20 Direct-Marketing Ideas for Small Nonprofits, Part 3
High Line actually launched the program in October 2011, including messaging about the sustainer program on all its efforts: acquisition, renewal, welcome kit, everywhere. The impact was incredible, Temeles said. High Line converted 2.5 percent of its file to sign up for the monthly giving program. And the annual value of monthly givers exceeded that of its typical donors. The annual value of its members is typically an average of $143; sustainers' average annual value is $211.
"Start a sustainer program, launch one, give donors the opportunity," Temeles said. "Decide what amount is right for you and your donors. When you get people giving every month, it's an easy way to increase the annual value of a donor."
15. Create specialized appeals
The Lincoln Center was trying to find ways to increase giving from donors, Batcheller said, so the organization started offering "mini-membership" programs around the theater's marquee summer performances. The idea was to give these select donors "behind-the-scenes" benefits with higher price points.
One of these special appeals was the Royal Shakespeare Co. Producers Circle membership. The offer was sent to a select group of donors with a much higher price point to get the benefits of this behind-the-scenes offer. Nineteen current and 12 lapsed donors joined this specialized program, and while 31 gifts may not seem like much, these 31 gifts alone raised $129,500 for Lincoln Center. Also, there was a huge increase from $150-plus gifts to $1,000 to $3,000 gifts for membership, Batcheller said.