2014 Washington Nonprofit Conference: True Stories of Telefundraising Success
Grabbing new and renewed donors quickly after their recent gifts is important. They are in tune with PETA right now and were just compelled to give to our organization. We jump in while they are still feeling this passion and motivation and ask them for a monthly commitment. Timing is everything.
Our script starts out with a question: "What's the main reason you support PETA?" This allows the donor to have a voice and feel connected with the caller (i.e., with us). After two sustainer asks, we go into a single gift as the third and final ask.
What kind of results are we seeing? Our last two campaigns brought in a 9.2 percent and 8.5 percent sustainer pledge rate respectively, with average gifts hovering around $14.50 for both. After fulfillment for our November campaign, we are seeing an annualized income just above $50,000, with 195 new sustainers and 342 single gifts. And remember … they just gave a previous gift in the last three months, so these additional single gifts from the folks that chose not to become sustainers still show engagement and an indication of strong lifetime value — because we all know getting the second gift can be a challenge.
PETA is also testing extensively in the sustainer invite telefundraising program — everything from first asks to credit card asks and the fulfillment outer envelope.
PETA also runs an annual sustainer upgrade program, which we are about to kick off at the end of February. Without going into too much detail, I will just say that our 2013 campaign saw a 44.9 percent upgrade pledge rate and a $3.41 average upgrade amount. Needless to say, you should ask your sustainers to upgrade.
Your takeaways from what PETA is doing with sustainers in telefundraising: