< Back to Results Digital transformation lifts monthly sustainer program to new heights Challenge RKD’s partnership with Mothers Against Drunk Driving (MADD) began in July 2020. Immediately, we began working on modernizing their digital program across the board – using new technology, updated messaging and fresh creative. As these strategies were executed in the second half of 2020, we started to see a natural lift in new sustaining donors, adding $9,520 in monthly revenue in just six months. Our Role Multichannel strategy Digital strategy Creative Direction 25% Of online gifts recurring transactions 355 New sustaining gifts in 2021 209% Lift in new sustaining gifts over 2020 Accelerating MADD’s sustainer growth After seeing this lift, we began a targeted push to accelerate MADD’s sustainer program over the next two years, through: Naming the sustainer program “Difference Makers” Redesigning their donation form to optimize monthly giving buttons, add callouts and make the ask more prominent Creating a monthly email drip series to target donors who have given more than once in hopes of conversion Adding an evergreen media campaign targeted at donors going through the drip series Introducing an annual campaign called “Mother’s Month” that promotes monthly giving during May Adding a monthly pop-up to the donation form triggered by giving amount These optimizations are supported by RKD’s “always on” approach. We’re continuously testing creative and messaging and looking for ways to put a monthly ask in front of their audience. Significant lift in monthly gifts Thanks to these efforts, MADD has seen tremendous growth in their sustainer program. Recurring transactions have gone from making up 4% of online gifts to an average of 25% each month, giving MADD a steady, reliable stream of income. In 2021, MADD brought in 355 new sustaining gifts – a 209% lift over 2020. More Results View allView all Building a database to help a national organization reach new heightsRead more > Decade-long partnership leads to dramatic omnichannel growthRead more > A modernized approach for an evolving brandRead more > Strategic approach breathes new life into fundraisingRead more >
