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2. Building Blocks for a Sustained
Giving Program
February 26, 2014
Hosted by Adam Lemmon & Danielle Johnson-Vermenton

3. 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

4. Today’s Topics
Sustained Giving: It just makes sense
Building Blocks of Sustained Giving
Donation Forms
Email Campaigns (Marketing/Promotion)
Ongoing Maintenance
Key Takeaways
Q&A

5. “…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

6. Sustained Fundraising
programs require time to grow
Monthly giving is growing in
popularity amongst American
donors (and Canadian donors
too)
Important to make monthly
giving option easy to find

7. Today’s Topics
Sustained Giving: It just makes sense
Building Blocks of Sustained Giving
Donation Forms
Email Campaigns (Marketing/Promotion)
Ongoing Maintenance
Key Takeaways
Q&A

8. Commercial Break
Go! Essentials

9. 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!)

10. Sustaining campaign big picture
Planning
- Theme/Narrative
(What’s the story?)
- Tone
- Voice (Who’s
pitching the ask?)
-Timing and tie ins
Building
- Develop the multi
message campaign
Launching
Reporting
- Who will need to be
involved for final
approval?
- Email Campaign
reports to review
audience reaction
(opens/clicks)
-Include 3 messages, a
- What target date do
dedicated donation
you have in mind for
form and
launching?
autoresponders
-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

11. © 2012 Blackbaud, Inc.

12. © 2012 Blackbaud, Inc.

13. ONLINE
DONATION FORM
Monthly Giving Option Enabled
Clear Definition that this is a
monthly/recurring donation form
Provide details on gift level impact
Keep your form as concise as
possible – fewer fields means lower
“abandonment”

14. Vitamin angels

15. Campaign template

16. Headline
Opening Statement (be bold)
Concise background info
Clear call to action – link
Levels: Spell out the impact

17. Headline
Opening Statement (be
bold)
Action Link
Concise background info
Bullets create natural
white space making it
more legible and
scannable
Levels: Spell out the
impact

18. Campaign template
Headline
Closing statement – call
to action
Bullets create natural
white space making it
more legible and
scannable
Final Call to Action!

19. Campaign template
Headline
Thank You
Impact statement: bullet
points = faster reading
Tell Others

20. MULTI-MESSAGE
CAMPAIGN
Multi-message campaigns
outperform one-off appeal
Help your audience anticipate the
monthly giving campaign (talk about
the “upcoming” campaign in your
eNews)
Clear call to action
Let them know that this campaign
will come to a close

21. © 2012 Blackbaud, Inc.

22. KEY REPORTS
New monthly donors / Lapsed monthly donors
Total $ from sustaining gift
Average monthly donation $
Monthly processing (any payments errors/failures?)
Plan for ongoing gift management:
1) Admin ability to manage gifts
2) Donor ability to self-manage gifts online
Ongoing attention to card expiration dates
Monitoring upcoming end-dates (if applicable)

23. Service Center
Logged in view for donor
Donors have the tools to
be in control of their
experience via the
Service Center.
Donation form configuration options

24. Customer Service
What is the donor experience
 Who will handle donor inquiries?
 Will you send annual receipts? Or
monthly?
 Will you suppress donors from other
campaigns?
Keep the ones you love!
Make sure you’re their favorite
 Develop a gratitude with attitude
strategy JUST for your monthly
donors
 Use technology to make it
automated

25. ONGOING
MAINTENANCE
Reporting
Customer Experience
Retention Strategy
Incentives
Offline Conversion
Branding & Marketing

26. Today’s Topics
Sustained Giving: It just makes sense
Building Blocks of Sustained Giving
Donation Forms
Email Campaigns (Marketing/Promotion)
Ongoing Maintenance
Key Takeaways
Q&A

27. Planning
Building
Launching
© 2012 Blackbaud, Inc.
Reporting

28. © 2012 Blackbaud, Inc.

29. Today’s Topics
Sustained Giving: It just makes sense
Building Blocks of Sustained Giving
Donation Forms
Email Campaigns (Marketing/Promotion)
Ongoing Maintenance
Key Takeaways
Q&A

30. Questions?

31. 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

32. More Campaign Examples

33. Butte Humane Society

35. Can-Do-Canines

36. Northern Illinois Foodbank

37. Emancipet