Monthly Giving Funds Disaster Relief Team
When Team Rubicon needed a steady reserve for smaller-scale natural disasters, CauseMic applied tested methodology to build a robust monthly giving program, bringing in thousands more dollars each month.
At a Glance
Team Rubicon is a disaster response organization that brings together the skills and experiences of military veterans with first responders to rapidly provide relief to communities in need.
Fundraising for superstorms that receive nationwide news coverage is their primary strength, but they also need a reserve of unrestricted donations on hand to respond to the lesser known, still urgent crises in smaller communities. That’s why they enlisted CauseMic’s support to help build a successful monthly giving program. Monthly giving provides nonprofits with predictable, scalable revenue.
Monthly giving strategy
Donor persona development
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Team Rubicon faced a common challenge: how to build a predictable, scalable revenue stream to achieve their mission. Time-based fundraising campaigns that were tied to large-scale storms had historically worked well, but they needed a source of more consistent revenue.
To solve this problem, our team developed a branded monthly donor community called the Support Squad. This helped donors feel the value and exclusivity of their role in Team Rubicon’s mission. We then positioned them as the heroes that save the day in communications and on the website.
Next, we took a multi-pronged approach to attract donors and drive conversion, including:
- Audience segmentation and personalization
- Multi-channel marketing
- Investor language that positioned nonprofit as a startup
- Time-based campaign with an incentive match
- Giving levels tied to impact ($100=protective gear for one volunteer)
- Testimonials from donors about the importance of the mission
Segmenting donor audiences into the following groups: first-time donors, lapsed donors, and active donors, enabled us to build individualized journeys with targeted content and drip marketing. This increased engagement and conversion from one-time to monthly donors. It also drove an increase in average monthly donation amount. Lastly, we rewarded Support Squad members with an exclusive invitation to a strategy call with Team Rubicon leadership soon after they joined the program to reiterate the importance of their role in supporting the organization.
Team Rubicon’s average gift amount increased from $19 to $27 after we asked donors for more money and tested different giving levels with different audiences. As a result of this targeted fundraising campaign, the number of monthly donors accelerated from 40 to more than 1,500 in a matter of months, generating over $70,000 worth of predictable monthly revenue, on top of one-time donations.
Increase in average gift amount
Monthly donation revenue