DCNP17 Go Monthly or Go Home!

Go Monthly or Go Home!
How to transition to a “monthly first” program

BROUGHT TO YOU BY…
Lesley Hostetter, VP
Lautman Maska Neill & Company
and
Dane Grams, Director of Membership
The Human Rights Campaign
@LAUTMANDC @HRC @DMANF #DCNP2017 #GoMonthly

First, a little background …

History of HRC’s Partners Program
• Launched in the 1990’s with 2,000 sustainers
• To really impact social change – needed a bigger army,
and more funding

Invested Heavily in the Pipeline
• Maintain 1,000,000 supporters (activists)
and 500,000 members
• Key to scaling retention was to increase
sustainer conversion

Investment Channel #1
Street Canvassing

Canvass Program: Largest Source of Sustainers
• Pros:
• Rapid growth
• High visibility
• Cons:
• Weak retention – 33% in year 1
• Expensive
30,000 new
sustainers
this year!

Canvass Program: How it Works
• Outside agency trained on issues
• Monthly first ask
• Focus on one issue
• Highlight being outnumbered by opposition

Canvass Program: Transition to
Tablet Technology
• Paper forms
• manual intensive
• room for error
• Tablets
• seamless process
• immediate credit card charge
Tablet increased
average gift by x%!

Canvass Program: What to watch for on the back-
end
• Data!
• Sync with database
• Encryption
• Cancellations/processing fails
• Retention Plans and Expectations
• High drop-off rates
• “Different” type of donor

“How the heck do I make the case for a canvassing program?”
Start small – proof of concept

Website/Email

Website
• Pros:
• It’s Easy!
• Cons:
• Might sacrifice
short-term revenue
3-fold increase
in new Partners
at roll-out!
Toggle web form has been crucial!

Lightbox
in high
traffic
moments
132 sustainers!

Sustainer Email Campaigns
• Urgent & Timely
• Broad themes “rights on the line”
• 400-500 Partners/campaign

Dedicated Ask on Giving Tuesday
• Not as strong — 90 new Partners
• Lots of inbox competition

Sustainer Option in Emails
• More passive — donor in control
• Premium offers work
596 new
sustainers at
year-end!

Digital Advertising

The election has changed everything.
Including the ROI on digital advertising.

Sustainer Recruitment Timeline:
Threats to LGBTQ equality are major motivators
0
10
20
30
40
11/15/16 11/23/16 12/1/16 12/9/16 12/17/16 12/25/16

HRC’s Digital Advertising Goal:
Acquire new members
Without even trying, we have acquired 1,000+
new sustainers through ads in less than 3 months.
Let’s look at the most successful ads on Facebook….

Sustainer Recruitment at Year-End
Platform Monthly Donations Monthly Revenue
Facebook 181 $2,452.00
Google Search 143 $3,023.02
Twitter 1 $5.00
Social Sharing 11 $160.00

The success of ads is
due to the website:
People are choosing the
monthly option on their own.

But What About the ROI?
• Cost/sustainer is over $100
• Will be recovered within 12 months
• And 1x donations are SO strong – if those are counted, costs are
recovered immediately

No Money for Paid Ads? No Problem!
• Post similar ads organically in your Facebook feed
• Dedicate a small section of your website for a
rotating “ad” in high traffic moments

Traditional Direct Response

Let’s Cut to the Chase:
Mail Getting more aggressive with sustainer asks
Telemarketing Historically strong, but falling off
These sustainer sources have
the best retention and value.

Direct Mail: Welcome Kit
• Monthly-First mantra
from the beginning
• Goes out weekly

Telemarketing: New Joins
• Every other month
• New donors and supporters
• Post-election seeing a 7% sustainer rate!
I’m calling to welcome you
as one of HRC’s newest
members.
We must be stronger than
our enemies – will you help
by joining the monthly
Partners program?
700
sustainers
this year

Direct Mail:
Renewals
• Assumptive,
Monthly-First Ask
1,400
sustainers
this year

Telemarketing: Renewals
• Smaller, highly targeted
• Timing aligned with mail
Many supporters are renewing by
becoming HRC Partners –– making
smaller automatic monthly gifts
rather than a larger annual gift …
300 sustainers
this year

Monthly-First
Points to Ponder

• Prepare for “skimming off” the best donors
• As donor file shifts, budgeting can be a challenge
• Must have communication plan for active sustainers

How Will You
“Go Monthly” This Year?

Easy Ways for Slow Growth:
• Test sustainer ask in renewal or appeal mail
• Market sustainer program in acknowledgements and online
• Experiment with online donation forms

Bolder Ways to Grow Quickly:
• Pop-up/interrupt on donation form
• Dedicated sustainer email campaign
• Incorporate dual ask into mail and email
• Talk with canvassing (or DRTV) companies to discuss potential

THANK YOU!
Lesley Hostetter, VP
Lautman Maska Neill & Company
and
Dane Grams, Director of Membership
The Human Rights Campaign

DCNP17 Go Monthly or Go Home!

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DCNP17 Go Monthly or Go Home!