Feed The Children Recurring Giver Program

Challenge:

Feed The Children had a strong direct mail and television presence, but was in need of an online program that would compel interested parties to give to their program of choice on a monthly basis.

Child sponsorship was not a part of Feed The Children’s offerings at that time, so is7 was challenged with creating an offer that was tangible for the end user.

Once acquired, the organization strove to keep these donors on the file, and ensure that they would not lose interest.

Solution:

is7 created a recurring giver offering for every possible campaign throughout the site, taking care to add a monthly giving opportunity on all direct mail, radio and television landing pages, as well as on traditional email appeals.

Recurring donors receive special updates monthly on how their gifts are helping children in the US, and around the world. Furthermore, an email appeal to spread the word about Feed The Children is delivered monthly in order to keep constituents active in the organizational community.

Special giving opportunities are added to email appeals as a soft ask, allowing recurring givers to make an extra gift to help yet another child at any time.

Results:

» For the last 2 fiscal years, recurring gifts have accounted for about 40% of Feed The Children’s total online income
» 50% of recurring donors continue to give monthly after the 1 year anniversary of their initiation into the monthly giver program
» Open rates on email appeals are the highest out of all user groups on the file; additional gifts from this segment continue to come in monthly
» Every year more than $3 million is raised through recurring monthly donations