Miracle-Gro Your Sustainers PRESENTED BY SALLY HEAVEN, LORI BORG AND
RACHEL SIMON
Take-away statement
Sustainers Are Our Future
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Stuff You’ll Learn
• Emerging trends from the latest research and campaigns.
• Online benchmark data to gauge how your program is
performing.
• Key performance indicators to measure program growth.
• Best practices to acquire and retain monthly donors.
• Tools and tactics to optimize your monthly giving program.
Sustainers are Awesome
• Monthly donors will increase your annual income
• Convert a donor who makes two $25 gifts per year to $10 monthly
giving and the annual gift increases to $120.
• Build better relationships with donors
• Monthly giving programs broaden engagement and deepen support,
.e.g. prospective planned donors.
• Donors stay with your organization longer
• With CC and EFT retention rates increase compared to one time
annual gifts.
• Monthly giving revenue is predictable
• Allows organizations to forecast as well as provide designated
funding opportunities for donors.
2014 Luminate Online Benchmark Report
~800 Non profits
& affiliates
18 M Donations
17.6 B Emails
sent
$1.27 B In
revenue
8th
Edition
Report started by Vinay
Bhagat, founder of Convio
Total Year Over Year Fundraising Growth
Trend: The median online revenue from
recurring gifts of $38,456, a 16.8%
increase. Recurring giving represents
8.6% of online revenue.
Build, Enhance, & Optimize Your
Monthly Giving Program
B
uild
Fo
un
dat
ion
Establish the Sustainer Experience
• Sustainer programs should
be branded and carry
special benefits, premiums,
etc.
Expand the Reach
Welcome series emails eCards and Tell-a-Friend Web 2.0 widgets Site home page
Social media tools
Direct mail
and/or phone
Cross-Promotion: Gift Type Parity
E
nh
ance
Acq
uis
itio
n
Define Sustainer Treatment
Receive specialized online communications, e.g. VIP opportunities.
Manage experience using Luminate Online’s Service Center.
Suppressed from general one-time asks (critical or extraordinary one-
time appeals excepted).
End-of-year cumulative tax receipting.
Receive membership card, welcome kit, premiums.
Quarterly conference calls with Executive Director/ president.
Target Audience Test Framework
Target Audience Email
Approach
Donation Ask
String
Stewardship
Communication
Current Donors: MRC
$25 to $100
Three-part email
series with
personalization
based on previous
giving history,
honor/memorial
geography and/or
other known
variables.
A/B Test: Pre-set vs.
Dynamic (.5x,1x,1.5x,2x)
Sustainers giving at the
$50/month or less level
receive regular
sustainer messaging.
Those giving at more
than $50/month receive
regular messaging +
special one-off
communications from
leadership.
Current Donors: MRC
$101 to $250
A/B Test: Pre-set vs.
Write-in only
Lapsed Donors: MRC
$25 to $100
Pre-set:
$10,$25,$50,$100,other*
Lapsed Donors: MRC
$101 to $250
Pre-set:
$15,$25,$50,$100,other*
Non-Donors Pre-set:
$10,$25,$50,$100,other*
Advocate/Donors A/B Test: Pre-set vs.
Dynamic (.5x,1x,1.5x,2x)
* Standard values shown here can be replaced with non-regular but comparable price-point values unique to programs, etc. for testing (i.e. $11, $23, $47, $98, etc.)
Donor Upgrade Series A
cti
on
+7 D
ays
Ac
tio
n +
14
Da
ys
Ac
tio
n +
21
Da
ys
Education/ org
success
Ask for support/
value-proposition Success stories/
program impact
• Triggered appeal to donors who
have given multiple gifts over a
distinct period of time.
• Query built using engagement
factors and criteria to target past
giving trends and donor status.
Auto-Prospecting
Single Gift Upsell
Convert one-time donors
to sustaining donors.
Utilized the Donations
API to create a one-time
gift form that presented
an opportunity to convert
the gift to a sustaining
gift.
Over the 5 months, 10%
of one-time donors
converted to sustainers.
Op
tim
ize
Ret
enti
on
Autoresponders
• Triggered messages to notify sustainers of expiration date.
• Use queries and sustainer criteria to identify target groups.
• Send more specific email with instructions as to how to update credit card info.
• * The best credit card recovery emails (retailers) get ~10% response rate.
Failed Payment Notification
Pre-Exp
Date
Post-Exp
Date
And When All Else Fails, Call!
Gift 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
Advanced Credit Card Features (SDPs)
Retain Donors When Their Credit
Cards Expire or are Lost or Stolen
Retain Donors
• Your sustainer’s card changes…
• Data Breach (Target, Michael’s,
Sally Beauty, P.F. Chang’s,
Harbor Freight Tools, Home Depot) etc.)
• Credit cards expire
• Cards are lost or stolen
• Sustainers often opt out when their card quits processing
• Automatically updates credit card data for recurring gifts
Retain Donors
Keep Credit Cards Up-to-Date Automatically
• Automatically update credit card data for recurring gifts
• Visa, MasterCard, and Discover cards from participating U.S. banks
can be updated monthly for:
• New or replacement credit card numbers
• Expiration dates
• Updated card data is obtained securely
• Reduces time spent calling or emailing to re-establish a sustainer gift
• Blackbaud’s Credit Card Updater service is just $0.30 per updated
card or $30 monthly minimum (no charge if no cards are updated)
Available to organizations using The Raiser’s Edge and
Luminate Online™ with Blackbaud Merchant Services.
Mea
sure
men
t
Metrics
• Monthly gift amount.
• Average # of months as a
sustainer.
• Median # of months as a
sustainer.
• Attrition per month by reason
(e.g. failed, canceled, etc)
• Typical first month churn rates.
• Typical first month churn rates.
• Other revenue a typical
sustainer might provide.
• Cost of acquiring a new
sustainer
• Length of payback (if through
outside acquisition).
• Engagement in other areas of
the organization.
Performance Metrics
All Metrics Shown by First Sustainer Donation Month Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Average # Months as Sustainer Median # Months as Sustainer Average # of Sustainer Payments Median # of Sustainer Payments Average Lifetime Sustainer Revenue Median Lifetime Sustainer Revenue Average # of Online Payments Median # of Online Payments Average Lifetime Online Revenue Median Lifetime Online Revenue Total Records With Email Total Records With Usable Email Total Sustaining Donations Total Sustainers Percentage of Total File That Are Sustaining Donors Percentage of Usable File That Are Sustaining Donors Percentage of Sustaining Donations That are Sustainers Number of Sustainers Who Are Advocates Percentage of Sustainers Who Are Advocates
Total Failed Count Total Failed Amount Total Skipped Count Total Skipped Amount Total Cancelled Count Total Canelled Amount
Report Writer Sustainer
Performance Report
Our Strategic Services
• Strategic planning based on landscape analysis,
research, existing resources
• Comprehensive online fundraising programs
• Digital outreach strategies for supporter acquisition,
cultivation and stewardship
• Constituent-centric campaign performance
optimization – including segments, messaging,
timing & cadence, form and conversion optimization
• Continuous program performance analysis
• Interactive design for campaigns, websites and
mobile devices
• Testing and adoption of emerging industry trends
OUR CLIENTS
OUTPERFORM
THE ONLINE
FUNDRAISING
INDUSTRY
BENCHMARK
We can help you build, grow, and sustain relationships with constituents – to get the most out of every interaction.
Selected strategic services clients
80% of the
Top 25 CHARITIES
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