Converting the Converted: Strategies for Upgrading Sustainers

Presented by

Brandon Hemel, Senior Director, Data Strategy and Management, and Eric Rubin, Director, West Coast, Engaging Net

About this talk

When a new donor joins with a one-time gift, you have a tremendous opportunity to grow the new connection into a deep relationship with your organization. Simple strategies to convert donors to sustainers, cultivate sustainers for an upgrade, and move sustainers towards stable payment like EFT/ACH are the best ways to start. This webinar will focus on these very strategies, as applied by WETA and other stations. We’ll examine WETA’s Make the Switch campaign, which used cross-channel promotion with on-air spots to switch sustainers to EFT/ACH. You’ll walk away with concrete steps to implement the same tactics in your membership program.

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