The Engage Group partnered with Food & Friends to help grow the Bread & Butter Club monthly giving program. The goal was to grow this program by 50 members through an outreach campaign to prospects, donors, and lapsed sustainers for one month as well as ongoing web tactics that would carry out through the end of the fiscal year.
The first step in accomplishing this goal was a team meeting to review the current program in detail. The team developed strategies to troubleshoot any areas needing enhancement before launching the outreach campaign.
Once understanding of the current program was gained, the team could focus its efforts on messaging and tactics for an online prospect-to-sustainer and donor-to-sustainer conversion campaign. The campaign focused on monthly-only donations, with a goal of $20 per month for 12 months, by directing users to specific donation forms through an email series, Facebook posts, eNewsletter, website elements, and other tactics.
Following this active recruitment campaign, The Engage Group provided Food & Friends with additional guidance for ongoing web recruitment tactics that would continue through the end of the fiscal year.
As a result of implementing the online prospect-to-sustainer and donor-to-sustainer conversion campaign and additional web tactics suggested by The Engage Group, Food & Friends successfully met their goal and acquired 51 new sustainers. The email campaign grew the Bread & Butter Club by 42 sustaining members on its own. In addition, the average gift for the campaign was $27.30, which exceeded the initial projection. The result is nearly $12,000 raised from these donors via sustainer payments!