Upload
heather-marsh
View
67
Download
4
Embed Size (px)
Citation preview
SustainersEverybody wants them, but what are the best tactics to get them?
The Power of SustainersConsistent, Reliable SupportHighly Valuable DonorsExcellent Retention
The Power of Sustainers
*Data provided by Integral.
The Power of SustainersRetention Rates by Channel (12
Month):◦DRTV/Web 65-75%◦TM and DM 70%◦F2F 45-55%◦Online Ads 60%
*Data provided by Integral.
Setting the StageGetting SustainersMaintaining SustainersSpecial Sustainer CampaignsLapsed Sustainers
GETTING SUSTAINERS
Setting the Stage
Types of SustainersNew to File as SustainersExisting Donors Converted to
Sustainers
Acquiring as Sustainers Primary donation pages / Organic
sustainers Social media Advertising Face to Face
Primary Donation Form
Paid Advertising
Converting Existing DonorsEmail InvitesWebsite Donation
Forms/InterceptsNon-Digital
◦Telemarketing◦Direct Mail (Acks)
Email Invite
+3%
Intercept
2%
Multi-Channel Acquisition
MANAGING EXISTING SUSTAINERS
Setting the Stage
Data ChallengesMultiple Databases
Segmentation / SuppressionExcluded from EverythingSelectively Included
Content Modifications
SPECIAL SUSTAINER CAMPAIGNS
Setting the Stage
Types of Special CampaignsUpgradesPre-LapsedAdditional AsksSystem Transitions
Upgrades(One Click!)
5% RR+$5.80 Avg Gift
Pre-Lapsed
Additional Asks
A Note About System Transitions
LAPSED/REACTIVATION OF SUSTAINERS
Setting the Stage
Lapsed Email (Transactional)
Recapture Email Series
Multi-Channel CommunicationSometimes, an Old School
Method is Part of the Solution.◦Letters◦Phone Calls◦AND Emails
When to “Give Up”When Does a Lapsed Sustainer
Become a Lapsed Donor?Data Challenges – Flags,
Suppressions, etc
THANK YOU!Questions?
How to Reach Me [email protected]