions, etc
- 31. How to Reach Me heather.marsh@abdata.com
Editor's Notes
- Standard ask (with a form that allows for 1-time or monthly giving) vs a monthly only ask, for Amnesty # of donors is lower and our immediate gift total is lower, but the 12-month value is equal.
- Technology challenge: Defenders wanted to keep all of their sustainer processing in one place with PSI but they wanted the forms to look seamless between their primary donation forms (which are on Convio Luminate) and their sustainer form. We were able to build a form that looks and feels like all of their other donation forms but pushes the donation processing to PSI. The donor still sees a similar thank you page and receives an email think you post-donation.
- YMMV… Some orgs find that paid ads are worth the up front investment, but it can be a hard pill to swallow. Need back end metrics/goals established up front on goals, min acceptable results.
- Overall sustainer count increased by 3%
- Logic: Version A $1 – $150 = Show $15, $151 – $250 = Show 10% of one-time gift, $251+ = Don’t show intercept. Version B $1 - $50 = Show $5, $51 - $250 = Show 10% of one-time gift, $251+ = Don’t show intercept.
- ERD multi-channel example. Lightbox: 52 sustainers. $56/avg Email: 23 sustainers. $37/avg DM: 57 sustainers, $24/avg, 238 one-time donors.
- TM acquired sustainers, recent giving may reflect, lapsed/current status may not be accurate. Major donors.
- Sustainers are people… don’t stop talking to them! And in special cases, they will give more… Gift catalog. Sustainers don’t commit to the maximum they can give each month, they choose an amount they are comfortable giving.
- Amnesty suppresses sustainers from many of our standard fundraising asks, but we do include them in rapid response fundraising efforts that are opportunities for additional one-time gifts.
- Don’t need fancy technology (though it can help!)
- You CAN take your data with you. Failing that… techniques to try.
- Make your system work for you!
- We launched a recapture email series this year, which reaches out to donors from any channel whose credit card gift fails. I can speak to the length of the series and the mechanics (we pull queries from our database of record, send email via Engaging Networks, and direct clickers to a form connected with our database of record instead of our eCRM, since that is easier for our direct response folks to process), as well as initial results.