Create and Keep Continuity Givers

“The greatest power of the card in an online environment is the ability to turn a one-time donor into a monthly donor (or a one-time buyer into a continuity purchaser). This aspect alone consistently makes lifetime value soar to anywhere from four to ten times that of a one-time, non-continuity donor or purchaser. It is, in short, a key to driving online success for many nonprofits.”