Monthly donors are hailed as the backbone of nonprofit fundraising.
But too many organizations stop engaging them after the first gift.
Hank Walter, Deputy Director of Integrated Marketing at the International Rescue Committee, knows that’s a missed opportunity.
I spoke with Hank about what’s working now to convert, retain, and re-engage sustainers—from SMS acquisition to smart testing and creative stewardship.
Sara Cederberg: Lately, what’s worked best at the IRC in converting one-time donors into a sustainer?
Hank Walter: We’ve seen a huge uptick in sustainer conversions during rapid-response campaigns—especially over SMS.
Our presence on the ground in Gaza helped donors understand the urgency and deepen their commitment. SMS has outperformed email nearly three to one because it’s seamless, personal, and mobile-friendly.
We think it resonates especially well with younger donors who are used to subscription models and tools like Apple Pay.
SC: Many nonprofits treat monthly donors like a solved problem—they no longer need to be engaged. Why is that risky?
HW: Sustainers are your superfans—they want more, not less.
We tested the volume of asks to monthly donors during year-end across three groups: one received standard one-time asks, one fewer, and one none at all.
The group that received the standard volume gave the most—and there was no difference in retention across the groups.
As we suspected, thoughtful engagement doesn’t scare monthly donors off.
If they stop hearing from you, their connection weakens—and you risk deliverability issues on your email and SMS lists due to lower engagement.
SC: When a monthly donor starts to disengage, what kind of data triggers an intervention—and what does that intervention typically look like?
HW: We watch for two things: active cancellations and passive ones.
Active cancelers may be facing financial strain, so we offer options like downgrading their gift or switching to a quarterly or twice-a-year cadence.
Passive cancelers often don’t realize their card expired or failed, so we rely on automation to catch those lapses early.
It’s also crucial to partner with CRM and gift processing teams to flag system issues before they cost you revenue.
SC: Have you explored engagement opportunities for monthly donors beyond just giving?
HW: We launched the Rescue Collective to give monthly donors a stronger sense of identity and purpose.
We repackaged existing benefits—like access to a supporter care team and regular updates—as exclusive perks. We’ve also offered digital premiums, like a recipe book featuring dishes from IRC refugee clients. It’s a low-cost, high-impact way to deepen connection and show appreciation.
SC: Any unconventional wisdom you could share about acquiring or retaining donors?
HW: A recent win came from testing a cheap postcard with a QR code against a traditional direct mail package.
The postcard outperformed and cost a lot less. It drove donors to digital, where sustainers are most engaged. That test reinforced how effective hybrid strategies can be, even when they’re low-budget.
SC: What else is working well in the IRC’s broader digital fundraising?
HW: Donor-advised funds (DAFs) have been a major focus. Many supporters—across giving levels—have DAFs but don’t know how or when to use them.
We're gearing up for DAF Day on October 9 with an educational push to make that connection. It’s a great on-ramp to larger gifts and fits naturally into our year-end strategy.
SC: What are three tips you’d give a fellow digital fundraiser trying to make the case to leadership that monthly donors should continue to be engaged?
HW: First, test everything—data is your best friend when making the case to leadership.
Second, model out the long-term value. Even a small bump in six-month retention can mean hundreds of thousands in future revenue.
And finally, don’t give up. It took years to win the investment in monthly donors at IRC, but sustainers are how you recession-proof your program.
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Meme break
'Til next time!
Sara