Here is a Canada focused version that also includes screen shots of the Luminate Online platform. I walk through examples of what is happening today in monthly giving then discuss ways to incorporate that into your own strategy.

1. Building Blocks for Sustained
Giving Strategy
Danielle Johnson Vermenton, CFRE
npCONNECT

2. #npCONNECT
Building Blocks for a
Sustained Giving Appeal
Danielle Johnson Vermenton, CFRE @djvermenton
Principal Consultant #npCONNECT

3. So what do we know?

4. ■ Lifetime value of a sustainer is
ALWAYS higher
■ Generates predictable revenue
■ Retention is significantly
increased
■ Appeals to the generations
■ Sustainer program is a strong
2nd gift strategy
■ Sustainers are strong Planned
Giving prospects

5. ■ 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

6. What’s happening today?

7. © 2012 Blackbaud, Inc.
It’s easy to become a
monthly donor

8. © 2012 Blackbaud, Inc.

9. © 2012 Blackbaud, Inc.

10. © 2012 Blackbaud, Inc.
Promote with
multi-message campaigns

12. © 2012 Blackbaud, Inc.
Ongoing Tactics

13. Used to convert
one-time donors
to sustaining
donors.
Over the 5
months, 10% of
one-time donors
converted to
sustainers.
USING LIGHTBOXES FOR UPSELLS

14. • What
else…something to
add from Chas?
INTEGRATION ACROSS CHANNELS

15. OTHER ONGOING TACTICS
Monthly gifts are the first option in campaigns
Gratitude strategy just for monthly donors
Donor can manage their giving online
Welcome Series with a sustainer ask

16. © 2012 Blackbaud, Inc.
Building blocks
Making it practical for you

17. BASIC BUILDING BLOCKS
Technology to
process &
recognize online
monthly gifts
Ability to
manage expiring
credit cards
Easy reporting
Easy querying
Software
solution that can
automate and
segment email
communications

18. ONLINE DONATION FORM
Monthly giving is prominent on your
website – easy to find
Dedicated monthly donation form
Gift levels tied to impact on the form
Form is concise – fewer fields
means lower “abandonment” (don’t
be tempted to ask other questions)
Customize the autoresponder (TY)

19. © 2012 Blackbaud, Inc.

20. A WINNING APPEAL
Run multi-message appeal
campaigns with a dedicated
donation form
Segment messaging
Connect amounts to impact &
mission
Add immediacy with a deadline
Integrate offline & online channels

21. It starts with your audience: Constituent360

22. You create the campaign and message

23. Then craft integrated, targeted messages

24. Do more by customizing & personalizing

25. 25
Compelling opening
statement
Clear call to action
Spell out the impact
Create a movement
Bullets create natural
white space
Action Link & Buttons

26. © 2012 Blackbaud, Inc.
APPEALS TIP: THINK MOBILE
Of all emails were
opened on mobile
devices
51%

27. 6/12/2015 Blackbaud Confidential 27
Download the appeals workbook
http://npengage.com/nonprofit-industry-reports

28. ONGOING MAINTENANCE
It isn’t a competition for donors
Have a customer experience
Monitor transactions
Benchmark results
Add tactics as program matures
Celebrate milestones

29. Dig into the details, understand what’s working

31. Have a Customer Service
Plan
Who will handle donor inquiries
Can the donor manage their giving
online
Will you suppress donors from other
campaigns
Keep the ones you love
Develop a gratitude with attitude
strategy
Integrate recognition in other
communications

32. © 2012 Blackbaud, Inc.
CHART A PATH TO SUCCESS
Develop a year long plan
Manage the customer & donor experience
Report & manage monthly
Identify the tactics & timing for your strategy
Start with the right technology & processes

33. Q
A

34. Let’s keep the
conversation going!
@djvermenton
Blackbaud Index Canada
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All things Blackbaud Canada
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Best practices, Trends,
Thought Leaders
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