Missions to Movements
This isn't just another nonprofit podcast - it's your weekly invitation to think bigger, take bold risks, and create lasting change in an ever-evolving social impact landscape. Meet Dana Snyder, your guide through the evolving landscape of nonprofit innovation. She's on a mission to help change-makers like you push the boundaries of what's possible in nonprofit marketing and fundraising. Each week, Missions to Movements serves as your personal mastermind session, delivering actionable insights and bold strategies that challenge traditional nonprofit thinking. Dive into revolutionary approaches to digital fundraising, discover how to build magnetic monthly giving programs that create lasting donor relationships, and learn to amplify your voice as a thought leader in the social good space. Whether you're reimagining your organization's impact or forging game-changing partnerships, you'll find the ideas, insights, and inspiration to take your mission further than you've ever imagined. Ready to turn your mission into a movement?
Missions to Movements
Sustaining Pride: How The Trevor Project Attracts Lifelong Allies with Kate Anderson
This week, we are honoring Pride Month with a powerful conversation about storytelling, community, and the impact of showing up - not just for a moment, but month after month. At the center of this episode is Kate Anderson, Community Philanthropy Manager of Sustainers, who offers us an inside look at how The Trevor Project is building a movement of lifelong allies and deepening relationships with their recurring donors.
You’ll hear about the behind-the-scenes tactics they’re using to drive 40-50% open rates, their high-retention onboarding strategies, data-driven storytelling, and interactive Pride kickoff webinar. Even the smallest tweaks (like a single line of text on a donation form), led to a DOUBLING in their monthly donor acquisition.
As a leading LGBTQ+ nonprofit, The Trevor Project does a fantastic job of treating sustainers as advocates, and if you’re tuning in, you’ll be inspired to start showing up differently for your most committed supporters.
Resources & Links
Connect with Kate Anderson on LinkedIn and learn more about The Trevor Project on their website, as well as their Pride campaign.
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This week we are honoring Pride Month with a powerful conversation about storytelling community and the impact of showing up not just for a moment, but month after month. I am joined by Kate Anderson. She's the Community Philanthropy Manager of Sustainers at the Trevor Project, the leading suicide prevention and crisis intervention organization for LGBTQ young people. Kate leads the charge on deepening connections with their incredible community of recurring donors called the Luminaries, and brings a really fresh, human-first perspective to what it means to build relationships with these supporters that last. In this episode we're going to dig into how the Trevor Project is celebrating pride uniquely with this audience and really creating space for them year round from digital storytelling to a custom webinar this month, to community engagement that really go beyond the initial ask. So if you've ever wondered how to really turn your monthly giving program into a movement of support, this episode is for you movement of support.
Speaker 2:This episode is for you. The Trevor Project's digital storytelling ethos is rooted in authenticity and urgency. Every post, video and campaign exists to save lives and speak truth. Our voice is honest and real, never shying away from the raw realities LGBTQ plus youth face, while always grounding that truth and hope and community. Every story told is a bridge connecting isolated young people to a support system that sees them, hears them and fights for them. In a digital world full of noise, we try to cut through with purpose, to remind every queer and trans kid they're not alone.
Speaker 1:Kate happy Pride Thank you so much for being here. I'm excited, in the thick madness of everything that you have going on.
Speaker 1:I'm so honored that you are here and I really wanted to start the month by honoring Pride Month, and there's no one better that I would like to do that with than you and the Trevor Project as we kick off the month and celebrate LGBTQ plus voices and stories. How do you focus on doing that in your role, really working with sustainers, your recurring supporters, not just externally, which was stories that we see online and the blogs and on social to more of the masses, but within your very special community of donors and sustainers?
Speaker 2:Yeah. So this year, the Trevor Project's Pride campaign is Pride Belongs here, which is a powerful reminder to LGBTQ young people that they are not alone and they deserve to feel proud of who they are and no matter where they live. So Pride Month gives us an incredible opportunity to celebrate with our donor community as well, not just by asking for their support, but by inviting them to take action and giving them tools that they can take back to their communities and share with. You know, even if it's a LGBTQ young person that they want to just provide the information to or support, or that One of the things we do every year that we've actually now expanded to our luminaries is we do a pride kickoff webinar, and this year we have an overwhelming number of luminaries that have joined, so we're really excited about that.
Speaker 2:And luminaries is the name of oh yeah, sorry, yep, luminaries is our recurring giving program, so those are our monthly supporters. Yeah, so we were inviting them to this webinar kickoff, which is going to highlight kind of our work. We just recently put out a 50-state report that allows donors and it's open to everyone can view that but just like kind of what's going on in those communities and what type of things that we're seeing, and so we're excited about that. We're sharing some insight into our crisis services, which is not really necessarily a look that a lot of our donors have had an opportunity to see.
