As we settle into 2019, there’s ONE marketing program every single nonprofit should have on their list to prioritize. No matter your size, no matter your cause, this program should be on your priority list for 2019.
Building and growing your sustainer giving program is paramount in 2019.
Why do I say this? Haven’t recurring giving programs always been important for nonprofits? Why are they even more important in 2019?
I’m glad you asked.
I’m going to host a live one-hour web briefing via videoconference on this whole topic on March 21, along with Allen Thornburgh, VP Strategic Innovation. I would love for you to join us https://Masterworks.zoom.us/j/196410539.
Web Briefing: Growing Sustainer Programs in the Subscription Economy
Thursday, March 21, 9 a.m. PT / 12 p.m. ET | 60 minutes
Format: Briefing on key findings, trends and hosted small-group roundtable discussion
During the briefing we’ll unpack several key trends that are driving a transformation in recurring giving programs today. We’ll discuss examples of new sustainer programs that are thriving today, how we believe nonprofits should build and grow these programs, and end with a group discussion time.
Preview: 3 reasons driving the transformation in recurring giving
- Donor loyalty is changing. Retention for single-gift programs is a major challenge — bringing in enough donors and value, while retaining existing donors, requires more effort and sophistication than any other time in history. Donors give to more nonprofits than ever before but retain at a generally lower rate — loyalty isn’t what it used to be. This isn’t to say that donor loyalty doesn’t exist anymore. In fact, it’s more important than ever. But it’s changing — we’ll discuss this during the briefing.
- Costs to acquire are rising. Single-gift donors and recurring donors alike are more expensive to acquire today than they were even a couple of years ago. With retention waning and costs increasing, nonprofits need to find ways to acquire higher-value, higher-retaining donors. Sustainer programs are the first line of defense!
- Welcome to the Subscription Economy. All of these trends in loyalty and cost mirror the consumer world — customer loyalty is declining, costs to acquire are rising. At the same time, we’re seeing the rise of what many are referring to as the Subscription Economy. That is, the act of paying a company on a recurring basis for access to a product or service. Consumers today are becoming more and more comfortable with recurring transactions in all areas of their life. This is huge, and we’ll unpack during the briefing.
Recurring giving — it’s not just for child sponsorship anymore.
It used to be that building a highly effective sustainer program meant meeting specific criteria: a very visible need, an offer that made sense in the $20 to $40 range and a one-to-one model (think child sponsorship). But today, every nonprofit can and should be building and growing an effective sustainer program.
I would love for you to join us, Thursday, March 21, at 9 a.m. PT / 12 p.m. ET.
Web Briefing: Growing Sustainer Programs in the Subscription Economy
Thursday, March 21, 9 a.m. PT / 12 p.m. ET | 60 minutes
Format: Briefing on key findings, trends and hosted small-group roundtable discussion
If you’re interested, I encourage you to join me. This should be a great discussion!