Separating fact from fiction, the true benefits of testing with Mark Stewart, Greenpeace

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In this webinar Mark Stewart, Head of Marketing and Fundraising at Greenpeace Australia Pacific, discusses the increased role testing has played in all fundraising, marketing and communications activities at Greenpeace in the past twelve months.
To view this webinar visit: http://www.blackbaud.com.au/notforprofit-events/webinars/past

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Separating fact from fiction, the true benefits of testing with Mark Stewart, Greenpeace

  1. 1. Separating Fact from Fiction The true benefits of testing Mark Stewart Greenpeace Australia Pacific
  2. 2. Discussion of test results “Community Building” results Current “best practice” Fundraising ask
  3. 3. 1. Campaign Pushes 2. Acquisition of donors through TM conversion
  4. 4. Percentage of NEW sign ons, leaving email and phone
  5. 5. Community building triggers  Paid promotion – not so good  You tube – link to social media distribution  Facebook – sharable  A particular moment in time  Supported by mainstream media  Public support/outrage  Follows the news cycle  Fair-weather friends
  6. 6. Online Conversion the Obama effect
  7. 7. 500 tests over the campaign Overall 49% increase in conversion on donation page 161% up increase in email sign
  8. 8. Biggest factor to conversion  Faster page loadings! 14% increase in conversion
  9. 9. Get specific – make it clear
  10. 10. Putting the donor in the picture
  11. 11. Donation page
  12. 12. 5% increase
  13. 13. How are Greenpeace testing these things?
  14. 14. Tax Appeal results Tested landing pages Return form Ask letter Language – more direct Suggested amounts – per segment
  15. 15. Control donation landing page
  16. 16. Test A landing page
  17. 17. Test B Landing page
  18. 18. Results – conversion to donation % change to control Control Test A Test B % Conversion - -3.2% +5.0% Avg Gift -18.3% +21.9% - After 1 week……
  19. 19. Direct Mail test on gift amount
  20. 20. Test DM cash gift ask x 2 latest gift Segment RR % change Income % Change Avg Gift % Change TEST: Cash - <12mths - $5-$499 – 50+ or unknown -7.3 16.8 25.4 TEST: Cash – 13-24mths - $5-$499 – 50+ or unknown -1.8 40.8 43.3 -20.9 5.9 14.8 TEST: Active RG – Signup more than 9mths ago - $5-$499 – 50+ or unknown Higher ask (x2) or last gift When looking at existing RG – impact was less and opt out spiked
  21. 21. Donation Form DONATE FORM - TIGER APPEAL Old template - 21.4% conversion https://www.greenpeace.org.au/secure/appeal/end-of-year-2013/ New template - 21.7% conversion https://www.greenpeace.org.au/appeal/end-of-year-2013/  This test is still running and more data is needed to find a clear winner. At the moment it seems like the new style design doesn't convert significantly better than our current template. We intend to run more tests on these designs this year to increase conversion.
  22. 22. Old template 21.4% conversion
  23. 23. New template 21.7% conversion
  24. 24. But not everything new is better SHARKFINNING PETITION Old template - 77.4% conversion https://www.greenpeace.org.au/action/?cid=56 New template - 72.8% conversion https://www.greenpeace.org.au/action/?cid=49
  25. 25. 1. Our old template is the clear winner. It converts 4.6% better. In real terms, the old template would have given us around 1,000 extra signatures on the petition had we used it from the start. 2. The mandatory opt in did not suppress conversion significantly. We still have around the same number of conversions regardless of the opt in style. This means the mandatory proposition should increase new leads generated from our cyber-actions without compromising overall petition numbers. In conclusion, the old style template converts better. However, the design itself looks ugly and feels dated. We intend to rebuild this design to make it look more modern and up to date and then re-test.
  26. 26. New template – 72.8% conversion Old template - 77.4% conversion
  27. 27. Next Steps  Load times  More testing – more adventurous  Text  Pictures  Timing  Save payment info – for easier repeat  User Testing – not volunteers, or GP family
  28. 28. System factors Email system – manage fast turn around and workflow management Continue to use Optimisely Database interaction Improved reporting
  29. 29. Thank you Question?

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