Small Asks, Big Returns: How the Phone Wins for Sustainer Outreach
As declining donor counts sweep across the nonprofit sector, one bright spot continues to shine: recurring donor programs.
Organizations that invest in sustainer strategies are finding ways to stabilize and grow their individual giving, even in a challenging fundraising environment.
One of the most effective tools for sustainer outreach? The telephone. Strategic phone campaigns engage donors on a deeper level than other channels and deliver immediate, lasting results. The upfront investment is quickly returned and compounds greatly over time.
Why Sustainers Deserve Your Focus
Growing when others aren't. Since 2020, recurring donors have increased by 17% across nonprofit sectors—a significant achievement during a period when most organizations are watching their donor counts decline.
Staying power that pays off. Sustainer retention rates average around 80%, dramatically outperforming one-time donors. This loyalty transforms the initial acquisition investment into years of reliable support.
The gift that keeps on giving. While building a sustainer program requires upfront investment, the returns multiply greatly. Recurring gifts accumulate month after month, year after year, creating one of the soundest investments in fundraising.
Lessons from Public Radio: Grow Monthly Giving Through Personal Outreach
Public radio stations pioneered sustainer fundraising long before it became widespread across the nonprofit sector, and their playbook offers valuable lessons. One prominent public radio station provides a particularly instructive example.
Early in 2025, amidst decreasing corporate gifts and the dramatic loss of public support, the station sought to enhance its individual giving strategy. After using students from the local university to make fundraising calls, it decided to amp up its strategy and partner with DCM for professional fundraising calls.
Their goals were simple:
Increase individual giving with a focus on relationship-building
Test new strategies for donor solicitation, upgrades, and retention with a focus on sustainers
The first initiative was a sustainer upgrade campaign, which launched in the spring. The results were striking.
1 in 3 people who were contacted upgraded their recurring gifts
$7 average increase per month
Among those who didn’t upgrade, many still responded generously, with one-time gifts averaging around $50.
The Long-Term Value
While a $7 monthly upgrade may seem modest, the recurring nature of these gifts creates lasting value. Within four months, the investment of making these calls “broke even,” and within 12 months, the return on investment more than doubled.
After five years, even accounting for attrition, the return on investment is more than tenfold.
| Year One | Year Two | Year Three | Year Four | Year Five | |
|---|---|---|---|---|---|
| Cumulative Recurring Gift Revenue* |
$54,598
|
$100,735 | $139,951 | $173,284 | $201,618 |
| ROI |
224%
|
498% | 730% | 928% | 1096% |
*Projections assume 15% donor attrition year-over-year.
The Takeaway
In an era of multi-channel fundraising, the phone remains a powerful tool—especially for sustainer upgrades. It offers the personal touch that email can't replicate and the immediate response that direct mail can't deliver.
For organizations looking to not just survive but thrive amid sector-wide challenges, investing in phone-based sustainer campaigns isn't just smart fundraising. It's an essential strategy for long-term sustainability and growth.
Sources:
2024 donorCentrics Sustainer Summit Key Insights and Themes (Blackbaud)