Tunnel to Towers’ Recurring Gifts Make up a Majority of Online Donations
Mission
To honor military and first responders who continue to make the supreme sacrifice of life and limb for our country
Challenge
Implement an easy way to drive traffic across multiple channels to its recurring program
Solution
Classy’s recurring donation functionality allows the Tunnel to Towers Foundation to bring in thousands of new recurring donors each month
“For us, to have a partner like Classy that could help us scale not only our recurring program but our overall online fundraising strategy is vital.”
– Larry Olson, Senior Vice President of Marketing and Communications
Results on Classy from GoFundMe:
A majority
of online donations come from a recurring gift
Thousands
of new recurring donors per month on average
Growing a community of monthly givers
Several years ago, the Tunnel to Towers Foundation started a monthly recurring donor program to deepen donor engagement and create a more predictable source of revenue. Since then, the dedication and focus on growing this program have helped this community grow rapidly.
In honor of 9/11, the Tunnel to Tower Foundation asks donors to give $11 a month. This low barrier to entry means anyone can join the cause and contribute to making a significant impact on its mission.
Our recurring program informs our entire marketing strategy. Potential recurring donors are constantly reminded of the $11-a-month ask. We share stories of the families that we’re helping so the community knows where their gifts are going. For a small amount of money, they’re helping to pay off the mortgages of American heroes.
Acquiring new supporters with a multi-channel approach
The Tunnel to Towers Foundation employs a multi-channel marketing approach to drive awareness toward the monthly recurring program. Whether through broadcast, media appearances, web, direct mail, email, digital, or social, the call to action remains the same: become a supporter for $11 a month. This focus has helped Tunnel to Towers Foundation grow into a nationally recognized organization, with individuals around the country supporting its mission.
Constantly improving its recurring approach
Because of the focus on its recurring strategy, Tunnel to Towers Foundation constantly measures and understands which marketing programs are delivering the best results. This means tweaking and improving each tactic to ensure a consistent stream of new monthly donors. Classy source codes give the team the data that informs these decisions.
A crucial part of any integrated marketing program is the ability to capture data, and Classy’s source codes provide us with a wealth of information across multiple channels. We can test different marketing campaigns and analyze the data to inform all of our future activities.
The data received through Classy helps the Tunnel to Towers Foundation send personalized updates and progress reports to its recurring donors so they can better understand the impact of their support. Recurring donors are also offered perks and incentives like exclusive content, access to events, discounts, or free merchandise that recognize them as valued members of the Tunnel to Towers community.
Setting and achieving ambitious growth goals
In the next five years, the Tunnel to Towers Foundation plans to double its donor base, all with the goal of helping more military personnel, first responders, and their families. Classy will be there every step of the way.
We’re blessed to have partners like Classy who understand what we’re trying to achieve. For us to hit our very ambitious targets, we need to rely on them and the new enhancements they’re developing, which will allow our donors, in particular our monthly donors, to engage with us in more meaningful ways.
Recurring giving
Make it easier to capture and grow your recurring donor base and predict future revenue.
