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Sustainer-First Strategy Boosts Gifts and Revenue

A subtle nudge yields big increases in monthly giving

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10%

increase in sustainers and sustainer revenue

Table of Contents

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Situation

Avalon’s analysis showed that for the National Trust for Historic Preservation, the value of their sustainers was significantly higher than the average non-sustainer member. So, we set out to increase sustainer-first recruitment efforts to this valuable group.

Solution

We designed a clear, compelling donation form with a default monthly giving ask and a text-based nudge to reinforce the valaue of monthly support.

Image of sustainer-first nudge on a donation page for the National Trust for Historic Preservation
Chart showing 10.3% growth in sustainer revenue, 9.7% growth in number of sustainers, and 7% of total revenue coming from sustainers.
10%

increase in
monthly donors

$48

higher revenue per sustainer than the overall file’s metric

10%

more monthly revenue

Success

The tactic felt natural and inviting and we increased both revenue and the number of sustainers by 10%. Plus, the revenue per sustainer was $48 higher than the overall file’s revenue per member, making this a low-lift, high-impact optimization that provides a meaningful return!

We know what works, when to test, and how to turn insight into action. Let’s work together to turn your monthly giving strategy up a notch.

Let’s Start Today!
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Let’s Work Together

Avalon Consulting partners with nonprofits of all sizes to create data-driven, creative campaigns that inspire donors and drive results. Let’s connect and explore how we can help your mission grow.

Avalon staff a the Spring 2026 All-Staff Retreat