Monthly Giving Talk at the 2015 Blackbaud Conference
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This document summarizes a presentation about developing successful monthly giving programs. It discusses strategies for recruitment, upgrades, retention, and testing to increase the number and lifetime value of monthly donors. Key aspects include targeted asks across channels, stewardship of existing donors, and focusing on stopping lapsed donations as much as gaining new ones. Testing different donation forms and segmentation is important to continually improve programs. Long-term tracking of metrics like revenue and donor duration is also recommended.
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Monthly Giving Talk at the 2015 Blackbaud Conference
- 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. Here’s lookin’ at you, kid 2 #bbcon
- 3. ‘As Time Goes By,’ monthly donors rule with #NoKidHungry #Donordigital. Here’s looking at you, #BBCon. 3 #bbcon Tweet this now
- 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. 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. 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”
- 8. Components of A Program • Recruitment • Upgrades • Re-engagement • Retention • Tracking • Testing
- 14. Monthly giving upsell lightbox
- 15. Monthly giving upsell lightbox
- 16. Monthly giving upsell lightbox
- 17. New Donor Welcome Series
- 18. 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
- 22. Appeal Emails
- 23. 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
- 27. 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
- 29. 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
- 31. 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
- 34. Retention • Stewardship • Acknowledgement & receipts • Donor benefits • Talk to sustainers like you know them • Segment/suppress correctly • Stop loss • Keep credit cards current • Telefunding
- 37. 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
- 38. Donor services
- 39. Re-engage lapsed donors 39 #bbcon
- 40. 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
- 43. Metrics & tracking 43 #bbcon
- 44. 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
- 45. Test, test, test 45 #bbcon
- 47. Before & After
- 48. 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/
- 49. 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
- 50. 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
- 51. 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
- 52. Questions?
- 53. 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!