How The Heritage Foundation      Increased Online Donations 274%      Using the MECLABS MethodologyNathaniel Ward         ...
Every Organization Asks You For Money.                       2
The Difference Between For-Profit and Non-Profit                       3
A Journey Through Time.                          4
The “Real” Flux Capacitor             Slide: 6
Flux Capacitor of Revenue Maximization
Not Just for Marathon Runners
Impact of Revenue Optimization                     Baseline     26.2% in one   26.2% in two   26.2% in three              ...
How Do You Optimize a Think Tank?                      13
14
Optimizing Average Donation
Nonprofit Best Practice:In Order to Increase Average Gift, You MustProvide a Premium or Incentive.                        ...
Optimizing Average Gift    Control           Treatment 1              Treatment 1                 44% Increase $50 Gifts  ...
Slide: 18
Optimizing Email Clickthrough
Nonprofit Best Practice:An Effective Email Appeal Makes a Strong Askfor a Donation.                           20
Version A - Control          Version B - Treatment                      369% Increase in Clickthrough Rate                ...
Optimizing Landing Pages
Nonprofit Best Practice:Putting More Than One Call-to-Action on aLanding Page Will Negatively Affect Conversion.          ...
Testing Against Best Practices
Testing Against Best Practices
Testing Against Best Practices
Testing Against Best Practices
Nonprofit Best Practice:To Maximize Email Capture, Your Email FormMust Be Located on the Homepage.                        ...
Optimizing Email Capture
Optimizing Email Capture
Optimizing Email Capture
Optimizing Email Capture
Optimizing Email Capture                                               Unique Pageviews                                   ...
Nonprofit Best Practice:In Order for Your Microsite to be Successful, ItMust Be Clearly Branded to Your Organization.     ...
Nonprofit Best Practice:To Maximize Online Revenue, the Call-to-ActionMust Be Above the Fold.                           40
Control                  Treatment           74% Increase in Donor Conversion Rate          189% Increase in Average Gift ...
42
43
44
45
46
47
48
Flux Capacitor of Revenue Maximization
“The Learning is More Important Than The Lift”               - Dr. Flint McGlaughlin
Creating a Culture of Optimization.                         51
“Adequacy is theEnemy of Excellence”         - Peter F. Drucker
[Read message above by holding up in front of mirror.]
Whoops!
55
Thank You!
2012 Optimization Summit Presentation -  Tim Kachuriak, Nathaniel Ward
2012 Optimization Summit Presentation -  Tim Kachuriak, Nathaniel Ward
2012 Optimization Summit Presentation -  Tim Kachuriak, Nathaniel Ward
2012 Optimization Summit Presentation -  Tim Kachuriak, Nathaniel Ward
2012 Optimization Summit Presentation -  Tim Kachuriak, Nathaniel Ward
2012 Optimization Summit Presentation -  Tim Kachuriak, Nathaniel Ward
2012 Optimization Summit Presentation -  Tim Kachuriak, Nathaniel Ward
2012 Optimization Summit Presentation -  Tim Kachuriak, Nathaniel Ward
2012 Optimization Summit Presentation -  Tim Kachuriak, Nathaniel Ward
2012 Optimization Summit Presentation -  Tim Kachuriak, Nathaniel Ward
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2012 Optimization Summit Presentation - Tim Kachuriak, Nathaniel Ward

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2012 Optimization Summit Presentation - Tim Kachuriak, Nathaniel Ward

  1. 1. How The Heritage Foundation Increased Online Donations 274% Using the MECLABS MethodologyNathaniel Ward Tim KachuriakManager of Online Programs, SVP, Innovation & OptimizationThe Heritage Foundation Pursuant
  2. 2. Every Organization Asks You For Money. 2
  3. 3. The Difference Between For-Profit and Non-Profit 3
  4. 4. A Journey Through Time. 4
  5. 5. The “Real” Flux Capacitor Slide: 6
  6. 6. Flux Capacitor of Revenue Maximization
  7. 7. Not Just for Marathon Runners
  8. 8. 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 $280,942.00Change in Revenue 0% 26.2% 59.0% 100%
  9. 9. How Do You Optimize a Think Tank? 13
  10. 10. 14
  11. 11. Optimizing Average Donation
  12. 12. Nonprofit Best Practice:In Order to Increase Average Gift, You MustProvide a Premium or Incentive. 16
  13. 13. Optimizing Average Gift Control Treatment 1 Treatment 1 44% Increase $50 Gifts 64% Increase $50 Gifts 17
  14. 14. Slide: 18
  15. 15. Optimizing Email Clickthrough
  16. 16. Nonprofit Best Practice:An Effective Email Appeal Makes a Strong Askfor a Donation. 20
  17. 17. Version A - Control Version B - Treatment 369% Increase in Clickthrough Rate 121% Increase in Revenue
  18. 18. Optimizing Landing Pages
  19. 19. Nonprofit Best Practice:Putting More Than One Call-to-Action on aLanding Page Will Negatively Affect Conversion. 23
  20. 20. Testing Against Best Practices
  21. 21. Testing Against Best Practices
  22. 22. Testing Against Best Practices
  23. 23. Testing Against Best Practices
  24. 24. Nonprofit Best Practice:To Maximize Email Capture, Your Email FormMust Be Located on the Homepage. 28
  25. 25. Optimizing Email Capture
  26. 26. Optimizing Email Capture
  27. 27. Optimizing Email Capture
  28. 28. Optimizing Email Capture
  29. 29. Optimizing Email Capture Unique Pageviews 43% Quiz Completions 282% Increase in name acquisition conversion Email Signups 19% 900% Increase over nonprofit benchmarkSource: Google Analytics, Kimbia & Silverpop
  30. 30. Nonprofit Best Practice:In Order for Your Microsite to be Successful, ItMust Be Clearly Branded to Your Organization. 34
  31. 31. Nonprofit Best Practice:To Maximize Online Revenue, the Call-to-ActionMust Be Above the Fold. 40
  32. 32. Control Treatment 74% Increase in Donor Conversion Rate 189% Increase in Average Gift 274% Increase in Revenue
  33. 33. 42
  34. 34. 43
  35. 35. 44
  36. 36. 45
  37. 37. 46
  38. 38. 47
  39. 39. 48
  40. 40. Flux Capacitor of Revenue Maximization
  41. 41. “The Learning is More Important Than The Lift” - Dr. Flint McGlaughlin
  42. 42. Creating a Culture of Optimization. 51
  43. 43. “Adequacy is theEnemy of Excellence” - Peter F. Drucker
  44. 44. [Read message above by holding up in front of mirror.]
  45. 45. Whoops!
  46. 46. 55
  47. 47. Thank You!

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