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How Your Online Fundraising Stacks Up With 152 Canadian Charities – Brady Josephson, NextAfter

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We wanted to see what the current ‘best practices’ were in Canada when it came to online fundraising so we signed up for email and gave to 152 charities tracking the user experience and communications along the way.

The results will shine a light on where organizations are at today, the gap between best practices and what is actually happening, and the areas of opportunity when it comes to digital marketing with a focus on four key areas:

1. Email Signup
2. Email Communication
3. Online Donation Experience
4. Gift Acknowledgement

In this session, you will learn what other organizations from across the country are doing — well and not so well — and what you can be doing to accelerate your online fundraising. From email communications, to landing page design, to donation page gift arrays, you’ll get tons of research backed tips and insights in this jam packed presentation.

Vice President of Innovation and Optimization at NextAfter
LinkedIn: https://www.linkedin.com/in/bradyjosephson/
Brady is a charity nerd, entrepreneur, digital marketer, professor, and writer. He’s the Vice President of Innovation and Optimization at NextAfter — a fundraising research lab and consultancy on a mission to unleash the most generous generation in the history of the world.

Brady works with nonprofits, thought leaders, and philanthropic partners to develop research and create content that can help organizations reach more people, acquire more donors, and generate more dollars to fund their world-changing work.

Brady lives just outside Vancouver, British Columbia, Canada with his wife Liz, dog Melly, and cat Thor.

Published in: Government & Nonprofit
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How Your Online Fundraising Stacks Up With 152 Canadian Charities – Brady Josephson, NextAfter

