Clients: Case Study
Co-op America
Q: How does a nonprofit create a reliable revenue stream that is less sensitive to declines in membership and allows for long-term budgeting and planning?
A: By converting members into monthly givers, providing an income stream that can be depended on month-to-month.
The Problem
Co-op America, a national non-profit with 50,000 individual members, provides economic strategies, organizing power, and practical tools for businesses and individuals to address social and environmental problems. Co-op America is primarily reliant on the revenue provided by their membership base-in the form of both membership renewals and gifts to special appeals. However, the majority of their members renew in the fourth quarter, and it often takes several contacts from Co-op before members renew.
The lack of a consistent revenue stream made it difficult for Co-op America to plan for upcoming campaigns. The challenge was to even out revenue flow and reduce costs spent on renewal efforts by converting members into monthly donors.
The Solution
The Share Group worked with Co-op America to create the Sustainers' Circle program, which allows members to give automatically every month-either via their credit card or deductions from their bank account. Drawing on our experience with sustainer programs, Share was able to work with Co-op America to isolate the best segments of their membership base to contact-new members and multiple givers.
The Results
The Sustainers' Circle program now provides 27% of the revenue Co-op America receives annually from individuals. In addition to a reliable monthly funding source, the Sustainers' Circle also provides several other benefits to both Co-op America and its membership.
By joining the Sustainers' Circle, members are able to feel more connected and committed to Co-op America, and enjoy the convenience of not worrying about sending in a check to renew their membership.
By converting their members to monthly donors, Co-op America was able to reduce the amount of paper used in sending renewal notices, more effectively plan for the future, and provide an option for members who want to contribute more but cannot afford to in one lump sum.
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