Monthly giving programs for sustaining donations 'As Time Goes By'
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Wendy Marinaccio Husman of Mal Warwick | Donordigital and Jeanne Horne of No Kid Hungry's #Bridge14 conference presentation about nonprofit monthly giving programs.
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Monthly giving programs for sustaining donations 'As Time Goes By'
- 1. Play It Again, Sam Monthly Giving Programs for Sustaining Donations ‘As Time Goes By’ Jeanne Horne, Share Our Strength Wendy Marinaccio Husman, Donordigital #Bridge14
- 2. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Here’s lookin’ at you, kid
- 3. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Share Our Strength Jeanne Horne Senior Manager, Digital Communications Share Our Strength 200 employees, HQ in DC No Kid Hungry campaign is ending childhood hunger Feeding kids where they live, learn and play
- 4. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 5. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Mal Warwick | Donordigital Wendy Marinaccio Husman Senior Account Executive Donordigital Integrated, multi-channel strategy High-level and granular analysis Full copywriting and design creative service Production and management services
- 6. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Why Monthly Giving Rules! Revenue you can count on Efforts compound over time Increase donor lifetime value No need to renew Planned giving prospect pool Donor preference to “set it & forget it”
- 7. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Monthly Giving
- 8. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Components of A Program Recruitment Upgrades Re-engagement Retention Tracking Testing
- 9. @donordigital @nokidhungry @wendymarinaccio #Bridge14 The Hunger Core History 2011 & prior Launch $10,000/month Under 500 members Checkbox on donation form Dr. Oz 2012 Added name and logo Hunger Hits Home (Food Network) Added donor benefits 2013 Added ask to renewal campaign Monthly donor upsell light-box Targeted “Blitz” campaign Monthly Donor Task Force formed 2014 Online advertising campaign Repeated the Blitz campaign More frequent asks
- 10. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Recruitment
- 11. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Organic monthly gifts
- 12. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 13. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 14. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Website Promotion
- 15. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Monthly giving upsell lightbox
- 16. @donordigital @nokidhungry @wendymarinaccio #Bridge14 New Donor Welcome Series
- 17. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Welcome Series
- 18. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Month-long dedicated campaign Components: Goal, deadline & thermometer Email series Direct mail piece Tele-funding Integrated emails Online advertising Home page lightbox Donation form testing Upsell lightbox E-Miles donor acquisition Premium/Incentive Segmentation w/ targeted asks Join, re-join, upgrade Different ask string
- 19. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Integrated Calendar
- 20. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 21. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Online ads
- 22. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Online Advertising Campaign
- 23. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Dedicated campaign: smaller org Components: 2 email messages Home page feature Facebook post Improve donation form prior to campaign All efforts tracked No segmentation
- 24. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Appeal Emails
- 25. @donordigital @nokidhungry @wendymarinaccio #Bridge14 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
- 26. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 27. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 28. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 29. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 30. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 31. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 32. @donordigital @nokidhungry @wendymarinaccio #Bridge14 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
- 33. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 34. @donordigital @nokidhungry @wendymarinaccio #Bridge14 0 50 100 150 200 250 300 350 400 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 April '13 May '13 June '13 July '13 August '13 September '13 October '13 November '13 December '13 January '14 February '14 March '14 April '14 Monthly Gifts New Monthly Gifts New Monthly Donations
- 35. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Upgrades
- 36. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Ask for more Invite monthly donors to upgrade their gift Specific upgrade amount Method to not duplicate monthly gift Get the data right
- 37. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 38. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Ask for more
- 39. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Re-engage Lapsed Donors
- 40. @donordigital @nokidhungry @wendymarinaccio #Bridge14 We want you back Re-join attempts Triggered email series Annual receipt with lapsed member postcard Telefund Track re-acquired donors Back in the regular communications flow Email and mail mentions they are a former monthly donor Online ads
- 41. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Triggered email series
- 42. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 43. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Retention
- 44. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Retention Stewardship Acknowledgement & receipts Donor benefits Donor services Talk to sustainers like you know them Segment/suppress correctly Stop-loss Keep credit cards current Telefunding
- 45. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Acknowledgements & Benefits
