Case Study: Canal Alliance more than doubles year-over-year recurring giving revenue with Classy's custom donation pages

How Canal Alliance Used Custom Donation Pages to Increase Recurring Giving

Canal Alliance launched a Classy campaign in March 2020 to fund a COVID-19 support fund, raising over $3 million and attracting a large influx of first-time donors. Their challenge was converting those one-time supporters into sustainable monthly donors to grow recurring revenue.

They ran small-scale A/B tests on two Classy donation pages in a newsletter to identify the most compelling messaging and CTA, then sent the higher-performing page to major COVID-19 fund donors asking them to join monthly giving. The tactic more than doubled year‑over‑year recurring revenue — from $50,000 in 2019 to $105,000 in 2020 — resulting in 132 active recurring donors and an average gift of $46 per month.

Canal Alliance

Sara Matson

Development Director