Maximize Your Nonprofit’s Online Presence with Savvy Testing

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Learn how to evaluate and test your online functionality now to ensure a profitable end of year.
• Learn to use testing ahead of campaign season
• See examples of well-executed tests using the Salsa Online Tools
• Understand how to measure and interpret results

Published in: Technology, Education
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  • Compare messaging with the two emails that were sent for this workshop – this is email 1. AB testing isn’t viable with a few hundred names. Registration was somewhat low on the first email which could have been the content of the workshop, the subject line or the sender. We went with the subject line and tried a new one for the second email. Notice the open and click through rates when we change the subject line on the second email (next slide)
  • Email 2 – The FW messaging very well and nearly doubled the open rate and tripled the click through rate! (Note, the conversions didn’t track for some reason if this is brought up).
  • A/B testing is a great option when you have a larger list, have a critical message, or just want insight to messages that perform well with strategic groups (like high donors). It’s also very easy to do in Salsa.
  • Petition campaign encouraged lawmakers to resist anti-transparency “Ag-Gag” laws Campaign microsite to educate the target audience and give them the right tools to advocate Here you can see how the campaign site directed folks to sign the petition.
  • Salsa connects the visitor directly with their rep…. But how did this petition perform?
  • Though not the actual numbers for their pledge, this is an example of how you can evaluate your success ALDF’s campaign generated 8K petition signatures, much of which was driven through video (which then took folks to the campaign microsite)
  • Supporters are most likely to take action immediately after taking action (i.e. don’t wait a week for your next interaction). Thank you auto responders are a great way to immediately engage your supporters. Make sure to try out a few different calls to action to see what works best for your supporters.
  • Here’s an example of how you can set email triggers in Salsa for “groups” using our “streaming emails” function.
  • Here’s a look at how you can set up a streamlined email messaging series in Salsa
  • You can also evaluate what urls perform best such as your email enews sign in, volunteer, etc. Consider testing several versions of a sign in page to see what performs best over time.
  • Code pink recently sent this matching gift email over mothersday. They raised $11.5K in donations and received another 10K in a matching gift.
  • Easily evaluate the big picture like funds raise by campaign (i.e tracking code), major donors, by month
  • Some segments are more important than others to evaluate - - here you can easily see how “groups” such as donors responded to your emails. In addition to AB testing, you can also see how donors perform over other groups.
  • If you were CodePink, you might want to run a query like this to see who HAS received the email, but didn’t give. You may want to change the subject line and a few sentences in the content, and resend. Consider sending a second email letting them know how much you’ve raised so far… people are pack animals and want to do what others are doing.
  • This query shows folks who have taken multiple action but haven’t donated. Consider sending a custom message to your should be donors – acknowledge and thank them for taking action and let them know the next step is donate.
  • Attached are two screenshots of donation pages - pre-testing from our 2011 year-end fundraising appeal and post-testing from our 2012 year-end appeal. There were many iterations in-between where we followed good testing practices – i.e keeping the text the same, testing one variable at a time, etc. We used “ Optimizely ” to run the tests and had Alli Treman at Salsa Services to implement a lot of the code after we learned what worked best.
  • The goal-o-meter from PowerThru alone turned terrible emails into emails that met our internal benchmarks. It turned good emails into awesome emails. The ROI on donation page testing rocks. We're a small shop and I'm the only person on staff that knows HTML and CSS so outsourcing the actual code to Salsa Services was great. 
  • Try different thank you pages and suggested donation amounts. CAI used this as the re-direct page after signing up for enews AND pre-selected $35. You’ll only know what works best if you test a few different pages (try to keep the same variables).
  • Maximize Your Nonprofit’s Online Presence with Savvy Testing

    1. 1. Maximize Your Nonprofit’s Online Presence with Savvy Testing A Free Lunchtime Event! Wednesday May 23rd from 11-1 Space with a Soul, Boston
    2. 2. WELCOME, FELLOW TESTERS! •Intros/Your Goals •Testing 101 •Make The Plan •Execution/Analysis •Q & A •Wrap
    3. 3. Why Test?• Learn About Your Supporters• Confirm Or Deny Your Suspicions• Use Data To Inform Change• Improve Future Performance• Get Smart(er)
    4. 4. What Can I Test?• Email• Donation Forms• Thank You/Confirmation Pages• Advocacy Forms• Autoresponders
    5. 5. Email - Messaging
    6. 6. Email Messages• Salsa email message example #1 here
    7. 7. A/B Testing
    8. 8. Advocacy Forms
    9. 9. Advocacy Evaluation• Salsa Advocacy Form example #2 here
    10. 10. Auto-Responder
    11. 11. Evaluate Auto-Responder
    12. 12. Email Series
    13. 13. Sign-in Page Evaluation
    14. 14. Evaluate whichcampaigns weremost successful
    15. 15. Amount Raised by Campaign• Salsa Donation Form example #1 here
    16. 16. Email Performance by Group
    17. 17. Resend donor messages
    18. 18. Should-be Donors
    19. 19. Pre Testing
    20. 20. Testing Results• 2010 End of Year Appeal – 5% Completion• 2011 End of Year Appeal – 28% Completion
    21. 21. Test Redirect Pages + Amounts
    22. 22. MAKE YOUR PLAN• Pick things you are already doing• Ask permission (or forgiveness)• Front-load approvals for variants• Understand data implications• Get a little crazy
    23. 23. MAKE YOUR PLAN• Document your hypothesis• Work backwards from the stop date• Define tasks, due dates, responsible party• We use Excel – nothing fancy
    24. 24. READING YOUR DATA• Be dispassionate (tough to do)• Compare apples to apples• Look at industry benchmarks• Understand where the data is coming from
    25. 25. USE WHAT YOU’VE LEARNED• Apply to upcoming campaigns• Rework current online engagement tools• Modify your planning & execution tasks• Add routine testing to your ongoing work• Track and report on your data
    26. 26. QUESTIONS?
    27. 27. molly@salsalabs.com THANK YOU!maureen@fireflypartners.com

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