This document summarizes a webinar on monthly giving landscapes in 2014. It introduces the webinar hosts, Adam Lemmon and Danielle Johnson-Vermenton, and provides information about their backgrounds. The webinar topics are then outlined as sustained giving, current trends, and making monthly giving practical. Information is provided on the benefits of sustained giving programs, including increased lifetime donor value and predictable revenue. Data is shown on sustained giving as a percentage of online fundraising. The webinar discusses tools like donation management and how Luminate clients are performing. It provides examples of non-profits with successful sustained giving programs and promotes making the transition to monthly giving easy for donors. Questions and next steps are solicited

1. Monthly Giving Landscape in 2014
February 6, 2014
Hosted by Adam Lemmon & Danielle Johnson-Vermenton

2. Adam Lemmon
Lead Interactive Consultant
Go! Team
• Lives in Austin, TX
• If I weren’t doing this I would
be a backpack designer
Danielle Johnson Vermenton
Senior Interactive Consultant
Go! Team
• Former nonprofit fundraiser
• Lives in Atlanta, GA
• If I weren’t doing this I would
be a chef

3. Today’s Topics
Sustained Giving: It just makes sense
What’s happening today
Making it practical for you
Next Steps and Q&A

4. “…it just seems to make sense to invest in a system
or process that can truly encourage sustained
support.”
See more at: http://www.npengage.com/fundraising/sustained-giving-systematizing-donorloyalty/#sthash.jZ7sBEth.dpuf

5. ■ Lifetime value of a sustainer is
ALWAYS higher
o
Typically a donor who contributes two
$25 gifts per year, for a total of $50, will
sign up for monthly giving at $10 a
month. Which increases annual gift to
$120
■ Generates predictable revenue
■ Retention is significantly
increased
■ Sustainer program is a strong
2nd gift strategy
■ Sustainers are strong Planned
Giving prospects

6. ■ 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

7. Why Sustained Giving matters?
20.00%
15.00%
10.00%
5.00%
0.00%
Overall Giving Distribution for 2012
Source: 2012 Charitable Giving Report

8. Why plan a sustained giving campaign?
Sustained giving as a percentage of total monthly funds raised online
Sustained giving is 17% of online
fundraising
Source: Analysis of three large non-profits with sustainer programs
Sustained giving is
5% of online
fundraising

9. Content
Management
Email
Marketing
Donation
Management
Reporting &
Analytics
Event
Fundraising
eCommerce
Automation
Segmentation
Testing

10. How are Luminate clients doing?
30
PERCENT
Canada
From the 2013 Online Marketing Luminate Benchmark Report

11. What has the
strongest potential
for growth in the
coming years?

12. Growth Over Time
© 2012 Blackbaud, Inc.

13. Large
Small
Medium
Dec-09
Nov-09
Oct-09
Sep-09
Aug-09
Jul-09
Jun-09
May-09
Apr-09
Mar-09
Feb-09
Jan-09
Dec-08
Nov-08
Oct-08
Sep-08
Aug-08
Jul-08
Jun-08
May-08
Apr-08
Mar-08
Feb-08
Jan-08
Building a Sustainer Program
New Sustaining Gifts (Cumulative)
2 Year Timeline of Growth
1,000
900
800
700
600
500
400
300
200
100
0

14. Sustained Fundraising

15. Today’s Topics
Sustained Giving: It just makes sense
What’s happening today
Making it practical for you
Next Steps and Q&A

16. Make it easy to become a
monthly donor.
© 2012 Blackbaud, Inc.

17. © 2012 Blackbaud, Inc.

18. Promoting sustained giving
with multi-message
campaign
© 2012 Blackbaud, Inc.

19. Northern Illinois Foodbank

20. Emancipet

21. Vitamin angels

22. Campaign template

23. Ongoing Tactics
© 2012 Blackbaud, Inc.

24. Explore Use of Upsell Lightbox
•
•
•
Wanted to
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.

25. Multichannel / Integration
• What else…something to
add from Chas?

26. What else is happening
• Welcome Series with a 3rd message soliciting
for a sustainer gift
• Asking for a sustainer gift first in campaigns
and putting one time gifts as secondary
• Gratitude strategies for sustained giving
donors, ie: “Impact eCards”
• Enabling donors to manage their own gifts

27. Today’s Topics
Sustained Giving: It just makes sense
What’s happening today
Making it practical for you
Next Steps and Q&A

28. Making it practical for you

29. Where are you in the life cycle of sustained giving?
Foundation
Sustaining gift opportunity is clear to your donors and has support from staff
Intermediate
Strategy to grow your sustained giving program – online & offline
Advanced
Campaigns for retention & upsell plus tactics for program maintenance

30. Sustained Giving
Marketing and
Promotion
Storytelling /
Fundraising
Program
Maintenance
Foundation
•
Promote on website as
way to give
•
Educate constituents, staff
& board on the giving
opportunity to make
monthly gifts
•
•
Basic reporting
Admin ability to
manage gifts
Intermediate
•
Integrate campaign
with print and social
media
•
Multi-message campaign
& dedicated donation form
•
Query sustained
giving donors to
suppress from other
campaigns
Advanced
•
Year long plan and
inclusion in editorial
calendar
•
•
•
Upsells
Unique giving opp
Branded giving opp
•
Allow donors to
manage their own
gifts online (see more
in session 2!)

31. Sustaining campaign big picture
Planning
Building
Launching
Reporting
- Who will need to be
involved for final
approval?
- Email Campaign
reports to review
audience reaction
(opens/clicks)
- Theme/Narrative
(What’s the story?)
- Develop the multi
message campaign
- Tone
-Include 3 messages, a
- What target date do
dedicated donation
you have in mind for
form and
launching?
autoresponders
- Voice (Who’s
pitching the ask?)
-Timing and tie ins
-Include 3-4 concrete
examples of impact to
$
- Schedule the
message deliveries in
advance
- Promote the initiative
across multiple
channels (multichannel!)
- Donation reports to
review gifts
-Have a Gratitude
Strategy

32. Today’s Topics
Sustained Giving: It just makes sense
What’s happening today
Making it practical for you
Next Steps and Q&A

33. Commercial Break
Go! Essentials

34. Questions?
Join us for our next call
Wednesday, February 26
2:00 pm EST
Start to Finish: Building Blocks for a sustained giving program

35. Resources
Online Marketing Benchmark Study (see how you stack up)
https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy
What is the Sustainer Bump?
http://www.npengage.com/sustained-giving/the-sustainer-bump/
Increase Donor Loyalty with Sustained Giving http://www.npengage.com/fundraising/sustained-givingsystematizing-donor-loyalty/
Best Practices in Monthly Giving from Gail Perry
http://www.gailperry.com/2011/07/20-best-practices-for-monthly-giving-programs/
Keeping Monthly Donors is Worth the Effort
http://www.thenonprofittimes.com/news-articles/keeping-monthly-donors-is-worth-the-effort/
10 Things to Know about a Basic Sustained Giving Program
http://www.fundraisingsuccessmag.com/article/10-things-you-need-know-about-creating-monthly-giving-program410431/1#
New Audiences, New Channels
http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=6890
Gift Parity on npENGAGE
http://www.npengage.com/online-fundraising/gift-type-parity-emerging-best-practice-for-2014 /
npEXPERTS Show the Love eBook
https://www.blackbaud.com/nonprofitresources/npexperts?utm_source=blackbaud&utm_medium=website&utm_content=homepage&utm_term=corp&utm_ca
mpaign=npEXPERTS2014

36. More Campaign Examples

37. Butte Humane Society

39. Can-Do-Canines