- 46. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 47. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 48. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Communications Calendar Suppress? Email Content Sender Scheduled Launch Date Day of Week Notes Email Type Hunger Core DNM = Do not mail March 2014 School Breakfast 1 Lindsey Spindle 3/4/2014 Tuesday Bake Sale Cultivation DNM School Breakfast 2: Tuesday send Billy Shore 3/11/2014 Tuesday Day of test Appeal DNM School Breakfast 2: Wednesday send Billy Shore 3/12/2014 Wednesday Day of test Appeal DNM Lightbox is live 3/17/2014 Monday HC 1: Quiz - Any registered Team NKH 3/18/2014 Tuesday Hunger Quiz Cultivation DNM HC 1: Quiz - HC Team NKH 3/18/2014 Tuesday Hunger Quiz Cultivation SEND Integrated DM Renewal #2 3/20/2014 Thursday Renewal - 2nd reminder Appeal DNM HC 2: Campaign Update: Actives, Donors Tom Nelson 3/25/2014 Tuesday State bullets. No subline test for donor segmentAppeal DNM HC 2: Campaign Update: Inactives Tom Nelson 3/27/2014 Thursday State bullets. Subject line test for non-donorsAppeal DNM HC 2: Campaign Update: HC Upgrade Tom Nelson 3/27/2014 Thursday State bullets. No subline test for donor segmentAppeal SEND April 2014 HC 3: Advo: Actives, Donors Jeff Bridges 4/1/2014 Tuesday Advo on breakfast programs Advo SEND HC 3: Advo: Inactives Jeff Bridges 4/3/2014 Thursday Advo on breakfast programs Advo SEND
- 49. @donordigital @nokidhungry @wendymarinaccio #Bridge14 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 or stolen cards
- 50. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Donor services
- 51. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Metrics & Tracking
- 52. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Metrics & Tracking Convi o Raisers Edge Deep Analysis Financial reporting Projections and goals Program-wide retention and attrition Campaigns and outreach Maintenance: card problems, expiring cards Quick snapshots
- 53. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Campaign Metrics to Track 2013 Monthly Donor Blitz Upgraded Donors: 24 New Monthly Gifts: 369 Avg. Gift: $22 Total Revenue: $73,429 Avg. Duration (months): 8.48 2011 Holiday Campaign Upgraded Donors: 0 New Monthly Gifts: 425 Avg. Gift: $31.97 Total Revenue: $196,8514 Avg. Duration (months): 14.36
- 54. @donordigital @nokidhungry @wendymarinaccio #Bridge14 2013 Online Giving 0 1000 2000 3000 4000 5000 6000 January February March April May June July August September October November December One Time Sustainer
- 55. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Test, Test, Test
- 56. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Monthly Donation Page
- 57. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Before & After
- 58. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 59. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Response significance Ensure your tests have a statistically significant response 90% confidence indicates a 10% chance the result is not significant; best to be at 95%+ Use our calculator: http://malwarwick.com/response-significance- calculator/
- 60. @donordigital @nokidhungry @wendymarinaccio #Bridge14
- 61. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Take-aways for large programs Spend as much time on retention and stop- loss as on recruitment Ask current monthly donors to upgrade Integrate your fundraising across channels
- 62. @donordigital @nokidhungry @wendymarinaccio #Bridge14 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
- 63. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Share Our Strength Sustainer Revenue $0 $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 $80,000
- 64. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Questions?
- 65. …but you can call us anytime! Wendy Marinaccio Husman Jeanne Horne wendy@donordigital.com jhorne@strength.org (510) 473-0366 (202) 649-4341 Don’t forget to visit the Solutions Showcase! Many of the ideas discussed today are on display at the Solutions Showcase!#Bridge14 www.donordigital.com @donordigital @wendymarinaccio
Hinweis der Redaktion
- Let’s break some myths. In Casablanca ---the words “Play It Again Sam” never appeared in the film, and the words “Here’s lookin’ at you, kid” weren’t in the original script… we’re going to share with you some lesser-known fun facts and information about monthly giving programs today. First we’ll tell you a little bit about who we are.
- Working together with partners, private citizens, government officials, and business leaders to provide solutions in communities across America to connect kids to effective nutrition programs like school breakfast and summer meals. And educating and empowering low-income families to stretch their food budgets so kids get healthy meals at home too.
- Since the NKH campaign launched, we have connected kids in need with more than 107 million additional meals - - that’s like lining up cafeteria trays across the country 10x.
- Integrated fundraising agency, Mal Warwick Donordigital, in business for over 30 years, since 1979; Donordigital in business 15 years. Offices in DC and Berkeley, CA. Direct mail, online, telephone, mobile, and social marketing fundraising and advocacy. B Corp, certified green & socially responsible. .
- Let’s make sure you’re in the right place. For SOS, 86% of monthly gift revenue in 2014 originated in 2013 and prior For Share Our Strength, value of a sustainer: 2011: $360.31 2012: $371.34 2013: $201.39 That’s even higher than research done by Network for Good which listed sustainer lifetime value at $156 (Wendy needs to double check that number) So…If you want to create or improve your monthly giving fundraising program, you have come to the right session. You will hopefully find some tips and tricks on what to do and what not to.
- How do you encourage your donors to give monthly? It’s easy and convenient for them, it’s helpful to you, so how do you get them to do something you know they want to do but may be intimidated to do or held back from for some reason you don’t necessarily know about. How do you encourage people to become sustainers for your nonprofit, like Ingrid Berman encourages Sam to play “As Time Goes By” again, in this scene?
