Helping Livestrong Deliver Its Best Fundraising Month in Nine Years
In short:
Habitat for Humanity International (HFHI) named growing monthly giving revenue a top fundraising priority, but lacked a system to identify which donors were ready to convert to sustainers. Delve Deeper proposed a dedicated monthly-donor conversion, recapture, and EFT-switch program, paired with value-based budget allocation, to grow recurring revenue while improving fundraising efficiency.
The challenge:
HFHI wanted to grow monthly giving revenue and strengthen its mid-level and major-giving pipeline, but donor segmentation didn’t go beyond standard recency/frequency/monetary scoring, creative testing for recurring-gift asks hadn’t been successful, and there was no reliable way to see which channels or messages actually moved a donor toward a monthly commitment.
The approach:
Delve Deeper built a dedicated journey and segmentation system around monthly giving:
- Hope Builders Conversion journey: Triggered by donor behavior signaling readiness (such as a second gift or a high predicted value), a persona-matched email and SMS sequence with social proof and digital retargeting, designed to convert donors to monthly giving.
- Sustainer Recapture: A short, urgent sequence recovering failed EFT/credit-card payments before they cost the file a recurring donor.
- EFT Conversion: A simple sequence moving credit-card sustainers to bank-draft giving to reduce churn.
- Value-matched budget allocation: Pairing donor value-to-organization data with values-based donor personas so media and stewardship spend follows the segments most likely to convert and stay, rather than being spread evenly across the file.