Sustainers are the heartbeat of nonprofits, providing a reliable financial undercurrent that allows for confident planning and execution of long-term projects. They are cherished partners in mission-driven work, offering a stable foundation that fuels continuous impact and growth. Developing a dedicated team for sustainer relationships, empowering monthly donors as changemakers, and prioritizing accessibility and affordability are just a few of the key strategies for sustainer program excellence.
Whether you are well-versed in sustainer programs or just starting, this guide is designed to equip you with practical strategies to enhance your organization’s sustainer program and foster meaningful, long-lasting connections with your recurring donors.
1. Create a dedicated strategy to promote sustainable revenue.
Monthly donors form the backbone of program funding, boasting an impressive retention rate of 80%, nearly triple that of one-time donors. These invaluable supporters should have a comprehensive strategy to develop sustainable revenue. With a dedicated sustainable revenue strategy, organizations are empowered to plan effectively and allocate resources for impactful long-term projects.
Here are three strategies to test when planning strategically for sustainable revenue:
1. Incorporate a special match campaign to acquire new monthly supporters and ask existing sustainers for an upgrade. We found that offering an unlock match of $250 for each new / upgraded monthly donor works well. By clearly communicating the goal—gaining [insert number] new monthly donors and encouraging current monthly donors to upgrade— inspires the donor community to take action and amplify their impact.
2. Offer a premium like a brand sticker, mug, or t-shirt to recruit new monthly donors.
3. Promote the perks of being a monthly donor and test a point system similar to what retail brands utilize. The monthly donor can unlock special perks like a premium or the opportunity to direct their gift to a specific program on their birthday, refer a friend, and both their gifts will be matched for the month, etc.
2. Empower sustainers as changemakers.
By showcasing the transformative power of monthly donations, nonprofits nurture a deep emotional connection between sustainer donors and their cause, driving sustained engagement and support. Imagine presenting monthly donors with a personalized “impact roadmap” instead of a conventional shopping list – a visual representation of how their contributions at different levels directly influence and enact positive change within the organization’s programs. This innovative approach empowers donors to see the tangible outcomes of their generosity, creating a profound and personalized understanding of their essential role in the mission’s success. Such a visual narrative not only inspires continued giving but also cultivates a sense of ownership and pride in being a catalyst for meaningful change.
3. Prioritize accessibility and affordability.
Embracing an inclusive approach to monthly giving entails tailoring gift options to be easily digestible and adaptable to diverse donor preferences. This opens the door for a wider demographic to engage with and support the cause on a regular basis.
By breaking down contributions into smaller, more manageable amounts monthly, nonprofits can attract a spectrum of supporters, including younger generations seeking impactful ways to make a difference within their financial means.
Streamlining the donation process and offering a seamless, user-friendly experience – particularly through mobile platforms and alternative payment methods – further boosts the allure and accessibility of monthly giving. This strategic focus not only fosters a sense of inclusivity and convenience for regular donors but also aligns with evolving behaviors and technological trends, ensuring that the pathway to sustained support remains open and inviting to all.
4. Offer sustainers a sense of community – including special benefits.
Establishing a distinct and exclusive name for your monthly sustainers. This cements their integral position within the organization’s initiatives and nurtures a sense of belonging and pride.
Alongside this, offering a range of unique and targeted benefits – such as branded decals and totes, virtual program visits and expert talks, cell phone wallpapers, community playlists, or other thoughtful tokens of gratitude – not only deepens their understanding of the impact they’ve made but also serves as tangible symbols of their connection to the community.
5. Lean into long-term initiatives and messaging.
Recognizing the enduring dedication of recurring donors through transparent communication about the profound and sustainable impact their support brings to the community is essential in reaffirming their importance to the cause. Illustrating the tangible outcomes and successes achieved thanks to their contributions helps underscore the value of their prolonged engagement, further motivating them to not only maintain but potentially increase their support over time.
You can accomplish this through sharing meeting notes openly, hosting AMAs with leadership and the public, or maintaining a section on your website that gives easy access to financials. This strategy not only strengthens the bond between the organization and its most committed supporters but also encourages a culture of continued partnership and growth, ensuring a stable and evolving source of funding critical for long-term objectives.
