Research

Abstract

Sustainer programs are a long-term strategy used to yield a strong, committed donor base and a predictable revenue stream for nonprofit organizations (Worrell, 2020). Revenue from sustainer programs comprises 32% of nonprofit total proceeds and 16% of nonprofit online proceeds, and these programs have only increased in significance for nonprofit organizations with the occurrence of the COVID-19 pandemic (Ashmore, 2020; Bobrick, 2019; Fouks 2020). Previous studies have shown that sustainer acquisition and renewal through digital channels, canvassing, broadcasting, and changing payment methods improve the lifespan of sustainer programs during normal circumstances, while canvassing, the use of social media marketing strategies, innovation and development, donations, donor acquisition through stewardship, and fundraising increase the longevity of sustainer programs during the COVID-19 pandemic (Ashmore, 2019; Ashmore, 2020; Bernyte, 2018; Bobrick, 2019; Deitrick, 2020; Fouks, 2020; Haines, 2020; Kristinae, 2020; Leboff, 2014; M+R, 2018; Team NLC, 2020). To fully understand the impact of the pandemic on sustainer programs in March 2021, instead of at the pandemic’s conception, the perspectives of marketing professionals were analyzed. Ultimately, an analysis of transcripts of interviews conducted with marketing professionals currently working at various health nonprofit organizations determined that nonprofit marketing personnel perceive the use of impact stories, donor retention, the “set it and forget it” marketing strategy, the implementation of technology, donor acquisition, donor stewardship, and the suspension of in-person events to be factors influencing the longevity of sustainer programs during the pandemic (Table 1; Table 2). However, these findings when compared with past literature, conclude donor acquisition and donor stewardship to be the overall factors influencing the longevity of sustainer programs for nonprofit organizations during the COVID-19 pandemic (Figure 1). The findings of this research can be applied to improve the longevity of sustainer programs for nonprofit organizations currently experiencing adverse effects of the pandemic. Future studies can evaluate the impact of the pandemic on sustainer programs for nonprofit organizations outside of the healthcare industry and factors influencing the varying importance of sustainer programs over time.

Keywords: Sustainer programs, Nonprofit organizations, COVID-19 pandemic

Rationale

Nonprofit organizations are imperative to the well-being of the United States because they support the economic, social, and cultural health of citizens by providing them with essential goods and services (Powell, 2018). While the importance of nonprofit organizations is commonly acknowledged, the importance of sustainer programs is rarely addressed, although these programs are a critical component of nonprofit organizations. Literature indicates that sustainer programs are imperative to nonprofit organizations because they prevent profit loss, initiate development, support market plans, and constitute a large portion of online revenue (Ashmore, 2020, Bobrick, 2019; Haines, 2020; Toledo et al., 2014). Additionally, with the rise of the digital age and the occurrence of a global pandemic, online revenue has greatly increased in significance for nonprofit organizations (Bobrick, 2019; Leboff, 2014). The purpose of this study is to better understand how to increase the longevity of nonprofit organizations during the COVID-19 pandemic by evaluating factors that influence the lifespan of sustainer programs in March 2021.

Research Poster

Charania_DRAFT Research Poster

Research Paper

To read my research paper on the factors influencing the longevity of sustainer programs for nonprofit organizations during the COVID-19 pandemic: CLICK HERE

Legacy

This picture shows a calendar I designed for the Run 100 Miles in May Challenge. This is significant because it exemplifies my contribution to the Pediatric Brain Tumor Foundation. I created graphics to use in various fundraising challenges, and they were all similar to the one shown above, which promotes running miles and raising money for pediatric brain tumor research.

My research conducted on the factors influencing the longevity of sustainer programs for nonprofit organizations during the COVID-19 pandemic will help my mentor, Emily Clark at the Pediatric Brain Tumor Foundation, implement new strategies using donor acquisition and donor stewardship to increase the longevity of their own monthly-giving programs. Furthermore, my daily work completed at my internship will be used in their two Facebook fundraising challenges - the Run 100 Miles in May Challenge and the Complete 3,000 Squats in September Challenge. On a personal level, interning at the Pediatric Brain Tumor Foundation gave me the opportunity to better my skills in Canva and Microsoft Excel. It also taught me multiple employability skills, such as how to dress professionally, how to manage my time wisely, and how to show up on time for meetings. Overall, I had a wonderful experience interning at the Pediatric Brain Tumor Foundation that greatly benefited me, my mentor, and the organization this past year.

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