27 Keys to Monthly Giving Program Success, Part 4 (20-27)
Glass suggested doing an A/B split using Google Website Optimizer to track the results. He said that the World Wildlife Fund tested this with the goal to increase sustainers without harming overall revenue. The test revealed a decrease of about 15 percent in one-time donors but increase in monthly donors of about 117 percent. As we know, the lifetime value and annual value of a sustainer is a much greater than that of a one-time donor. The result then is if the value of a sustainer is three times more, return is 4.5 times higher.