- JEANNE 2011 & before: Launch $10,000/month…under 500 members Adding the check box to single gift form Dr. Oz --- 600 new monthly donors (more than doubled the size) 2012: Naming/branding ---- Hunger Core Hunger Hits Home (Food Network movie) Added program benefits 2013: Added ask in renewal campaign Targeted campaign across email, web, social Added resource to form Monthly Donor task force 2014: Testing Monthly ask in an Online advertising campaign Wide inclusion in all assets: web, social media, events, direct mail More frequent asks across all campaigns throughout the year
- WENDY: A large number of new monthly donors are coming from people who land on the main donation form and decide to give monthly, called organic monthly gifts. Share % of monthly gifts across clients that are coming from gifts to the main donation form. Implementing best practices at these stages is one of the most important ways you can increase the number of monthly donors you have. The more people you can get to your website, the more people you can get to your donation page, and the more people you can get to convert on your donation form, the more monthly donors. This presentation isn’t about best practices for those things but Donordigital does that for our clients and I love giving free advice, so if you’d like to talk more about that please get in touch with me! Here’s the No Kid Hungry home page, with the donate button at top right and another Donate button prominently featured above the fold on the home page. In addition, one of the features in the home page rotator is dedicated to monthly giving.
- WENDY: A large number of new monthly donors are coming from people who land on the main donation form and decide to give monthly, called organic monthly gifts. Share % of monthly gifts across clients that are coming from gifts to the main donation form. Implementing best practices at these stages is one of the most important ways you can increase the number of monthly donors you have. The more people you can get to your website, the more people you can get to your donation page, and the more people you can get to convert on your donation form, the more monthly donors. This presentation isn’t about best practices for those things but Donordigital does that for our clients and I love giving free advice, so if you’d like to talk more about that please get in touch with me! Here’s the No Kid Hungry home page, with the donate button at top right and another Donate button prominently featured above the fold on the home page. In addition, one of the features in the home page rotator is dedicated to monthly giving.
- JEANNE: We redesigned out website a bit to make it easier for people to engage with us quickly. We’ve made monthly giving more visible in a few ways: We have the monthly ask in the Dynamic Lead/Carousel what you cannot see now is the last item on the tool bar, GIVE. In the drop down in the template in top right corner. Some info in the first 30 days of the live home page – from the drop down in the top right corner: One time – 785 clicks Monthly – 694 clicks We will be able to track conversion rates moving forward Compared to 686 clicks on the Donate button below the watermelon boy. Aside also for comparison – ‘Join’ got 887 clicks and ‘Act’ got 908. So our monthly option in the drop down is compelling and really right in line with other engagement on this home page so far.
- JEANNE: GIVE section, where Monthly Giving is the first option and is also featured below. When people click on these options they are taken directly to a monthly giving-specific page that have been annually tested and optimized.
- Integrated calendar for Blitz
- FB, remarketing, display
- Retargeting Display ads Search Site link and review extensions Text ads Incentive programs Facebook Exchange
- Describe CHF campaign
- Earthjustice response form with monthly giving option included, SOS monthly donor invitation from April 2013, Children’s Health Fund newsletter bangtail from October 2013, PETA welcome package example Ocean conservancy example of welcome kit sustainer ask. Add a monthly giving buckslip into physical thank you letters for single gifts with a vanity URL for the sustainer dpage Include monthly giving on direct mail response forms
- Women For Women example
- Women For Women example
- Women For Women example
- International Medical Corps example – small segment of low dollar donors received mail piece with sustainer ask instead of single gift ask.
- The Ocean Conservancy example: welcome kit
- ]
- - Convert them right away, when they’re feeling good about the organization Cite the topic the donor joined on; vary the script if you have multiple acquisition packages (fur etc). Lifted pledge rates. Tested against a general ask. More conversational at the start, remind them, more personal. Treat it as a cultivation at the start. Best case scenario is have a rolling program; monthly if their acquisition is large enough; otherwise quarterly. Send a file monthly. Conversion program in the mail; welcome kit first, 2nd mailing a sustainer ask. Call to thank, call to invite to become a sustainer. OR just call after received welcome kit. Risk downgrading.
- “Save us a call” integrated email and post-call messages; PETA hedge/refuse/missed call example emails
- Notable spikes April 2013: first Hunger Core Blitz September 2013: NKH Month – Go Orange [Food Network: united 30 cable networks to raise $, bring in 3,150 pledge-takers, earn 114M media impressions, drive 107K visits to NoKidHungry.org, generate 1,500 tweets, and 7M social media impressions—all on one day] and month-long Dine Out [9k restaurant partners raise $$ for NKH led to 42K new pledge-takers, 3500 media hits, 43M reached in social media, emails, 662% increase in website traffic.] March/April 2014: Hunger Core Blitz
- After a monthly donor has been on the file for a time, you should attempt to upgrade their monthly gift. They aren’t going to offer – you need to ask them. Just like some reference to Casablanca here.