Speaker 2:So really bringing them on as partners not just supporters, so how they can be a part of the change, and giving them data that kind of backs up our work and what we're finding. I love this. The one thing that kind of sticks with me, and that has stuck with me from the very beginning, is that young people are 43% less likely to think of suicide if they have one supportive adult in their life which is huge.
Speaker 1:So, yes, with the webinar, I want to talk about a couple of different channels that you just mentioned. Is the webinar something that you've done every year on Pride Month, or is this new for luminaries?
Speaker 2:We've done it for a couple of years. This year it's new for luminaries. We've always usually done like our North Stars, which are our major donors, and then our mid-level donors, and then usually some corporate and foundation partners as well.
Speaker 1:Okay. When is this happening? Is this towards the beginning of the month?
Speaker 2:Tomorrow.
Speaker 1:Tomorrow I have a busy presentation week. Yes, you do. Okay, how did you just promote joining the webinar Through email? I'm just curious how you're like gathering Just through email.
Speaker 2:Yeah, Our luminaries. We have a really good open rate for our luminaries. It's roughly in like the 40 to 50% range. Now there's some Apple pieces that fall into that as well, but they're just really engaged and it's been something actually that you know we'll probably touch on at some point later too that I've been working on really trying to increase that open rate and bring our luminaries kind of back into a different fold.
Speaker 1:Yes, okay, what's the structure of the webinar Like what? Is it 30 minutes? Is it an hour?
Speaker 2:So it's an hour and we have like the first half of it is really an open from our CEO, and then we've got the 50 state report. They're going to go into more detail about that Crisis services, our advocacy, and then we're opening it back up and it's really an interactive webinar. So we're allowing folks to come on camera if they want and ask questions, and they can respond in the chat chat however they feel most comfortable.
Speaker 1:So Okay, is there a call to action at the end, or is it more just a gathering? And thank you for being here and your support.
Speaker 2:Just a gathering and sharing our knowledge and our information with them, and not asking them to do anything other than here's the tools you have. Here's the tools.
Speaker 1:Okay, right, very cool. Okay, and then other comms during this month. How is sustainer comm structure differently than maybe overall donor communication?
Speaker 2:So for this month in general, we do include luminaries in some of our solicitations. We just did one over the weekend with an opening match that Pride has launched. Pride is here, here's an opening match, and then we will pull them out of everything for the rest of the month, apart from things that are like engagement, like we have a Pride partner email that's going out that the luminaries will get. They get a monthly newsletter that they'll get that one as well this month. But pretty much we try to keep the noise, for lack of a better word.
Speaker 1:The good noise.
Speaker 2:The good noise the good noise, but we try to keep that to a minimum so that they're just. We want to honor and respect the fact that they are giving to us monthly by not inundating them with asks.
Speaker 1:And I think something that you have been so profoundly good at and speak about is that recurring giving isn't just a revenue stream, that it's truly a relationship with the luminaries, and I know there's a lot of focus always on acquisition and growth and at the same time, if not as important, is the retention and the genuine connection that happens can sometimes get less attention. I was really excited to grow a monthly gaming program. It's like oh, we grew it, now what do we do with these people? What are some of those really thoughtful, intentional ways like especially this month, I'm hoping right there's going to be a big surge of new luminary support. What happens after? Like, what does somebody look forward to in their journey with you as a recurring?
Speaker 2:supporter. Coming to Trevor, we didn't have anybody in this role that was dedicated. We had recurring donors, we had folks in that, but they were just getting everything, every solicitation, every email so common to hear this, and I have always been a monthly donor to orgs that I support and feel passionate about, and so when I came on board, I was like this doesn't feel right, it doesn't feel authentic, it doesn't feel like we're treating them like a revenue stream. We're not treating them like true, like these folks have, month after month, raised their hand and been like I want to support you monthly. So this is what it means for me to equate that journey for them is to really be very intentional about the communications that we're sending them. I took them for one year completely out of all solicitations and we saw the retention rate increase. We were in the low 80s and we're now up at 88% right, now.
Speaker 2:And less people unsubscribing and less folks saying you're spamming me, you're this, that or the other, and so really just being intentional about that experience, and so now what we're doing, and we have a lot of piecemeal systems that we're trying to kind of do this with and also, caveat, I'm a one-person shop, yeah, which I think people will be so surprised.
Speaker 1:I think there's this perception with a lot of organizations that have an incredible brand presence, like the Trevor Project, that there's a meanly, there's like 10 people on this team and you're like me was at Trevor and same thing.
