Trying to keep up with technology in today’s digital climate can sometimes leave you with a hamster-in-a-wheel mindset – you’re running and running, but it feels like you’re not getting anywhere! When you consider that in 2014 every $100 gained by nonprofits was offset by a loss of $95, it’s no wonder nonprofits are feeling this way. For a lot of organizations, there was so much work being done, but without the reward of stellar results. In our new webinar series – Fundraise Smarter, Not Harder – we will teach you how to improve your results without straining your already exhausted resources. Kimbia fundraising strategist, Miriam Kagan, will be offering tips on monitoring the key metrics that should matter the most to your organization. You’ll be able to take a step back and gain a clearer picture of the actions you need to take in order to optimize your efforts and get those results in 2016! You’ll learn: What you should be measuring and why How building a foundation of testing and improvement can maximize results Available tools to help you improve monitoring and optimization And much, much more!

1. Confidential Document: Kimbia Inc. 2016
Fundraise Smarter,
Not Harder! Top 10.
@kimbiainc #kimbiawebinars

2. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
Hello!
Miriam Kagan
Senior Fundraising Principal

3. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
Why Work Smarter?

4. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
Why Work Smarter?

5. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
Fundraising
Stakeholders
Why Work Smarter?

6. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc

7. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
1. Track Your Visitors
§ Where are they coming from and what do they want
to see? And is your content positioned accordingly?
§ What is your first, second, third most visited page?
Does that page have a clear CTA to sign up/
donate/get involved?

8. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
2. Set Goals
§ Do you have clear goals for your program(s)? And
are your tests designed to learn from/make
progress toward those goals?
• Test donation
form layout
• Test CTA on
home page
• Test Sustainer
conversion
series
• 3 Ask Array
Order Tests
Increase
Average Gift
Convert
Single Gift
Donors to
Sustainer
Increase
donation
form
conversion
rate
Acquire New
Donors

9. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
3. It Takes a Village
§ Do you regularly hold brainstorming meetings with
stakeholders from across your organization? Do
you support an open idea environment?

10. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
4. Know What’s Working.
It’s Not Cheating.
§ Do you have a designed resource whose job (at least part-
time) is to monitor new market trends, research, data and
learnings? Does this someone regularly check-in with peers
in the industry? Or share information organization-wide?
§ Do you track your performance compared to benchmarks?

11. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
5. Have an Email Testing Plan
& Schedule
§ Testing should NOT be a last-minute decision.
§ The time of year, campaign, strategic goal and
audience should all be taken into consideration.
§ Do you have an email testing plan and schedule?
Something you develop ahead of time and plan a
continuous testing cycle that you can learn from?

12. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
6. Track Performance by Segment
§ Understanding performance isn’t just by one lump
sum. Do you track performance by segment?
§ Donors vs. non donors
§ Recent vs. lapsed donors
§ Interest groups: puppies vs. kittens vs. horses
§ Do you take out major gifts when looking at
results?
Which
won?

13. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
7. Set Up the Test
In a Measurable Way
§ Do you have clear testing parameters set up?
§ If you’re not using advanced testing techniques (like
multivariate testing), make sure you are controlling variables
in the test (one at a time) or testing the ENTIRE design.
Otherwise, how do you know what worked?
Only testing a
single variable:
color. Layout and
all other items
remain the same.

14. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
8. Test With a Long-Term View
§ The initial results aren’t always the final word. Do
you go back an evaluate longer-term performance
of testing cohorts?

15. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
9. Like It Or Not, We Need Math.
It Shows the Way.
§ Statistical analysis tools
will make heads and
tails out of results:
§ Did you test a large enough
volume to get a valid response
data set? (rule of thumb, at
least 40 response per group)
§ https://
www.optimizely.com/
resources/sample-size-
calculator/
§ How certain can you be that
the test results are repeatable
with a level of confidence?
(statistical significance).
§ http://getdatadriven.com/
ab-significance-test
§ Online tools can help figure all
this out!
§ BONUS TIP: an invalid results 3
times in a row is NOT a valid
test. It is just a coincidence.
NOPE. 3 times is not the
charm. There is no valid
result here.

16. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
10. Big Brother.
You SHOULD Be
Watching.
§ Are you continually getting info on
your supporters so that you can
provide them with more relevant
content and asks that resonate
better? (doesn’t just mean surveys)
§ Demographic overlays. Lots of
info there.
§ “Hidden questions” on forms.
(that rack entry point for example).
§ Store all the info!

17. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
Bonus Points
Does someone at your
organization have one (or more)
of the following job
descriptions/titles (or a version
thereof)?
• Strategist
• Analyst
• Data insight
• Constituent behavior
insight

18. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
About Kimbia
Our online fundraising and crowdfunding platform, plus digital
services are built with one goal in mind: to help our customers grow
their revenue. Technology should not hinder the donor or participant
experience. It should speed and enhance it.
Our better fundraising solutions help you quickly find, convert and
retain more of your best customers and supporters, those who are
acquired online and share your mission across many channels and
continents. With Kimbia, you can focus on what matters most—your
mission, those you serve and the causes you care about. Your
success is our success!
Contact us for a demo, and you’ll see why over 19,000
organizations trust Kimbia.

19. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
What Questions Do You Have?
We will be hosting a follow-up webinar on
March 3rd where we will provide testing
techniques based on YOUR questions!
Stay tuned for more information!

20. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
CONTACT INFO
We love hearing from you!
https://www.kimbia.com/contact-us/
@miriamkagan
miriam@kimbia.com

21. Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
Q&A