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#15NTCsustainers
Sustainers
Everybody wants them, but what are the best tactics to get them?
with a focus on the technical side of things!
#15NTCsustainers
Who We Are
Sue Anne Reed, The Engage GroupShiloh Stark, Amnesty International USA
Heather Marsh, ABD Direct
#15NTCsustainers
(Some) Organizations We’ve Worked With
#15NTCsustainers
Housekeeping Sue Anne - @Sue_Anne
Heather - @hlm317Shiloh - @Starched
Session hashtag: #15NTCsustainers Collaboration Notes: http://po.st/zPDwaG
#15NTCsustainers
The Power of Sustainers
• Consistent, Reliable Support
• Highly Valuable Donors
• Excellent Retention
#15NTCsustainers
The Power of Sustainers
*Data provided by Integral.
#15NTCsustainers
The Power of Sustainers
• Retention Rates by Channel (12 Month):
– DRTV/Web 65-75%
– TM and DM 70%
– F2F 45-55%
– Online Ads 60%
*Data provided by Integral.
#15NTCsustainers
Setting the Stage
• Getting Sustainers
• Maintaining Sustainers
• Special Sustainer Campaigns
• Lapsed Sustainers
GETTING SUSTAINERS
Setting the Stage – Common Questions
#15NTCsustainers
Types of Sustainers
• New to File as Sustainers
• Existing Donors Converted to Sustainers
#15NTCsustainers
Acquiring as Sustainers
• Primary donation pages / Organic sustainers
• Social media
• Advertising
• Face to Face
Primary Donation Form
Primary Donation Form
Paid Advertising
#15NTCsustainers
Converting Existing Donors
• Email Invites
• Website Donation Forms/Intercepts
• Non-Digital
– Telemarketing
– Direct Mail (Acks)
Email Invite
#15NTCsustainers
Email Invite
+3%
Intercept2%
Multi-Channel Acquisition
Questions?
MANAGING EXISTING SUSTAINERS
Setting the Stage – Common Questions
#15NTCsustainers
Data Challenges
• Multiple Databases
#15NTCsustainers
Segmentation / Suppression
• Excluded from Everything
• Selectively Included
Content Modifications
Questions?
SPECIAL SUSTAINER CAMPAIGNS
Setting the Stage – Common Questions
#15NTCsustainers
Types of Special Campaigns
• Upgrades
• Pre-Lapsed
• Additional Asks
• System Transitions
Upgrades(One Click!)
5% RR+$5.80 Avg Gift
Pre-Lapsed
Additional Asks
System Transitions
Questions?
LAPSED/REACTIVATION OF SUSTAINERS
Setting the Stage – Common Questions
Lapsed Email (Transactional)
Recapture Email Series
#15NTCsustainers
Multi-Channel Communication
• Sometimes, an Old School Method is Part of the Solution.
– Letters
– Phone Calls
– AND Emails
#15NTCsustainers
When to “Give Up”
• When Does a Lapsed Sustainer Become a Lapsed Donor?
• Data Challenges – Flags, Suppressions, etc
Questions?
#15NTCsustainers
How to Reach Us Sue Anne - [email protected]
Shiloh - [email protected] - [email protected]
Collaboration Notes: http://po.st/zPDwaG
