The Heritage Foundation was able to increase online donations 274% by utilizing the MECLABS methodology for optimization testing. Through A/B and multivariate testing of donation forms, email campaigns, landing pages, and other digital assets, they identified improvements that increased conversion rates, average donation amounts, and email captures. Testing assumptions and industry best practices, they found ways to more effectively engage donors and maximize fundraising results online.

1. How The Heritage Foundation
Increased Online Donations 274%
Using the MECLABS Methodology
Nathaniel Ward Tim Kachuriak
Manager of Online Programs, SVP, Innovation & Optimization
The Heritage Foundation Pursuant

2. Every Organization Asks You For Money.
2

3. The Difference Between For-Profit and Non-Profit
3

4. A Journey Through Time.
4

6. The “Real” Flux Capacitor
Slide: 6

10. Flux Capacitor of Revenue Maximization

11. Not Just for Marathon Runners

12. Impact of Revenue Optimization
Baseline 26.2% in one 26.2% in two 26.2% in three
Area areas areas
Web Traffic 100,000 100,000 126,200 126,200
Conversion Rate 2.00% 2.52% 2.52% 2.52%
Avg. Order Value $70.00 $70.00 $70.00 $88.34
Revenue $140,000.00 $176,400.00 $222,617.00 $280,942.00
Change in Revenue 0% 26.2% 59.0% 100%

13. How Do You Optimize a Think Tank?
13

14. 14

15. Optimizing Average Donation

16. Nonprofit Best Practice:
In Order to Increase Average Gift, You Must
Provide a Premium or Incentive.
16

17. Optimizing Average Gift
Control Treatment 1 Treatment 1
44% Increase $50 Gifts 64% Increase $50 Gifts
17

18. Slide: 18

19. Optimizing Email Clickthrough

20. Nonprofit Best Practice:
An Effective Email Appeal Makes a Strong Ask
for a Donation.
20

21. Version A - Control Version B - Treatment
369% Increase in Clickthrough Rate
121% Increase in Revenue

22. Optimizing Landing Pages

23. Nonprofit Best Practice:
Putting More Than One Call-to-Action on a
Landing Page Will Negatively Affect Conversion.
23

24. Testing Against Best Practices

25. Testing Against Best Practices

26. Testing Against Best Practices

27. Testing Against Best Practices

28. Nonprofit Best Practice:
To Maximize Email Capture, Your Email Form
Must Be Located on the Homepage.
28

29. Optimizing Email Capture

30. Optimizing Email Capture

31. Optimizing Email Capture

32. Optimizing Email Capture

33. Optimizing Email Capture
Unique Pageviews
43%
Quiz Completions
282% Increase in name
acquisition conversion
Email Signups
19%
900% Increase over
nonprofit benchmark
Source: Google Analytics, Kimbia & Silverpop

34. Nonprofit Best Practice:
In Order for Your Microsite to be Successful, It
Must Be Clearly Branded to Your Organization.
34

40. Nonprofit Best Practice:
To Maximize Online Revenue, the Call-to-Action
Must Be Above the Fold.
40

41. Control Treatment
74% Increase in Donor Conversion Rate
189% Increase in Average Gift
274% Increase in Revenue

42. 42

43. 43

44. 44

45. 45

46. 46

47. 47

48. 48

49. Flux Capacitor of Revenue Maximization

50. “The Learning is More
Important Than The Lift”
- Dr. Flint McGlaughlin

51. Creating a Culture of Optimization.
51

52. “Adequacy is the
Enemy of Excellence”
- Peter F. Drucker

53. [Read message above by holding up in front of mirror.]

54. Whoops!

55. 55

57. Thank You!