Monthly Sustainers vs. One-Time Donors? Finding Middle Ground

16-8-10_squareAHHHH, the sweet sounds of monthly sustainers. Committed and highly engaged monthly donors, whose gifts hit a nonprofit’s ledger with increasing regularity as more and more of them embrace autopay options.

No wonder nonprofits spend a lot of money and effort to acquire them; either directly from a prospect universe (often DRTV or face-to-face canvassing) or cultivated from qualified donor segments, which usually require a telemarketing component to close the deal.

In either case, it’s a labor-intensive, expensive exercise with a low conversion rate, but one that yields a high payoff.

Yet despite their potential, many monthly sustainer programs are intrinsically flawed: Continue reading