Monthly Giving Landscape in 2014February 6, 2014

Hosted by Adam Lemmon & Danielle Johnson-Vermenton

Danielle Johnson VermentonSenior Interactive ConsultantGo! Team

• Former nonprofit fundraiser• Lives in Atlanta, GA• If I weren’t doing this I would

be a chef

Adam LemmonLead Interactive ConsultantGo! 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

What’s happening today

Making it practical for you

Next Steps and 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

■ Lifetime value of a sustainer is ALWAYS highero Typically a donor who contributes two

$25 gifts per year, for a total of $50, will sign up for monthly giving at $10 a month. Which increases annual gift to $120

■ Generates predictable revenue

■ Retention is significantly increased

■ Sustainer program is a strong 2nd gift strategy

■ Sustainers are strong Planned Giving prospects

■ Builds a better relationship with donors

■ Keep donors giving longer

■ A sustainer program lowers your overall costs of fundraising

■ Sustainer income grows over time

Hidden Gold: How monthly giving will build donor loyalty, boost your organizations income, and increase financial stability (Bonus Books, Chicago, 1999) by Harvey McKinnon

Why Sustained Giving matters?

0.00%

5.00%

10.00%

15.00%

20.00%

Overall Giving Distribution for 2012Source: 2012 Charitable Giving Report

Why plan a sustained giving campaign?

Source: Analysis of three large non-profits with sustainer programs

Sustained giving is 17% of online fundraising

Sustained giving is 5% of online fundraising

Sustained giving as a percentage of total monthly funds raised online

Content Management

Email Marketing

Donation Management

Event Fundraising

eCommerce

AutomationSegmentation

Testing

Reporting & Analytics

How are Luminate clients doing?

From the 2013 Online Marketing Luminate Benchmark Report

30PERCENT

Canada

What has the strongest potential

for growth in the coming years?

© 2012 Blackbaud, Inc.

Growth Over Time

Building a Sustainer Program

0

100

200

300

400

500

600

700

800

900

1,000

Jan-

08

Feb

-08

Mar

-08

Apr

-08

May

-08

Jun-

08

Jul-0

8

Aug

-08

Sep

-08

Oct

-08

Nov

-08

Dec

-08

Jan-

09

Feb

-09

Mar

-09

Apr

-09

May

-09

Jun-

09

Jul-0

9

Aug

-09

Sep

-09

Oct

-09

Nov

-09

Dec

-09

New Sustaining Gifts (Cumulative)2 Year Timeline of Growth

Large Small Medium

Sustained Fundraising

Today’s Topics

Sustained Giving: It just makes sense

What’s happening today

Making it practical for you

Next Steps and Q&A

© 2012 Blackbaud, Inc.

Make it easy to become a monthly donor.

© 2012 Blackbaud, Inc.

© 2012 Blackbaud, Inc.

Promoting sustained giving with multi-message

campaign

Northern Illinois Foodbank

Emancipet

Vitamin angels

Campaign template

© 2012 Blackbaud, Inc.

Ongoing Tactics

Explore Use of Upsell Lightbox• Wanted to

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.

Multichannel / Integration

• What else…something to

add from Chas?

What else is happening

• Welcome Series with a 3rd message soliciting for a sustainer gift

• Asking for a sustainer gift first in campaigns and putting one time gifts as secondary

• Gratitude strategies for sustained giving donors, ie: “Impact eCards”

• Enabling donors to manage their own gifts

Today’s Topics

Sustained Giving: It just makes sense

What’s happening today

Making it practical for you

Next Steps and Q&A

Making it practical for you

Where are you in the life cycle of sustained giving?

Foundation

Sustaining gift opportunity is clear to your donors and has support from staff

Intermediate

Strategy to grow your sustained giving program – online & offline

Advanced

Campaigns for retention & upsell plus tactics for program maintenance

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

Today’s Topics

Sustained Giving: It just makes sense

What’s happening today

Making it practical for you

Next Steps and Q&A

Commercial BreakGo! Essentials

Questions?

Join us for our next callWednesday, February 262:00 pm ESTStart to Finish: Building Blocks for a sustained giving program

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

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

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

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

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

npEXPERTS Show the Love eBookhttps://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