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Building Blocks for a Sustained Giving Program February 26, 2014 Hosted by Adam Lemmon & Danielle Johnson-Vermenton

Danielle Johnson Vermenton

Senior Interactive Consultant

Go! Team

• Former nonprofit fundraiser

• Lives in Atlanta, GA

• If I weren’t doing this I would

be a chef

Adam Lemmon

Lead Interactive Consultant

Go! Team

• Lives in Austin, TX

• If I weren’t doing this I would

be a backpack designer

Today’s Topics

Sustained Giving: It just makes sense

Building Blocks of Sustained Giving

Donation Forms

Email Campaigns (Marketing/Promotion)

Ongoing Maintenance

Key Takeaways

Q&A

“…it just seems to make sense to invest in a system

or process that can truly encourage sustained

support.”

See more at: http://www.npengage.com/fundraising/sustained-giving-systematizing-donor-

loyalty/#sthash.jZ7sBEth.dpuf

Sustained Fundraising

programs require time to grow

Monthly giving is growing in

popularity amongst American

donors (and Canadian donors

too)

Important to make monthly

giving option easy to find

Today’s Topics

Sustained Giving: It just makes sense

Building Blocks of Sustained Giving

Donation Forms

Email Campaigns (Marketing/Promotion)

Ongoing Maintenance

Key Takeaways

Q&A

Commercial Break Go! Essentials

Marketing and

Promotion

Storytelling /

Fundraising

Program

Maintenance

Foundation

• Promote on website as

way to give

• Educate constituents, staff

& board on the giving

opportunity to make

monthly gifts

• Basic reporting

• Admin ability to

manage gifts

Intermediate

• Integrate campaign

with print and social

media

• Multi-message campaign

& dedicated donation form

• Query sustained

giving donors to

suppress from other

campaigns

Advanced

• Year long plan and

inclusion in editorial

calendar

• Upsells

• Unique giving opp

• Branded giving opp

• Allow donors to

manage their own

gifts online (see more

in session 2!)

Sustained Giving

Sustaining campaign big picture

Planning Building Launching Reporting

- Theme/Narrative

(What’s the story?)

- Tone

- Voice (Who’s

pitching the ask?)

-Timing and tie ins

- Develop the multi

message campaign

-Include 3 messages, a

dedicated donation

form and

autoresponders

-Include 3-4 concrete

examples of impact to

$

- Who will need to be

involved for final

approval?

- What target date do

you have in mind for

launching?

- Schedule the

message deliveries in

advance

- Promote the initiative

across multiple

channels (multichannel!)

- Email Campaign

reports to review

audience reaction

(opens/clicks)

- Donation reports to

review gifts

-Have a Gratitude

Strategy

© 2012 Blackbaud, Inc.

© 2012 Blackbaud, Inc.

ONLINE

DONATION FORM

Monthly Giving Option Enabled

Clear Definition that this is a

monthly/recurring donation form

Provide details on gift level impact

Keep your form as concise as

possible – fewer fields means lower

“abandonment”

Vitamin angels

Campaign template

Headline

Opening Statement (be bold)

Concise background info

Clear call to action – link

Levels: Spell out the impact

Headline

Opening Statement (be

bold)

Action Link

Concise background info

Bullets create natural

white space making it

more legible and

scannable

Levels: Spell out the

impact

Campaign template Headline

Closing statement – call

to action

Bullets create natural

white space making it

more legible and

scannable

Final Call to Action!

Campaign template Headline

Thank You

Impact statement: bullet

points = faster reading

Tell Others

MULTI-MESSAGE

CAMPAIGN

Multi-message campaigns

outperform one-off appeal

Help your audience anticipate the

monthly giving campaign (talk about

the “upcoming” campaign in your

eNews)

Clear call to action

Let them know that this campaign

will come to a close

© 2012 Blackbaud, Inc.

KEY REPORTS

New monthly donors / Lapsed monthly donors

Total $ from sustaining gift

Average monthly donation $

Monthly processing (any payments errors/failures?)

Plan for ongoing gift management:

1) Admin ability to manage gifts

2) Donor ability to self-manage gifts online

Ongoing attention to card expiration dates

Monitoring upcoming end-dates (if applicable)

Service Center

Donors have the tools to be in control of their experience via the Service Center.

Donation form configuration options

Logged in view for donor

Customer Service What is the donor experience

Who will handle donor inquiries?

Will you send annual receipts? Or

monthly?

Will you suppress donors from other

campaigns?

Keep the ones you love! Make sure you’re their favorite

Develop a gratitude with attitude

strategy JUST for your monthly

donors

Use technology to make it

automated

ONGOING

MAINTENANCE

Reporting

Customer Experience

Retention Strategy

Incentives

Offline Conversion

Branding & Marketing

Today’s Topics

Sustained Giving: It just makes sense

Building Blocks of Sustained Giving

Donation Forms

Email Campaigns (Marketing/Promotion)

Ongoing Maintenance

Key Takeaways

Q&A

© 2012 Blackbaud, Inc.

Planning Building Launching Reporting

© 2012 Blackbaud, Inc.

Today’s Topics

Sustained Giving: It just makes sense

Building Blocks of Sustained Giving

Donation Forms

Email Campaigns (Marketing/Promotion)

Ongoing Maintenance

Key Takeaways

Q&A

Questions?

Resources Online Marketing Benchmark Study (see how you stack up)

https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy

What is the Sustainer Bump? http://www.npengage.com/sustained-giving/the-sustainer-bump/

Increase Donor Loyalty with Sustained Giving http://www.npengage.com/fundraising/sustained-giving-systematizing-donor-loyalty/

Best Practices in Monthly Giving from Gail Perry

http://www.gailperry.com/2011/07/20-best-practices-for-monthly-giving-programs/

Keeping Monthly Donors is Worth the Effort http://www.thenonprofittimes.com/news-articles/keeping-monthly-donors-is-worth-the-effort/

10 Things to Know about a Basic Sustained Giving Program http://www.fundraisingsuccessmag.com/article/10-things-you-need-know-about-creating-monthly-giving-program-410431/1#

New Audiences, New Channels http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=6890

Gift Parity on npENGAGE http://www.npengage.com/online-fundraising/gift-type-parity-emerging-best-practice-for-2014/

npEXPERTS Show the Love eBook https://www.blackbaud.com/nonprofit-resources/npexperts?utm_source=blackbaud&utm_medium=website&utm_content=homepage&utm_term=corp&utm_campaign=npEXPERTS2014

More Campaign Examples

Butte Humane Society

Can-Do-Canines

Northern Illinois Foodbank

Emancipet