Sustainer Giving: It's a Marathon, Not a Sprint
As people opt into your monthly giving program, it’s important that you connect with them differently. They should feel special. Because they are. Monthly donors are in it for the long haul. They are your most faithful supporters. Are you treating them that way?
As I mentioned in Sustainer Giving: Ready, Set Go! it’s important a team member is assigned to this group. Here are a few practical things they can do throughout the year to keep sustainers top of mind. The suggestions below won’t take a lot of time—but they require intentionality.
Every Week
Say Thank You: Run a simple report to find new sustainers. Drop them a handwritten note, welcome packet, or give them a call — or do all three! Share your gratitude.
Work the Plan: Take a look at the communication strategy you’ve put in place for this group. Do what’s needed this week to move things forward. Maybe that’s thinking about email content, adding this group to an upcoming event guest list, or crafting variable text for a direct mail appeal.
Every Month
Review Reporting: Pick one day each month to review gift reporting. It should be the day after credit cards are processed. If a sustainer has made a special gift (beyond their monthly commitment), send a special thank you! If a payment was missed do some investigating. Find out why.
Reactivate Lapsed Sustainers: If a credit card has expired or a payment has been missed, connect with the donor right away. Give a simple way for them to provide new information. Offer a checking account EFT option so card expiration is not an issue in the future. This is a great time to provide upgrade opportunities—remember a $5/month upgrade amounts to an additional $60/year. Small increases are valuable.
Every Quarter
Work the Plan: Execute any quarterly milestones in your communication plan. Is it time for a printed newsletter with a special note from the Executive Director? Is an event coming up that sustainers should attend? It is it time to ask for a special gift beyond regular monthly support?
Every Year
Invite to Upgrade: Once a donor has been giving monthly for close to a year, they should be invited to upgrade. Before this invitation is made, make sure you understand how your donor management system will handle upgrades. Think through how you will thank donors for increasing their commitment. Then, make the invitation! Amounts should be small in increments. An additional $5 or $10 per month will add up throughout the year. Use a multi-channel approach to upgrade: direct mail, email, social media, and telemarketing/personal phone calls.
Planned Giving: Sustainers are some of your most likely planned giving prospects. Be sure to provide them information about Legacy giving every now and then. A special feature in the sustainer eletter would do the trick.
Annual Reporting: You set some goals at the start of the fiscal year. Did you reach them? Reporting should focus on the number of monthly donors, average gift, average yearly gift and cumulative revenue the program is generating. Use this information to evaluate your progress and plan for the future.
Check your Process: Revisit your communication plan. Take a fresh look at your database management activities for this group. Look at your online giving page. Set aside some time to troubleshoot any issues that you uncover and make adjustments.
Celebrate: Share your results with others. Encourage your team and beyond to value sustainer giving.
Monthly donors are passionate about the work you do in the community and willing to connect on a deeper level. They have made a commitment to you.
Growing a healthy sustainer program is truly a marathon. Not a sprint. If cultivated well, sustainers will become a beautiful part of your donor community and a reliable, sustainable source of annual revenue for years to come.
By Jennifer Bivens
Bivens is a Senior Strategist & Vice President with MDM Fundraising. She has been with MDM since 2018 and has a decade of direct marketing expertise in Rescue Mission fundraising. Having served as Development Director for two large Missions, she understands the daily demands of leading an effective team to reach revenue goals. Bivens holds a Masters of Public Administration with an emphasis on Nonprofit Management. She is passionate about raising funds to equip ministries throughout the U.S. as they fight the root causes of hunger and homelessness. Jen can be reached at jbivens@mdmfundraising.com.