- Get the data right: exclude new monthly donors
- Share methods for upgrades Talk about not duplicating gifts if at all possible
- Share stats on # upgrades
- Sometimes monthly donors leave your file and you want to get them back, just like Rick wants Ilsa back in Casablanca.
- Messages 1 month prior to credit card expiring, in month of lapsed gift, 3 months, 6 months. At 2 months after lapse, go back into regular email stream.
- Lapsed member postcard & special landing page Talk about how important tracking is and how having multiple gifts will screw things up
- How keep your donors happy so they want to stay on your file, like Ilsa and Rick.
- True stewardship efforts need to be integrated. To treat monthly donors like you know them, you need to know that they ARE monthly donors across channels. Credit card issues is the biggest single method of losing monthly donors.
- -Thank monthly donors with autoresponder email, monthly receipts, annual mailed receipt with decal. Now also send a welcome package with certificate. -Quarterly branded stewardship emails. Extreme reduction in other email messages. -Donor benefits: invite to events, invite to join leadership calls, send special reports. - How to add benefits when you’re starting a program: see if you can add on to benefits you’re already offering. Share Our Strength added monthly donors to their leadership call for major donors. Other clients send event invitations to major donor events.
- Treat your monthly donors like you know who they are - Member survey, conditional content in messages, integrated communication (you know they’re a monthly donor across communication channels) From this survey last year, learned that premiums aren’t important to people. Regular reporting is the most valuable benefit.
- Regular reporting is the most valuable benefit.
- Comm calendar: ensure monthly donors are getting enough communication/getting fewer appeals. Are those appeals addl gift appeals/upgrade appeals. Offer a sample of this as a download through Bridge. Segment/suppress correctly. suppress from most appeals throughout the year & note that you know they’re a monthly donor when you do ask them. Remember: if you don’t ask them for additional gifts, they won’t make them. But they are your best supporters.
- Invite people to join with Electronic Fund Transfer instead Survey to change your gift – email address, amount, date, allow people to pause their gift for a couple months. PCI compliance At SOS: Cancellations – 25% in first month Attrition – 5% per month (first 6 months)
- -Have a dedicated phone number people can call with questions or problems. Some people want to do it themselves. We created a place for people to go online. Trying to avoid someone entering their credit card information again, resulting in duplicate sustainer gifts on their record, which messes up reporting. Email prior to card expiring
- 1,844 new monthly gifts since April ’13 Overall file grew by 200 gifts
- How to make edits to your main donation form and monthly giving donation form so that everyone will be happy and inspired to spend money (like they are in this scene in Casablanca when Sam is performing)
- Winning donation form from 2014 is pictured 2 rounds of testing in 2013 & 2014 Photo, benefits, add logo, add equivalency & suggested gift amount New headline & subhead Shorter & sharper lead copy Increased visual emphasis on donor benefits Increased guidance to a gift decision 2 column form field layout for less scrolling
- Value proposition: when CTA involves a significant commitments, like monthly giving does, it’s essentially to counter that anxiety by highlighting the benefits of taking action. This enables the potential donors to see the benefits as greater than the costs. Also have the trust seal at the top. Headline: communicate the nature of the ask, reinforce the CTA language from source links. Get to the donation page and it says monthly giving at the top Add equivalencies Turned it into a 2-column form so you can see more of the form Mobile optimized the form
- Sad child to communicate need Headline: improve upon just Monthly Giving and make it more active and donor focused Add /month to the ask string, tighten equivalencies (survey research) Tighten ask string
- Tests: Subject line, sender, design, time of day, day of launch,
- Watch retention rates Channels include online: website, social, search, email – as well as offline
- Best practices: Will lead to more organic monthly gifts Best practices in SEO, SEM will lead more people to your home page Best practices building your email house file and sending mobile optimized email …Leading to a mobile optimized home page and donation form Donation form taking best practices into account Ensure monthly giving is an option on your main donation form You will need staff resources in place to field calls, deal with expiring cards, people changing their card number, people needing to cancel. Long view: Set the foundation, you will see results. You’re multiplying that multiple gift x 12
- SOS stats. $500k additional revenue since Sept, 2013 Projecting additional $350k from 2013 sustainer gifts 2010 Revenue: $67,345 Gifts: 2,142 2013 Revenue: $750,854 Gifts: 27,623 April, 2010 Revenue: $4,658 Gifts: 146 April, 2014 Revenue: $63,177 Gifts: 2,301