Monthly donors are often some of the most valuable donors to a nonprofit organization. Their gifts, although often smaller in size, add up over time resulting in higher aggregate totals than many one-time givers. Monthly donors typically have a retention rate 2X or 3X higher than other donors. The Connecticut Humane Society needed a comprehensive strategy to drive more monthly donors and increase their sustainer program.
Newport ONE implemented a series of coordinated strategies to grow the organization’s monthly donor file, which included:
• targeted monthly donor prospecting email series twice a year
• integrated digital graphics on the organization’s website and social media
• an upgrade ask email series deployed twice during the year to current monthly donors
• ask string testing to optimize response
• a website modal/lightbox deployed several times during the year to drive increased sustainer giving as well as upgrades of existing monthly donors.
In the past two years, the file has grown 23% and revenue has jumped 25%. And this will continue to grow as our strategy expands to support their rapid growth.