  1. 1. THANK YOU!DO YOU LIKE GETTING GIFTS?
  2. 2. 152 ORGANIZATIONS. 921 WEB PAGES. 1,234 EMAILS. 3 KEY AREAS. 1 STUDY. Started January 15, 2018. Data collection ended June 1, 2018.
  3. 3. WHO ARE WE? WHY DO THIS STUDY?
  4. 4. Combines the perpetual learning of a marketing and fundraising Research Lab with the practical application of a Consultancy. To help nonprofits reach more people, acquire more donors, and generate more dollars to fund their world-changing work. FORENSIC RESEARCH APPLIED RESEARCH 1100+ Fundraising Experiments • 198 million donor interactions • 2.3 million conversions 250+ Emails • Subject Lines • Copy • Design 300+ Donation Pages • General Donation Pages • Instant Donation Pages • Campaign Donation Pages 175+ Advertising • Facebook Ads • Google AdWords • On-Site Pop-ups 150+ Landing Pages • Email Signups • Online Courses • Petitions/Pledges Some Research Partners
  5. 5. Combines the perpetual learning of a marketing and fundraising Research Lab with the practical application of a Consultancy. To help nonprofits reach more people, acquire more donors, and generate more dollars to fund their world-changing work. RESOURCES COURSES TOOLS
  6. 6. THE RESEARCH PROCESS.
  7. 7. WHO IS IN THE STUDY?
  8. 8. Organizations by Type 0 10 20 30 40 50 60 Welfare Health Religion Benefits to Community Education Other
  9. 9. Organizations by Size 0 10 20 30 40 50 60 70 80 90 $50M+ $10M to $50M $5M to $10M $1M to $5M Less Than $1M
  10. 10. Organizations by Province
  11. 11. HOW DID WE SCORE IT?
  12. 12. Three Key Online Fundraising Areas
  13. 13. Three Key Online Fundraising Areas
  14. 14. Three Key Online Fundraising Areas
  15. 15. WHY SO MUCH FOCUS ON EMAIL?
  16. 16. An Association
  17. 17. A Faith Based Organization
  18. 18. An Education Organization
  19. 19. An Advocacy Organization
  20. 20. THE SIZE AND QUALITY OF YOUR EMAIL LIST IS THE MOST IMPORTANT FACTOR THAT WILL INFLUENCE YOUR ABILITY TO RAISE MONEY ONLINE.
  21. 21. AND IT’S NOT JUST ABOUT MONEY ONLINE.
  22. 22. $148 $159 $301 $494 $- $100 $200 $300 $400 $500 $600 Online Only Offline Only Offline w/ Valid Email Multichannel Source: Provided constituent and transaction data for 2015-2016 (excluding corporate and and $10k+HPC donors) Average Revenue Per Donor by Cohort Just adding email communication increases value 90%
  23. 23. WHAT ARE THE KEY FRAMEWORKS NEEDED TO UNDERSTAND THE STUDY?
  24. 24. Three Key Online Fundraising Areas
  25. 25. Email Signup Email Envelope and Body Optimizing Each Micro-Decision Dec (mi) Decision (mi) Decision (mi) Decision (mi) Decision Donation Page and Process (mi) Yes
  26. 26. Email Signup Email Envelope and Body Optimizing Each Micro-Decision Dec (mi) Decision (mi) Decision (mi) Decision (mi) Decision Donation Page and Process Value Cost (mi) Yes
  27. 27. Email Signup Email Envelope and Body Optimizing Each Micro-Decision Dec (mi) Decision (mi) Decision (mi) Decision (mi) Decision Donation Page and Process Dec (mi) Decision (mi) Decision (mi) Decision Cost Value (mi) Yes
  28. 28. VALUE COST Email Signup Email Envelope and Body Optimizing Each Micro-Decision Dec (mi) Decision (mi) Decision (mi) Decision (mi) Decision Donation Page and Process Dec (mi) Decision (mi) Decision (mi) Decision Cost Value (mi) Yes
  29. 29. VALUE COST CONVERSION MOTIVATION VALUE PROPOSITION (CLARITY) INCENTIVE FRICTION ANXIETY
  30. 30. VALUE COST CONVERSION MOTIVATION VALUE PROPOSITION (CLARITY) INCENTIVE FRICTION ANXIETY
  31. 31. VALUE PROPOSITION: An answer to one critical question: “If I am your ideal supporter, why should I donate to you rather than another organization (or at all)?”
  32. 32. Appeal 0- No Interest 1- Possible Interest 2- High Interest Exclusivity 0- Anywhere Else 1- Somewhere Else 2- Nowhere Else How to Rate A Value Proposition How bad do they want what you’re offering?
  33. 33. Appeal 0- No Interest 1- Possible Interest 2- High Interest Exclusivity 0- Anywhere Else 1- Somewhere Else 2- Nowhere Else How to Rate A Value Proposition How bad do they wantto supportwhat you’re offering?
  34. 34. How to Rate A Value Proposition How quickly and clearly do they understand your offering? Clarity 0- Takes 4+ seconds to understand 1- Takes 1-3 seconds to understand 2- Understand it instantly
  35. 35. How to Rate A Value Proposition How likely will they believe what you’re claiming? Believability 0- Unbelievable 1- Somewhat believable 2- Easily believable Trustworthiness 0- Questionable, sketchy 1- Comparably OK 2- Feels safe
  36. 36. Scoring Three key areas - 66 points • Email Signup – 17 points • Fundraising Email – 23 points • Online Giving Experience (with gift acknowledgement) – 26 points (4)
  37. 37. SO JUST COPY ALL OF THE GOOD STUFF RIGHT?
  38. 38. DATA INSIGHTS PROOF
  39. 39. DATA INSIGHTS PROOF TESTING
  40. 40. THE STUDY.
  41. 41. OVERALL RESULTS.
  42. 42. Overall Grade Distribution 100 40 10 2 0 0 20 40 60 80 100 120 F D C B A
  43. 43. WHA-WHA.
  44. 44. Curved Grade Distribution 5 74 49 22 2 0 10 20 30 40 50 60 70 80 F D C B A
  45. 45. Overall Grade by Charity Type 78% 78% 81% 77% 72% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Welfare Health Religion Benefits to Community Education Other
  46. 46. Overall Grades by Area 0 1 36 6 6 15 10 1014 23 28 117 112 105 0 20 40 60 80 100 120 140 Email Signup Fundraising Emails Online Giving Experience A B C D F
  47. 47. EMAIL SIGNUP.
  48. 48. Curved Grades for Email Signup 6 38 56 38 14 0 10 20 30 40 50 60 F D C B A
  49. 49. Average Overall Score for Email Signup 51% 50% 54% 51% 51% 38% 0% 10% 20% 30% 40% 50% 60% Welfare Health Religion Benefits to Community Education Other
  50. 50. WHAT WERE THE RESULTS?
  51. 51. Average Desire Not Appealing 59%Somewhat Appealing 35% Very Appealing 6%
  52. 52. Average Exclusivity Can get it anywhere 62% Somewhat exclusve 30% Not available anywhere else 8%
  53. 53. