Brian Brilliant

Over the years, we’ve been fortunate enough to launch nearly two dozen monthly sustainer (EFT) programs. Regardless of whether it’s been for an advocacy or charitable organization, a few constants remain. Far and away, the most critical step is defining an appropriate target universe. Nearly every organization I’ve met with has expressed an interest in taking new or lapsed donors and turning them into EFT givers. Sadly, I’ve never seen this work. However, you can expect to make good donors great — increasing their annual commitment while at the same time extending their lifetime value by as much as 700 percent. Here are five