Achieve maximum program growth with these strategies to keep more sustainers on file as well as increase the amount that those sustainers are giving each month.
In the early years of major sustainer-program growth, revenue skyrocketed at many stations due to the fact that sustainers tend to provide a larger annual average gift compared to single-gift donors. Plus, sustainer retention skews much higher than single gifts as long as a strong retention and recapture program is in place. Once stations have moved beyond the initial growth period, growth mainly comes from two areas: 1.) Dialing in even more tightly on recapture…
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