Sustainer Donor Value

Sustainer Donor Value

We recently did some analysis on a client’s sustainer or monthly pledge donors. The client wanted to see how much donors were worth AFTER joining the monthly pledge program compared to their value BEFORE joining the program. While this wasn’t a test and we can’t directly prove cause and effect, we do find that the donors were worth $52 more – a 24% increase – after joining the monthly pledge program. If those donors stay on the program and maintain that difference in value, that’s an additional $260 over five years for every donor that joins the monthly giving program. So, maybe that means that they can afford to invest a little more in converting annual donors to monthly pledge donors. If they get an additional 200 donors to become sustainers each year, that’s an additional $10,000 each year. So, that’s $50,000 over 5 years. With an additional 200 new sustainers EACH year that’s $150,000 cumulative over 5 years! So maybe that means the organization can also spend a little more to cultivate and thank those donors once they become monthly sustainers. Even with a welcome package that costs $10 and another $10 invested in cultivation each year, that still leaves the organization with an additional $200 net per donor over 5 years. Pledge donors are more valuable. Are you treating them that...
The Medium and the Message

The Medium and the Message

I recently read an interesting article that reported on research from the USPS. It’s called “Why Direct Mail is More Memorable”. Now, the Post Office certainly has a vested interest in promoting direct mail, but aside from that, it’s a worthwhile read. If you have an extra 3 minutes, you should check it out. To summarize the study, the USPS partnered with the Center for Neural Decision Making at Temple University’s Fox School of Business to do the research. They studied people’s response to mail and print ads using Eye Tracking, Core Biometrics and Functional Magnetic Resonance Imaging – high tech stuff. Their findings? The article reports that the study participants spent more time with direct mail and print ads than they did with digital ads and they also remembered the messages more quickly and confidently with direct mail and print ads. “Physical ads elicited a stronger emotional response than their digital counterparts and, overall, had a longer-lasting impact.” Their conclusions are no different than what most savvy marketers already know – an integrated campaign is always the strongest campaign. We are creatures that like to touch things, interact with things. Including direct mail in a campaign gives a distinct advantage in being able to deliver a deeper...