Download - DMANF Chicago: Digital Day - Sustainers
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SustainersEverybody wants them, but what are the best tactics to get them?
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The Power of SustainersConsistent, Reliable SupportHighly Valuable DonorsExcellent Retention
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The Power of Sustainers
*Data provided by Integral.
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The Power of SustainersRetention Rates by Channel (12
Month):◦DRTV/Web 65-75%◦TM and DM 70%◦F2F 45-55%◦Online Ads 60%
*Data provided by Integral.
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Setting the StageGetting SustainersMaintaining SustainersSpecial Sustainer CampaignsLapsed Sustainers
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GETTING SUSTAINERS
Setting the Stage
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Types of SustainersNew to File as SustainersExisting Donors Converted to
Sustainers
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Acquiring as Sustainers Primary donation pages / Organic
sustainers Social media Advertising Face to Face
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Primary Donation Form
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Paid Advertising
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Converting Existing DonorsEmail InvitesWebsite Donation
Forms/InterceptsNon-Digital
◦Telemarketing◦Direct Mail (Acks)
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Email Invite
+3%
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Intercept
2%
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Multi-Channel Acquisition
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MANAGING EXISTING SUSTAINERS
Setting the Stage
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Data ChallengesMultiple Databases
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Segmentation / SuppressionExcluded from EverythingSelectively Included
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Content Modifications
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SPECIAL SUSTAINER CAMPAIGNS
Setting the Stage
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Types of Special CampaignsUpgradesPre-LapsedAdditional AsksSystem Transitions
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Upgrades(One Click!)
5% RR+$5.80 Avg Gift
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Pre-Lapsed
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Additional Asks
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A Note About System Transitions
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LAPSED/REACTIVATION OF SUSTAINERS
Setting the Stage
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Lapsed Email (Transactional)
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Recapture Email Series
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Multi-Channel CommunicationSometimes, an Old School
Method is Part of the Solution.◦Letters◦Phone Calls◦AND Emails
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When to “Give Up”When Does a Lapsed Sustainer
Become a Lapsed Donor?Data Challenges – Flags,
Suppressions, etc
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THANK YOU!Questions?
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How to Reach Me [email protected]