Mining for Monthly Sustainers

Says Ruch: “We had to ask, ‘Is our story compelling enough to engage continual giving?’”

ADA was confident that the pervasiveness of diabetes was prevalent enough in donors’ minds to draw considerable gifts on a monthly basis. To minimize costs, the organization used current direct mail acknowledgement materials for its invitation; the only additional upfront expense was for a brochure used in acknowledgement packages that describe the program.