Q: Is there any evidence that shows whether a name for your monthly donor program improves acquisition and retention? Does it foster a sense of exclusivity and belonging? I’m not sure I would be able to get an accurate or honest answer if I were to ask this question directly of our donors.

October 11, 2019      Kiki Koutmeridou, Chief Behavioral Scientist, DonorVoice

I don’t have any hard evidence on this. I’m not even sure if anyone has ever tested the exact same program with and without a name so we can tell.  But here are some thoughts:

1. Yes, a name might improve the monthly donors’ sense of belonging, but so could the label WWF Supporter, which is also more inclusive. As a supporter, you might actually do more than monthly giving; you might sign a petition, volunteer, share news etc…

2. Yes, a name could show them that this is an exclusive group and that they are special. However, some supporters might not like it. For example, we have data from an international relief client that the supporters hated, yes, hated, the idea of being considered as an “elite” group.

I’m not saying don’t use a name. In the very least, a logo and a name might help you unify all communications about this program. All I’m saying is don’t fret about it. The name, or lack of it, is not going to determine the success of your monthly giving program. There are many successful sustainer programs that don’t rely on a special name or brand. Supporters don’t sign up for a monthly gift because of its name. They sign up because they want to make a difference and support a cause they believe in. Also, they don’t stick with the program because of a fancy name; they stay only if they are satisfied with the program and can still afford it.

Sometimes too much thought goes into the branding of the program when the focus should be on:

  • Who you target: what are the supporter identities that would make a person a good candidate for a monthly gift?
  • Capturing your supporters’ identity and other insight e.g. their commitment to the organization. This information could predict their retention.
  • Tailoring journeys based on the insights you captured e.g. their identity. That’s how you keep them. If what you send them matches who they are and what they want to hear from you, you’ll increase retention.
  • Asking for feedback: were they satisfied with the online sign up process, with the conversation with the fundraiser, with specific touchpoints? By finding issues and fixing them, you will also increase retention.

In short, the planning and execution of the program is what will determine acquisition and retention. Name or not, if you create a solid campaign based on your supporters’ insights, you’ll be fine.