2016 frdny #030in60

Download the Mobile App Now!
Scan this code with a QR
reader to easily download
the app.
http://crowd.cc/s/f5yk
QR Code Goes
Here
#frdny

30 Ideas in 60 Minutes: Your
Hour of Creative Power
Speakers:
Harry Lynch CEO, @SankyInc
Kate Phillips Hollandsworth Senior Strategist, @ABDDirect
Milo Sybrant Vice President, @MRCampaigns
Moderator:
Lisa Maska CFRE, Partner, @LautmanDC
#frdny #30in60

Infographics are all the rage in our
“information age.”
• Information and image-rich Infographics can boost
your direct mail response and also help to tie together
your channel creative.
Interactive digital versions of infographics are highly
shareable via social media.

Infographics for Rainforest Alliance

Infographics for African Wildlife Foundation

Timing is Everything

Timing is everything

Timing is everything
• Pre-order stock
• Invest in higher postage class to ensure quick delivery
• Re-use a recent data file
• Prepare your client for rushed copy approval schedule
Every minute counts!

TestControl
Vote:  Control  Test  Tie
Winner:  Test
Nudge Testing

Nudge to Prospects + HPC<$125 Donors
Test
Control
Winner:  Test

Nudge Testing
TestControl
Winner:  Test

Recommendations for Nudge Tests
• Tested variations of nudge tests to 10 organizations.
• 50% saw improvement in at least one key metric. No
organization saw nudges depress response or
revenue.
• Recommended language:
• “Most people are donating at least $X right now.”

Treat your mid-level donors like major donors-and see
them respond that way!
• Use a high-touch “proposal” format to boost the
response rates and average gifts of your mid-
level donors.
Can be targeted to segments of donors who have shown special
interest in a particular program – or take a broad stroke that relies
on making an extensive for what an upgraded gift will accomplish.

Parkinson’s Disease Foundation Proposal

Universe Gifts Response Rate Average Gift $500+ Gifts Rev $500+ Rev/M
Standard
Year-End Mailing
(Newsletter)
6,413 216 3.37% $229.41 23 $24,450 $7,727
High-touch Year-
End "Proposal"
7,262 464 6.39% $222.51 62 $50,450 $14,217
Parkinson’s Disease Foundation Proposal
Results:

Annual Report Upgrades

Annual Report Upgrades
Single out lapsed high dollar donors and
potential upgrades with a lift note or
post-it on the donor lists page.
Carry messaging through to the letter
(re)explaining the higher giving
programs.

Ask String on Main Donation Form
TestControl
Winner:  Test

Reverse Ask String
TestControl
Winner:  Test

Higher Ask String for Prospects
TestControl
Winner:  Tie

Ask String vs. Open Field
Test
Control
Winner:  Test

Don’t chase the crowd…
but look for the crowded room.
• In other words – use basic analytics to identify areas
where donors and potential donors are most
concentrated – then then target your acquisition
campaigns accordingly.
Don’t be fooled by high numbers of donors in states or
locations with huge populations! (Hint #1: Having tons of
donors in California might lead you down the wrong road.)

Donors per Capita

We have a lot of donors
in these states!
Donor Count per State

Turns out we have very few
donors per capita in these
states… Should we still mail
there?
Donors per Capita

Donors seem to be concentrated in
very select areas. Maybe we can
mail only where we have high
donors per capita…
Donor Density per Zip Code

Fiscal Year
Response
Rate
Average Gift Revenue/M Comment
Year 1 0.80% $19.70 $157 National
Year 2 0.78% $20.51 $160 National
Year 3 0.78% $18.99 $148
Transitional year: Performed per
capita analysis
Year 4 1.43% $20.82 $299
Targeted New England and Eastern New
York
Year 5 1.22% $19.33 $237
Targeted New England and Eastern New
York
Before
shift
0.79% $19.73 $155 National
After shift 1.33% $20.08 $268
New England and Eastern
New York
72.9% Lift in Revenue/M
Making the Switch to Targeted Acquisition

Anniversary
Personalization

Anniversary personalization

Small Asks: $5 Ask to Prospects
TestControl
Winner:  Test
Make your tax-deductible gift
of $50 or whatever you can
afford now. Help us meet our
urgent Year-End Challenge goal
of $125,000.
Make your tax-deductible gift
now. Pitch in $5 or more to
help us meet our urgent Year-
End Challenge goal of
$125,000.

Small Asks: $10 Ask to Deep/Lapsed Donors
TestControl
Winner:  Test

Speak to your donors as you spoke to
them before.
• Try mimicking to the same copy approach and tone
that you used to acquire your donors in the first place.
This can be especially effective way to re-activate non-
renewing segments.