Speaker 2:We had a large group of people that that helped, but I predominantly did all of the monthly giving work by myself but a gift processing team that's kind of supported me a little bit more. But yeah, it's just, they come in and they're just going to to have that moment of feeling appreciated. They're going to get pride specific language, because they came in during pride but then at some point we transitioned them into just like our overall communication. So they will get their initial welcome, which is very personal, it's from me. I am your personal contact here.
Speaker 2:So really give folks, someone like a name, like, oh, I can email Kate and find out what's going on with this, or I have a question, or I have an issue or anything like that, and so really trying to make our monthly donors feel like they have a personal connection and contact, that they can reach out with any questions, and so that's the initial email and then they fall into. You know, they get a message from the CEO, they get a message from a partner, which some of these we have on hold as we're trying to fix some automation and stuff like that.
Speaker 1:So Always, always. I love the personalization. I actually have a text message that I got recently from an organization where some were just like message message, and then like a third one that was sent actually had a person's name and it just feels so much more like, oh, this was sent by Joe or whoever and there's a personal connection to that and I think that's really important. What is something? I mean? It could be innovative or not, or just something that's like really worked. That could be surprising. That you've tried with the Sustainers Program that you think other nonprofits the listeners could learn from, maybe be inspired by, and it could be something again that's worked or has not.
Speaker 2:So my previous org, one of the challenges I had with monthly giving is we had like 80 million different funds, and so how do you support monthly giving with all of those variety of funds? And so I was super excited to come Singular funds singular focus. And so I was super excited to come Singular fun singular focus. And so I had this whole thing in my head of like this is what I'm going to do and this is how I'm going to launch. And I had a acquisition campaign that I had done my first year in March and we called it March into Pride.
Speaker 2:So I was all excited about my. You know, I'm like, oh, we've got the great catch tagline Nothing, we did get some, so I shouldn't say nothing, but it was not the outcome we were hoping for or that I was hoping for. So that really turned the light on to be like we need to really look at this and why is no one responding in this way? And so really just dove into the data, saw how the majority of them were coming in. And then, to start the fiscal year for the next fiscal year, all I did on our main giving page was change the tagline, because I think we had something on there that said you know, make a larger impact, or make a bigger impact or something like that. And I created this little thing that just says monthly giving powers our work. And from that we went from like 45, 50 monthly donors a month to we jumped up over a hundred and then it just started ticking up the more we were getting that traction.
Speaker 2:I like to think it was just that little thing that did it.
Speaker 1:I mean, yes, that is very well, it gets your eyeball drawn to a different area on the page and on the form, but did anything massively change in the email or social language that was pushing people to that page?
Speaker 2:Not really Like we. Just the main thing is we tried not to overthink it. We as fundraisers get so stuck in our heads that we cannot pull ourselves out to be like oh wait, let's take a step back and really see how folks are responding and meet them where they are coming to us. We didn't put any really strong language in our social media about recurring. We talk about it when we're sending out impact pieces. We make sure to include like and this is how many recurring donors and this is what recurring donor. It powers our work, it powers our work. And so just having that continual mantra in what we're putting out there is that if it may not push the person that time, but it may make them think twice when they come back the next time for another gift.
Speaker 1:Yes, are you seeing more recurring first donors than one-time converting to recurring right now?
Speaker 2:a lot of organic traffic out there. Trevor's in the news, we're being promoted out there, and so I would say converting we are definitely getting more in the first time than we are with conversion, and this year is probably a little bit different than last year. Last year conversion was not great. This year conversion's a lot better. Just because I think people recognize this is a need. This is something we need to make better. Just because I think people recognize this is a need, this is something we need to make sure we're supporting, and so we are getting some, but we are still leading in first-time acquisition.
Speaker 1:Okay and I think this is a really interesting point to go further into kind of the mindset shift around focusing on recurring. A lot of times and listeners, I don't know if you feel super seen in this moment recurring is a, it's a PS, it's a quiet like maybe would you consider giving it this way, like I don't know there's a lot of fear about asking for a recurring first gift, which I think is so interesting for how retention rates play out. I mean, this is solely your role, right, and you see, obviously, the intense need and how powerful luminaries are in the work that you do. What's a practical step or mindset shift that you might give to a nonprofit leader that is wants to focus more on recurring giving but hasn't quite stepped over to make it happen?
Speaker 2:Not sure if I can come up with one mind shift. There's kind of a group of them, there's more of a mindset and then practical steps. With the mindset shift, I think the biggest one for me is to stop thinking of recurring giving as a revenue stream and start thinking of them as a community. And when you view them as a community, they're your partners, they're your advocates, they're your folks that are going to go out there and be like. I support the Trevor Project Monthly because of this and this is what I see and I get to know exactly what my dollars are doing and I'm finding out more about the organization. I'm feeling more connected. I think the other piece is to, from the practical standpoint is I think when people come into monthly giving or start to think about monthly giving, they start to think about all of the things. Like, you don't have to start off with all of the things. Start off in one area, whether it's your welcome message or what's happening to them after they've made that monthly gift.
