Sustainer programs are the lifeblood of many mission-driven organizations, offering reliable revenue and deeper donor engagement. But sustaining the sustainers—that’s where the real challenge lies.
That’s why ROI Solutions and Contributor Development Partnership (CDP) joined forces to create a powerful strategic partnership and solution: the MiLo Intelligence Sustainer Loyalty Model paired with CDP’s strategic intervention services. Designed specifically for nonprofits, MiLo uses advanced machine learning to predict which donors are likely to stick around—and which are at risk of churning. These predictive insights are updated monthly and give fundraisers a four-month outlook on retention, enabling timely and effective engagement.
Built in collaboration with respected nonprofits like Humane World for Animals, PETA Foundation, public media organizations, and others, MiLo is more than just a data model—it’s a proactive strategy engine. By identifying high-risk sustainers early, organizations can deploy personalized outreach that’s both impactful and cost-effective.
Targeted Outreach That Works
CDP’s work with public media organizations has shown that even simple gestures, like timely thank-you calls, can significantly improve donor retention and long-term value. Now, with MiLo pinpointing which sustainers need attention, outreach is even more strategic.
This spring, CDP and ROI Solutions launched a pilot with a large public media station, testing text-based outreach to at-risk sustainers identified by MiLo. One group received a carefully crafted message; the control group received none. This low-cost test aims to answer key questions: When is outreach meaningful? When is it unnecessary? And when is it worth investing more in calls or mail?
Early results look promising, and while the complete data picture will take a few more months to develop, the initial indicators suggest that predictive targeting can help fine-tune donor engagement strategies, maximizing impact while managing costs. Next up, we’ll test with additional public media stations and national nonprofits.
A Community of Learning
MiLo users are part of something bigger than just a model. Many participate in a collaborative benchmarking cohort through the newly launched Epiphany Benchmarking platform, where they compare sustainer performance and outreach strategies across peer organizations. Epiphany is another collaboration between ROI Solutions and CDP that provides monthly data updates to fuel ongoing fundraising improvements and help nonprofits learn from each other in real time.
The Future Is Predictive, Collaborative, and Human-Centered
Machine learning models don’t replace human connection, but they can supercharge it through incredibly precise targeting. By combining machine learning with thoughtful, well-timed outreach, nonprofits can build stronger, longer-lasting relationships with their most dedicated supporters.
Sustainer success isn’t just about who you reach—it’s about how, when, and why. With the right data and a personalized touch, organizations can meet donors where they are and keep them engaged for the long haul.
This article will also appear in the Direct Marketing Fundraisers Association (DMFA) Summer Newsletter later this year.