Acquisition Letter A Acquisition Letter B
Examples of Acquisition Messaging

Renewal Letter A Renewal Letter B
Examples of Renewal Messaging

Fiscal Year List/Segment Response Rate Average Gift
2
0
1
4
2012 Acquisition Donor (2 Years Lapsed) 2.55% $33.26
2014 Lapsed Acquired Donors Subtotal 1.20% $29.00
2
0
1
5
2
0
1
6
Parkinson’s Disease Foundation –
Acquisition Donor Reactivation

Email Follow-up to Lapsed Donors
in Acquisition

Email follow-up to
lapsed donors in
acquisition mail

Renewal Language to Prospects
TestControl
Winner:  Test

Remake 2016 as the year of remarketing.
• While still expensive, the costs to test this channel
have fallen sharply over the past year.
New tracking tools are proving that re-marketing is an
effective way to amplify your fundraising message and
drive potential donors to donate.

When a user visits your webpage and then visits Google, he or she is presented with
a targeted ad featuring your organization.
Google Remarketing

When a user visits your webpage and then visits Facebook, he or she is presented with
a targeted ad featuring your organization.
Facebook Remarketing

Remarketing Demographic Statistics

Integrated e-Renewals
(…to a point)

Integrated e-Renewals (…to a point)
Coordinate your messaging…
Coordinate your look…
Coordinate the donor selects…
…DON’T coordinate the follow-ups.

Adding PayPal as Payment Option
TestControl
Winner:  Test

Another PayPal Payment Option
TestControl
Winner:  Test

Google isn’t the only game in town.
• Paid advertising on Bing – the Microsoft search
network that includes Yahoo and now AOL – offers a
quality alternative, often reaching a better donor
demographic at a more reasonable cost than Google.
Bing’s highest penetration is in the 55+ age demographic –
our prime donor audience!

Yahoo Ads

Age Profile of Search Engine Users

Change.org
Acquisition
Gifts Income ROI
Bing 92 $8,038 $4.14
Google 147 $13,945 $2.35
Bing vs. Google

Lapsed “Uniques” in
Multis

Lapsed “Uniques” in Multis
LIST
QUANTITY
RECEIVED
UNIQUES MULTIS TOTAL NET
HOUSE FILES
LAPSED LIST #1 41,342 21,855 5,428 27,283
LAPSED LIST #2 41,342 24,929 3,689 28,618
LAPSED LIST #3 5,157 1,303 545 1,848
LAPSED LIST #4 5,157 1,723 491 2,214
LAPSED LIST #5 376 340 11 351
LAPSED LIST #6 374 195 106 301
LAPSED LIST #7 1 0 1 1
LAPSED LIST #8 6,100 2,254 2,700 4,954
LAPSED LIST #9 253 168 54 222
LAPSED LIST #10 205 50 117 167
HOUSE SUBTOTALS 101,043 52,817 13,142 65,959
Traditional “multis”
(hits to 2 or more lists)
come out to 13,142

Lapsed “Uniques” in Multis
LIST
QUANTITY
RECEIVED
UNIQUES MULTIS TOTAL NET
HOUSE FILES
LAPSED LIST #1 41,342 21,855 5,428 27,283
LAPSED LIST #2 41,342 24,929 3,689 28,618
LAPSED LIST #3 5,157 1,303 545 1,848
LAPSED LIST #4 5,157 1,723 491 2,214
LAPSED LIST #5 376 340 11 351
LAPSED LIST #6 374 195 106 301
LAPSED LIST #7 1 0 1 1
LAPSED LIST #8 6,100 2,254 2,700 4,954
LAPSED LIST #9 253 168 54 222
LAPSED LIST #10 205 50 117 167
HOUSE SUBTOTALS 101,043 52,817 13,142 65,959
“Uniques” = Lapsed donors who
don’t match to any other
outside / modeled lists is
52,817
These are your names to mail as
many times as you’d like - test
sending them a multis package

Membership Status

Renewal Segment:
60% increase in response
Lapsed Segment:
30% increase in response
VariationControl

Think inside the (light)box.
• Test creative ways to use modals (a.k.a. lightboxes)
beyond just asking for single donations. Try upgrades,
sustainer asks, and targeted techniques.
Bonus tip: Go beyond your homepage – look at
your stats and place modal on your
other high-traffic pages.