Speaker 1:What? Even that like website change yeah, was that a difficult thing to have change? Or was team be like, yeah, great idea, let's do it?
Speaker 2:I just submitted the request and had the graphic done and then I popped the thing in there. Amazing, so I didn't have a lot of red tape.
Speaker 1:Yeah, I can imagine that's a fight on with a lot of organizations to be able to have that yeah for sure.
Speaker 2:So I guess basically pick like one meaningful touch point and start there Like how are you going to show up differently for this group of folks than you would? And think of their journey, think of their experience.
Speaker 1:So good. Now I would say you have a great opportunity because the Trevor Project, to me, is one of the most recognizable, powerful voices in this space, has an incredible social media presence that's been built out in the nonprofit space. Yeah, it's not just a brand, it's a massive, incredible movement of supporters. A massive, incredible movement of supporters. Now, for organizations that might be small, medium, large, any stage of this growth that want to build something that's as recognizable, I think, something that is said a lot is I'm the best kept secret in blank, right. What lessons do you think that they can take from the Trevor Project's approach to digital storytelling, this community building that you're talking about, and, overall, truly just visibility?
Speaker 2:Yeah, I actually reached out to our organic social media guru, leah Juliet, and I felt like their perspective in this is too important not to quote directly. So they said the Trevor Project's digital storytelling ethos is rooted in authenticity and urgency. Every post, video and campaign exists to save lives and speak truth. Our voice is honest and real, never shying away from the raw realities LGBTQ plus youth face, while always grounding that truth and hope and community. Truth and hope and community. Every story told is a bridge connecting isolated young people to a support system that sees them, hears them and fights for them.
Speaker 2:In a digital world full of noise, we try to cut through with purpose to remind every queer and trans kid they're not alone, and I just think that beautifully sums up what makes Trevor's digital presence feel less like a brand and more like a movement. And what I'd add is that, from my perspective, is that our storytelling works because it's mission aligned and community driven. We don't just post to post. We post to connect, to affirm, to activate, to activate. So for other organizations looking to build something resonant, I'd say start by defining your truth and your tone and then be clear about what you stand for and then speak directly to people who need to hear it most. And then listen, because social isn't just a broadcast channel, it is an actual conversation. So just kind of listening to that and starting small again and then building from that.
Speaker 1:So good. I would invite everyone to go follow their social accounts. They really, truly do a phenomenal job this month. In specific, where are there certain things going on that you would want to make sure to share with people that they should go check out what's the best places to A find you and to find out more about the Trevor Project.
Speaker 2:To find out more about Trevor Project, you can just go to trevorprojectorg. You can also do our pride page, which is trevorprojectorg, forward slash pride and connect with me on LinkedIn and I think that's going to be in the show notes. But I am always learning from others and willing to share what information I have, and so, from that perspective, I can help answer or partner or however we want to do.
Speaker 1:that Amazing. And I have one final question for you, because I think it's still newer to think of having a sustainer role. When did you start focusing, like your career, specifically in working specifically within a recurring community?
Speaker 2:I made the switch to recurring about eight years ago, roughly in 2016. I was actually hired at Ohio State to manage their monthly giving program specifically, so I worked in that space and grew the program and then, when this opportunity came up with Trevor Project, it was the perfect marriage of my experience and my skills and a deep personal passion for Trevor Project, and so it just was a perfect fit.
Speaker 1:So I also think this is going to be a role that we are going to see substantially increase on platforms like LinkedIn as job opportunities. So connect with Kate, hear about the expertise of what it is running the show. I think I mean two experiences that are really phenomenal in this. Is there something that you would like to ask for help or support on from listeners?
Speaker 2:We are always testing, which I think is another key thing Test, test, test, test. So if anybody has anything that they've tested that has worked well or not, feel free to share with me, because I'm always looking to learn more.
Speaker 1:Amazing. Thank you, Kate, so much for being here and everything you have going on. Have a wonderful webinar tomorrow with your luminaries. Thank you so much.
Speaker 3:Thank you so much for tuning into today's episode of Missions to Movement. Thank you so much for tuning into today's episode of Missions to Movements. If you enjoyed our conversation and found it helpful, I would love for you to take a moment to leave a review. Wherever you're listening, your feedback helps us reach more change makers like you and continue bringing impactful stories and strategies to the show. Don't forget to hit that subscribe button too, so you'll never miss an episode. And until next time, keep turning your mission into a movement.
