Some fundraisers say it all the time: “Sustainers aren’t right for my organization.” The excuses are myriad, from privacy concerns to having tried once to push a sustainer program to a focus on short-term ROI to a mission management believes don’t suit a monthly donor program.
Those are some reasons not to push a monthly sustainer program, but they’re not good reasons. Anne Morrison, Paige Grainger and Sue Adams of Target Analytics shared some good reasons to start a monthly sustainer program with attendees of the Direct Marketing Association Nonprofit Federation 2015 Washington Nonprofit Conference.
A Target Analytics analysis showed a median 4 percent decrease in donors giving single gifts between 2012 and 2013, and a 1 percent increase in donors giving recurring gifts. On a longer timeline, from 2009 to 2013, that 4 percent decrease held, but there was a median 18 percent increase in donors giving recurring gifts. Here are a few more reasons to jump on the bandwagon.
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