SustainersEverybody wants them, but what are the best tactics to get them?

The Power of SustainersConsistent, Reliable SupportHighly Valuable DonorsExcellent Retention

The Power of Sustainers

*Data provided by Integral.

The Power of SustainersRetention Rates by Channel (12

Month):◦DRTV/Web 65-75%◦TM and DM 70%◦F2F 45-55%◦Online Ads 60%

*Data provided by Integral.

Setting the StageGetting SustainersMaintaining SustainersSpecial Sustainer CampaignsLapsed Sustainers

GETTING SUSTAINERS

Setting the Stage

Types of SustainersNew to File as SustainersExisting Donors Converted to

Sustainers

Acquiring as Sustainers Primary donation pages / Organic

sustainers Social media Advertising Face to Face

Primary Donation Form

Paid Advertising

Converting Existing DonorsEmail InvitesWebsite Donation

Forms/InterceptsNon-Digital

◦Telemarketing◦Direct Mail (Acks)

Email Invite

+3%

Intercept

2%

Multi-Channel Acquisition

MANAGING EXISTING SUSTAINERS

Setting the Stage

Data ChallengesMultiple Databases

Segmentation / SuppressionExcluded from EverythingSelectively Included

Content Modifications

SPECIAL SUSTAINER CAMPAIGNS

Setting the Stage

Types of Special CampaignsUpgradesPre-LapsedAdditional AsksSystem Transitions

Upgrades(One Click!)

5% RR+$5.80 Avg Gift

Pre-Lapsed

Additional Asks

A Note About System Transitions

LAPSED/REACTIVATION OF SUSTAINERS

Setting the Stage

Lapsed Email (Transactional)

Recapture Email Series

Multi-Channel CommunicationSometimes, an Old School

Method is Part of the Solution.◦Letters◦Phone Calls◦AND Emails

When to “Give Up”When Does a Lapsed Sustainer

Become a Lapsed Donor?Data Challenges – Flags,

Suppressions, etc

THANK YOU!Questions?

How to Reach Me heather.marsh@abdata.com