CCAH's Brenna Holmes & Alyssa Ackerman's 2pm Friday, Oct. 11, 2019 session on sustainer acquisition, stewardship, and reinstatement at the DC Engaging Networks Community Conference.

1. ENCC-DC 2019
New Thoughts
on an Old Trick
Building your recurring giving program for the future!
OCT. 11, 2019

2. ENCC-DC 2019
We are…
Brenna Holmes
VP, Digital Services
CCAH
bholmes@ccah.com
Alyssa Ackerman
Senior Digital Account Executive
CCAH
aackerman@ccah.com
ccah.com | @CCAHdirect

3. ENCC-DC 2019
Who Makes a Good Monthly Donor?
● New to file donors & members
● Donors who make multiple gifts
● Non-donor subscribers
○ Activists/petition signers, survey/quiz respondents, etc.
● Direct-to-sustainer new donor acquisition
● Modeled current donors members
Thanks
Netflix!

4. ENCC-DC 2019
How to get more monthly donors:
● Email
● Website promotions
○ “ad space”
○ Lightboxes, flyouts & popups
○ Donation form optimizations
● SMS
● Social Media
● Paid Promotion: Ads!
● Direct Mail, Telemarketing, Canvassing & Events
Everywhere!

5. ENCC-DC 2019
Invite Best Practices
● Be direct.
● Be future focused.
● Highlight impact & benefits.

6. ENCC-DC 2019
Invite Best Practices cont.
● Make it easy.
● Include it everywhere.

7. ENCC-DC 2019
Make Monthly Your Default

8. ENCC-DC 2019
Steward Your Monthly Donors

9. ENCC-DC 2019
Steward Your Monthly Donors

10. ENCC-DC 2019
The HUB

11. ENCC-DC 2019
Steward Your Monthly Donors
Sustainer New

12. ENCC-DC 2019
Sustainer 6 Month

13. ENCC-DC 2019
Sustainer 12 Month
2019: Car Magnet
2018: Notecards
2017: Tote Bag

14. ENCC-DC 2019
Re-Engage & Reinstate

15. ENCC-DC 2019
Case Study:
National Park Foundation
Sustainer Drive

16. ENCC-DC 2019
● The National Park Foundation generates private
support and builds strategic partnerships to
protect and enhance America’s national parks for
present and future generations.
● Historically, the September campaign focuses on a
fiscal year-end push for one-time gifts.
● This year, the National Park Foundation received a
corporate match to be used to recruit sustainers.
Background

17. ENCC-DC 2019
Goal:
Recruit 500 New Sustainers

18. ENCC-DC 2019
Campaign Building Blocks
Digital
Channels
• Email
• Donation
Pages
• Display Ads
• Paid
Facebook
Ads
Campaign
Motivators
• Partnership
with the
Coca-Cola
Company
• Tote Bag
• Fiscal Year-
End
Campaign
Techniques
• Default to
monthly
giving
• Decision-
Science
• Premiums
• Lightbox

19. ENCC-DC 2019
Branded Sustainer Program
Case for Monthly Giving
Incentive to Join
Onetime Gift Option
Email Invite

20. ENCC-DC 2019
Default to
Monthly
Special callout for
matching gift offer!
Donation Form

21. ENCC-DC 2019
Sustainer Invite Upsell Lightbox

22. ENCC-DC 2019
Digital Advertising

23. ENCC-DC 2019
Result:
Recruited 700+ New Sustainers

24. ENCC-DC 2019
Thank You.
Remember: ANYONE can become a sustainer.
Test new tactics, treatments and incentives!
CONTACT US: bfholmes@ccah.com | aackerman@ccah.com | @CCAHdirect