6. Create donor engagement outside of giving.
Encouraging sustainers to engage with your organization beyond financial contributions can cultivate relationships that are both deeper and richer in understanding. Implementing communication strategies that prioritize the impact of their support, along with interactive elements like quizzes, surveys, and polls, not only educates donors about your mission and programs but also opens a channel for the organization to gain insights into the monthly donors’ preferences and values. This reciprocal exchange of information builds a more robust connection between the donors and the non-profit, fostering a community of informed and involved supporters who feel valued and understood.
7. Extend monthly giving options through all campaigns!
Integrating options for monthly contributions into larger fundraising efforts can significantly bolster the appeal of recurring giving. Tactics such as implementing sustainer match challenges, where an initial monthly gift might activate an additional donation (for example, trigger an extra $200 with your initial recurring gift), can be very effective. Including mentions of these opportunities in the postscripts of campaign materials keeps the option of monthly giving visible and intriguing.
Furthermore, crafting campaigns that are entirely centered around monthly giving, using similar matching incentives or creating compelling calls to action that coincide with special dates related to the organization’s cause or significant historical moments can captivate potential sustainers’ attention and encourage them to become part of the ongoing support network. An approach like this not only highlights the importance of continuous support but also ties donors’ contributions to the evolution and success stories of the organization.
8. Regularly communicate to cultivate relationships.
Strengthening relationships with monthly donors involves regular and meaningful communication to keep them informed and engaged. Consistent updates play a critical role in showing donors the tangible outcomes of their contributions and ensuring your cause remains a priority for them.
Employ detailed impact reports and vivid storytelling to demonstrate the real-life effects of their donations. This strategy not only nourishes their interest but also encourages ongoing support, reinforcing the importance of their role in achieving the organization’s goals. By making sustainers feel connected and essential through informed narratives, they are more likely to continue their commitment to your mission.
9. Demonstrate transparency and accountability.
Fostering a culture of openness regarding the allocation of monthly contributions is essential in cultivating trust and promoting continued donor engagement. Reassuring monthly supporters about the concrete benefits derived from their generosity becomes doubly important, especially during periods of economic unpredictability.
Illustrating clearly how every donation is utilized not only provides clarity but also reassures sustainers of the value and effectiveness of their recurring support. By reinforcing the notion that each contribution plays a crucial role in advancing your organization’s efforts, you encourage a deeper sense of partnership and commitment among your sustainer donor base.
10. Enhance personalization in communications.
Tailoring your communication strategy to resonate with the unique preferences and prior donations of each monthly supporter can significantly enhance their engagement with your cause. When monthly donors feel that their individual interests and previous support are being recognized and valued, it deepens their sense of connection and solidarity with your organization.
A deeper, more personalized approach not only enriches a sustainer’s experience but also fortifies their bond with your mission, fostering a stronger sense of collaboration and shared purpose. Such bespoke interactions signal to sustainers that they are not merely funders but active partners in the organization’s endeavors, thereby reinforcing their dedication to your shared goals.
11. Celebrate your monthly donors’ milestones.
Acknowledging significant landmarks in the relationship with your monthly donors, like the date they started donating or when their cumulative giving reaches a notable sum, is vital. Crafting distinct and heartfelt messages to celebrate these events can significantly highlight the sustainer donor’s importance to your mission. By doing so, you are not just showing gratitude but also conveying a deep understanding of their journey with your cause. This personalized acknowledgment serves as a powerful affirmation of their role within your organization, which can, in turn, be a driving force for continued support. It tells donors that they are seen and appreciated, reinforcing their commitment and potentially inspiring increased generosity in the future.
Strengthening Ties with Sustainer Donors
By implementing these 11 strategic tips, organizations can significantly enhance their monthly giving campaigns, leading to more effective fundraising efforts and deeper connections with donors. These strategies not only improve the mechanics and messaging of giving programs to resonate better with donors but also involve personalization to recognize individual contributions and celebrate donor milestones. This optimizes the donation process, making it as fulfilling and straightforward for donors as possible, and ensures that each contributor feels appreciated and integral to the organization’s mission.
Such a focused approach on building strong, lasting relationships with monthly donors goes beyond securing immediate financial contributions; it fosters a sense of community and commitment around shared goals. Cultivating this deep connection based on trust, respect, and mutual understanding encourages long-term donor engagement. This continued support is vital for your organization’s ability to advance its mission and maintain a stable base of funding. Ultimately, these well-nurtured relationships guarantee sustained support, which is crucial for the enduring success and impact of your organization’s efforts.
