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Miracle-Gro Your Sustainers PRESENTED BY SALLY HEAVEN, LORI BORG AND RACHEL SIMON

Grow Your Sustainer Revenue

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Page 1: Grow Your Sustainer Revenue

Miracle-Gro Your Sustainers PRESENTED BY SALLY HEAVEN, LORI BORG AND

RACHEL SIMON

Page 2: Grow Your Sustainer Revenue

Take-away statement

Sustainers Are Our Future

#bbcon

2 #bbcon

Tweet this now

Page 3: Grow Your Sustainer Revenue

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.

Page 4: Grow Your Sustainer Revenue

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.

Page 5: Grow Your Sustainer Revenue

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

Page 6: Grow Your Sustainer Revenue

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.

Page 7: Grow Your Sustainer Revenue

Build, Enhance, & Optimize Your

Monthly Giving Program

Page 8: Grow Your Sustainer Revenue

B

uild

Fo

un

dat

ion

Page 9: Grow Your Sustainer Revenue

Establish the Sustainer Experience

• Sustainer programs should

be branded and carry

special benefits, premiums,

etc.

Page 10: Grow Your Sustainer Revenue
Page 11: Grow Your Sustainer Revenue

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

Page 12: Grow Your Sustainer Revenue

Cross-Promotion: Gift Type Parity

Page 13: Grow Your Sustainer Revenue
Page 14: Grow Your Sustainer Revenue

E

nh

ance

Acq

uis

itio

n

Page 15: Grow Your Sustainer Revenue

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.

Page 16: Grow Your Sustainer Revenue
Page 17: Grow Your Sustainer Revenue

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.)

Page 18: Grow Your Sustainer Revenue

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

Page 19: Grow Your Sustainer Revenue

• 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

Page 20: Grow Your Sustainer Revenue

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.

Page 21: Grow Your Sustainer Revenue

Op

tim

ize

Ret

enti

on

Page 22: Grow Your Sustainer Revenue

Autoresponders

Page 23: Grow Your Sustainer Revenue

• 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

Page 24: Grow Your Sustainer Revenue

And When All Else Fails, Call!

Page 25: Grow Your Sustainer Revenue

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

Page 26: Grow Your Sustainer Revenue

Advanced Credit Card Features (SDPs)

Page 27: Grow Your Sustainer Revenue

Retain Donors When Their Credit

Cards Expire or are Lost or Stolen

Page 28: Grow Your Sustainer Revenue

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

Page 29: Grow Your Sustainer Revenue

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.

Page 30: Grow Your Sustainer Revenue

Mea

sure

men

t

Page 31: Grow Your Sustainer Revenue

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.

Page 32: Grow Your Sustainer Revenue

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

Page 33: Grow Your Sustainer Revenue
Page 34: Grow Your Sustainer Revenue

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.

Page 35: Grow Your Sustainer Revenue

Selected strategic services clients

80% of the

Top 25 CHARITIES

Page 36: Grow Your Sustainer Revenue

36 #bbcon

Don’t forget to complete

a session survey!

Each completed survey enters you into a drawing to win a

complimentary registration to bbcon 2015 in Austin, Texas*.

*Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be

exchanged, applied to, or combined with any other offer.

Are you pumped up and ready to go?