Legal Defense Fund Year-End Modal
$29,745 income
Drug Policy Alliance Year-End Modal
$11,222 income
Homepage Modals

Covenant House Thanksgiving Modal
34.83% response rate
$11,652 income
Covenant House Monthly Giving Modal
10.76% response rate
$2,803 income
Upgrade Modals

Post-Its

Post-its
Lapsed donor call out

Post-its
General renewal push

Post-its
Subsequent renewal push

Post-its
Recognition of joining the
organization last year

Post-its
Use a pre-printed post-it when
sending out ‘insider’ material

Post-its
Post-it was visible
through the carrier
window

Post-its
Calling out a recent gift of a
reinstated donor… DEPRESSED
RESULTS

SMS Deadline Reminder
TestControl
Winner:  Test

• Reduce your annual report to a scaled-down format
that can cost-effectively be printed in high volume and
included in full-file mailings.
“Mini-annuals” boost donor engagement
and giving!
Shrink your annual report –
and grow it’s power.

Full report: 44 pages
Crohn’s and Colitis Foundation of America
Annual Report

African Wildlife Foundation
Annual Report Highlights

Universe Gifts Revenue Resp Rate Avg Gift Cost RPDS
Standard December Mailing 10,867 378 $7,820 3.48% $20.69 $4,325 $1.81
January Mini-Annual Mailing 10,970 610 $17,974 5.56% $29.47 $6,491 $2.77
Mini Annual Report Mailing Results

Paper Savings

Paper savings
Challenge your printers on ideas to save money either by changing
paper stocks or slightly adjusting the size.
Especially take a look at those long-standing controls.

Paper savings
By shedding just a quarter inch from the width of the map we saved MSF an
estimated $872,000 over the course of three years

Transform Facebook into your
fundraising powerhouse.
• Leverage refined ad formats and audience-building
methods to boost your fundraising program and unify
your donor communications.
Paid Facebook ads can be a cost-effective way for
nonprofits to target by age, gender, interests, and
geography. Refined ad formats and audience-building
methods (e.g., from email files and website visitors)
continue to benefit nonprofits!

Episcopal Relief and Development FB Ads
ROI: $1.62

Covenant House Facebook Ads
ROI: $0.44

Year End
Post Card Push

Year End Post Card Push

Turn those pesky regulations into your
friend.
• Financial disclosure requirements – long the bane of
fundraisers – can be transformed into positive
messages that impress and motivate your donors.
Keep it simple – and use images to convey
your efficiency!

Brag about it on a buckslip
Examples of “positive” disclosure

On your
return
envelopes
Examples of “positive” disclosure
On your
letter

Match Backs

Match Backs
• What is driving people to your website to give?
• Where are your white mail gifts coming from?
You’d be surprised to find out how much money you can directly
attribute back to your mail acquisition campaigns.

✳ The purpose of hypotheses is to make sure we're thinking critically about
what we want to test and why and to make sure we learn from the test.
✳ To help create a hypothesis, fill in the blanks:
Changing (control) to (variation) will improve (test objective)
because (reason you think the change will help) .
✳ If you craft a good hypothesis, you will learn something from every test,
regardless of the outcome.
Crafting the Hypothesis

• Before running a test, figure out the sample size needed for the test.
• To do that, you’ll need to understand how much of a change you’ll be able
to detect.
• If you’re evaluating specific audiences or pages (e.g. mobile traffic), do
this for each page or segment that you will evaluate
Determine Sample Size Needed

Baseline Conversion Rate - the current
average for the metric you are trying to
improve (e.g. response rate, action
rate)
Minimum Detectable Effect (MDE) -
the amount of change in the
conversion rate that you want to be
able to detect. We recommend 25%
or lower.
Elements of the sample size calculator
Minimum Audience Size - the total number of people you need to include in the experiment, per variation.

Sample Testing Roadmap

Sample Test Plan

Sample Results Tracker

All In One Place

30 Ideas in 60 Minutes: Your Hour of Creative Power
Harry Lynch CEO
Sanky, Inc.
www.sankyinc.com @SankyInc
#frdny #30in60
Kate Phillips Hollandsworth Senior Strategist
ABD Direct
www.abdata.com @ABDDirect
Lisa Maska CFRE, Partner
Lautman, Maska Neill & Company
www.lautmandc.com @LautmanDC
Milo Sybrant Vice President
M&R Strategic Services
www.mrss.com @MRCampaigns

Thank you.
Please use your FRDNY app
http://crowd.cc/s/f5yk
to fill out the session survey

2016 frdny #030in60

Recommandé

Recommandé

Contenu connexe

Dernier

Dernier (20)

En vedette

En vedette (20)

2016 frdny #030in60

Notes de l'éditeur