Hot Takes

Strategic Growth Strategies: Boost Sustainer Programs & Maximize Revenue

Balancing demanding short-term revenue goals with powerful long-term growth strategies is a familiar challenge for many digital practitioners. For instance, growing sustainer programs create stability and predictable revenue growth over time, but because monthly gifts are typically smaller than one-time donations and more expensive to acquire, organizations could face a short-term dip in immediate net revenue when focusing on sustainer growth. Often when this happens, executives get cold feet about sticking with the long-term growth plan.

But it doesn’t have to be that way! Why can’t you have your cake and eat it too?

Women for Women International (WfWI) found the magic bullet by partnering with Further. At the outset, overall net revenue remained flat and new donor acquisition was increasing, but new sustainer opt-in rates had started to decline year-over-year, echoing trends seen across the nonprofit sector.

We wanted to continue aggressive new donor acquisition but needed to deliver against immediate net revenue goals AND find a way to reverse the decline in new sustainers.

We set out to rethink when donors are invited to become sustainers. Typically, organizations don’t take the risk of sacrificing immediate net revenue during emergency/crisis events. However, where others saw risk, Further and WfWI saw opportunity.

We tested sustainer-default donation forms, during an emergency period, to see if a small change could lead to a big shift in giving behavior. To reinforce the message, we reframed the form copy to emphasize the power of ongoing, reliable support post-emergency.

By putting monthly giving front and center, Further helped WfWI drive meaningful growth, all while strengthening short-term revenue.

  • Sustainer opt-in rates increased from 7% to 10% after the shift.
  • Net revenue doubled compared to the first half of the year, with ROI improving by 12%.
  • Thanks to the increase in new sustainers, 24-month projected revenue doubled year-over-year

This approach proved that long-term growth and immediate results don’t always have to be at odds. By reimagining how donors are willing to engage with monthly giving, we’ve helped WfWI build a more resilient fundraising program, one that provides lasting impact for women rebuilding their lives after conflict.