Convert one-time donors to sustainers with automated upsell messaging

Jenny Golden, Senior Product Manager

70%

CONVERT ONE-TIME DONORS TO SUSTAINERS WITH AUTOMATED UPSELL MESSAGING

Of Marketing Forms donors give one-time donations,even when the station’s donation form defaults to a monthly ask

• Average credit card expiration: 3 years

• Potential lifetime value could outpace one-time donors with 3x revenue

*Note: anonymous station data used for example

But, the lifetime value (LTV) of sustainers is better

CONVERT ONE-TIME DONORS TO SUSTAINERS WITH AUTOMATED UPSELL MESSAGING

Well-crafted marketing messaging that’s heard, seen, and repeated frequently to your audience in both online and offline channels, including on your donation form with Sustainer Upsell.

So how do you convince one-time donors to become sustainers?

CONVERT ONE-TIME DONORS TO SUSTAINERS WITH AUTOMATED UPSELL MESSAGING

• Appears as modal window after donor submits one-time credit-card donation

Using Sustainer Upsell as follow-up opportunity

CONVERT ONE-TIME DONORS TO SUSTAINERS WITH AUTOMATED UPSELL MESSAGING

• Built-in responsive design

And optimize for mobile, with or without premium add-on

CONVERT ONE-TIME DONORS TO SUSTAINERS WITH AUTOMATED UPSELL MESSAGING

1. Segment your donors to find non-sustainers (e.g. annual renewals, lapsed members)

2. Create two donation forms 1. Sustainer only2. One-time with Sustainer Upsell

3. Send email campaign to target segment1. Marketing Forms A/B testing module will automatically rotate both forms

4. Compare metrics for both forms in the Pledge Revenue Dashboard

Sustainer Upsell in practice: Test with an email campaign

CONVERT ONE-TIME DONORS TO SUSTAINERS WITH AUTOMATED UPSELL MESSAGING

Sustainer Upsell in practice: The workflow in action

CONVERT ONE-TIME DONORS TO SUSTAINERS WITH AUTOMATED UPSELL MESSAGING

Donation Export Report

Email Campaign

Welcome Back Donate $120

FORM A

Welcome Back Donate $120

FORM B

Order 001 for $120

Submits $120

Order 002 for $120

Submits $10/month

Order 003 for $10/month

Thank you donation email

receipt

Confirmation Page

Yes add $10/

month

No Thanks

Thank you donation

email receipt

• In Pledge Revenue Dashboard• Lump Sum• Sustainer Revenue

• In Excel• Lump Sum renewal

rate• Forecast sustainer

revenue over 36 months

• Conversion rates• Revenue per

visitor

Evaluate results

CONVERT ONE-TIME DONORS TO SUSTAINERS WITH AUTOMATED UPSELL MESSAGING

When implementing:1. Test with a non-sustainer segment2. Determine success metrics

1. LTV of a sustainer donor vs. one-time donor3. Review results of test in Pledge Revenue Dashboard and

exported data4. Continue to test with different audience segments as

well as different form components

A quick summary

CONVERT ONE-TIME DONORS TO SUSTAINERS WITH AUTOMATED UPSELL MESSAGING

Sustainer Upsell can be an effective part of your sustainer growth strategy.

• Visit NPR Digital Services on the web: http://digitalservices.npr.org• Submit any questions in our support center: http://nprsupport.desk.com

ONE EASY WAY TO SEE IF YOUR DONOR FORM IS DRIVING REVENUE

Learn more about optimizing your Marketing Forms

Jenny GoldenSr. Product Manager

Sara TerpenySr. Support Manager

Your Revenue & Marketing Team

&Mi TianStation Support Associate