Play It Again, Sam Monthly Giving Programs for sustaining donations “As Time Goes By” PRESENTED BY JEANNE HORNE, SHARE OUR STRENGTH WENDY MARINACCIO HUSMAN, MAL WARWICK|DONORDIGITAL

Here’s lookin’ at you, kid

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‘As Time Goes By,’ monthly donors rule with

#NoKidHungry #Donordigital. Here’s looking at you, #BBCon.

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Share Our Strength

Jeanne Horne Senior Manager, Digital Communications Share Our Strength

P  No Kid Hungry is ending childhood hunger in America

P Feeding kids where they live, learn and play

P Engaging the public to make child hunger a national priority

Donordigital

Wendy Marinaccio Husman Senior Account Executive Donordigital

P  Integrated, multi-channel strategy

P High-level and granular analysis

P Full copywriting and design creative service

P Production and management services

Why Monthly Giving Rules!

•  Revenue you can count on •  Increase donor lifetime value •  No need to renew •  Planned giving prospect pool •  Donor preference: “set it & forget it”

Monthly Giving

Components of A Program

•  Recruitment •  Upgrades •  Re-engagement

•  Retention •  Tracking •  Testing

Recruitment

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Organic monthly gifts

Website Promotion

Monthly giving upsell lightbox

Monthly giving upsell lightbox

Monthly giving upsell lightbox

New Donor Welcome Series

Sustainer “BLITZ” campaign

Components: Goal, deadline & thermometer Email series Direct mail piece Tele-funding Integrated emails Online advertising/paid search Home page lightbox

Donation form testing Upsell lightbox E-Miles donor acquisition Premium/incentive Segmentation with targeted asks: Join, renew, upgrade Segment versioning for ask string

Online Advertising Campaign

Appeal Emails

In the mail Current donors

•  Mailed appeal – on the response form (organic) •  Mailed appeal – dedicated sustainer ask •  Monthly newsletter bangtail •  Welcome package to new donors

Telefunding

•  Phones are the #1 offline recruitment channel

•  Target audiences •  Get people on the phone as soon as they

make a gift; convert right away •  Donors HPC $25-99 with 2+ gifts

•  Email in support of the ask

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New Monthly Donations

Upgrades

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3 Rules of Asking for More

Just follow the rules: 1.  Use specific upgrade amount 2.  Process to avoid duplicating monthly gift 3.  Get the data right

Retention

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Retention

•  Stewardship •  Acknowledgement & receipts •  Donor benefits •  Talk to sustainers like you know them •  Segment/suppress correctly

•  Stop loss •  Keep credit cards current •  Telefunding

Acknowledgements & Benefits

Stop-loss

•  Credit card expiration •  Donor services number easily accessible •  Staff member check for expired cards •  Triggered email series for upcoming expirations •  Website forms •  Mail •  Phone

•  Other card issues •  Similar strategies for lost/stolen or reissued cards

Donor services

Re-engage lapsed donors

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We want you back

•  Re-join attempts •  Triggered email series •  Annual receipt with lapsed member postcard •  Phone calls •  Track re-acquired donors

•  Back in the regular communications flow •  Conditionalize content •  Online ads targeted to lapsed sustainers

Triggered email series

Metrics & tracking

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Metrics to Track

•  Total revenue by campaign, month and year over year

•  Break out monthly from single gifts •  New monthly donors •  Upgraded donors •  Avg. gift amounts •  Avg. duration (months) on file •  Source of gifts

Test, test, test

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Monthly Donation Page

Dedicated form testing

Before & After

Use our calculator when testing

•  Ensure your tests have a statistically significant response

•  90% confidence indicates a 10% chance the result is not significant; best to be at 95%+

•  http://malwarwick.com/response-significance-calculator/

Monthly Sustainer Revenue Growth Over Time

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

$80,000

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Take-aways for large programs

•  Spend as much time on retention and stop-loss as on recruitment

•  Ask monthly donors to upgrade •  Integrate monthly asks across channels •  Treat your monthly donors like you know them

Take-aways for small programs

•  Improve best practices throughout your fundraising

•  Create a dedicated monthly giving donation form •  Ensure processes/staff resources are in place •  Keep a long view

Questions?

Wendy Marinaccio Husman Jeanne Horne wendy@donordigital.com jhorne@strength.org (510) 473-0366 (202) 649-4341 www.donordigital.com www.nokidhungry.org @donordigital @nokidhungry @wendymarinaccio

We’ll always have Austin, TX…

…but you can call us anytime!