[GUEST POST] 5 Key Strategies to Protect Sustainers During Migration
Migrating to a new fundraising platform can help nonprofits improve efficiency and supporter engagement, and even future-proof operations. However, many organizations fear the risk it poses to donor retention and sustainer programs (recurring donors), that provide the most reliable revenue streams. Without detailed consideration, many factors can cause recurring donors to unintentionally lapse during a migration, leading to lost revenue and weakening supporter relationships.
This article explores steps nonprofits can take to mitigate risk, and work toward a seamless transition to retain their most loyal supporters.
- Ensure a seamless payment transition.
One of the largest challenges in platform migration is transferring recurring donor payments securely. Nonprofits need to check that their new platform has options to support their processor or can adequately transfer the payment data – or risk requiring donors to re-enter their payment details.
To minimize issues:
- Work with the necessary payment processors involved to facilitate a direct token transfer when possible.
- Schedule payment transitions during a low-risk period (for example, avoid year-end giving seasons).
Nonprofits should proactively reach out to supporters about the change with a simple, secure way to update their payment details.
- Maintain clean, accurate data.
Migrating incorrect or incomplete donor data can cause errors and reporting issues. Before making the switch:
- Conduct a donor data audit to ensure payment history and donor preferences are accurate.
- Run test transactions in the new system before migrating your sustainers.
- Set up parallel reporting in the old and new systems for a short period to validate accuracy.
- Prioritize donor communication.
Don’t leave your donors in the dark! Your supporters likely want to continue their support but need to know how.
- Segment sustainers into their own cadence and keep them informed about the transition.
- Use multiple channels (emails, direct mail, phone calls) to reach supporters.
- If donors need to take action, highlight the benefits of the transition (an enhanced security measure rather than a technical requirement.)
Being transparent, proactive, and donor-focused will strengthen trust and reduce attrition.
- Test before you go live.
One of the biggest mistakes in software migration is a lack of thorough testing before launch. To avoid errors:
- Migrate a small group of sustainers first and confirm that payments process correctly.
- Train staff on how to manage recurring gifts in the new system.
- Monitor the first few payment cycles post-migration and resolve any issues immediately.
With proper testing, your transition can be invisible to donors, and they continue giving without disruption or confusion.
- Recover lapsed sustainers quickly.
Even with careful planning, some payments may still fail. Having a recovery strategy in place is important.
- Set up automated failed payment emails with a link for donors to easily update their payment details.
- Personally reach out to supporters whose payments fail.
- Offer alternative payment options (such as ACH, PayPal, and Apple Pay) to reduce reliance on credit cards.
Acting quickly can recover failed sustainers before they permanently lapse.
Conclusion: A thoughtful migration protects donor relationships
A well-executed software migration should be seamless for sustainers. By securing payment continuity, maintaining data accuracy, communicating with donors, and testing vigorously, nonprofit organizations can minimize risk and protect their most valuable supporters.
Planning a fundraising platform migration?
Download our guide, Migration Without Disruption, for more detailed guidance on a retention focused fundraising platform transition.
— contributed by Engaging Networks
