Recurring Conversion
I found 3,840 donors who give reliably but have never been offered a monthly commitment.
$420K estimated revenue opportunity
These supporters give once or twice a year with consistent timing and recent engagement. Their behaviour suggests a small monthly commitment would be accepted more readily than a larger one-off ask, and would hold far longer.
Why This Matters
Single-gift donors at Harborlight retain at 41%. Monthly donors retain at 84%. Converting even a tenth of this audience permanently changes the shape of your unrestricted revenue.
Audience Story
3,840 supportersWho are these 3,840 supporters?
- Median annual giving: $180
- 72% gave at least twice in the last 12 months
- 2,760 engaged with the organization in the last 90 days
- None currently hold an active recurring gift
- 51% show strong Education affinity
Actions Evaluated
AltruNova decisioning- One-Time AppealModerate
- Gift UpgradeModerate
- Major GiftLow
- Recurring ConversionRecommended
Why Recurring Conversion: Recurring giving produced the highest expected lifetime philanthropic value for 78% of this audience. A one-time appeal wins more revenue this quarter; recurring wins considerably more over three years.
Recommended Strategy
- Audience
- 3,840 supporters
- Primary Motion
- Recurring giving
- Recommended Action
- Invite each supporter to convert their annual gift into a monthly commitment
- Primary Experience
- Personalized monthly giving page with a pre-set ask amount
- Primary Channel
- Email, with a reminder sequence
- Expected Conversion
- 9–12%
- Estimated Lifetime Value Expansion
- $1.2M
- Estimated Revenue
- $420K
Why This Approach
The ask amount matters more than the channel here. I set each amount below the supporter's annualized giving so the commitment feels smaller than what they already give, which is what drives acceptance and retention.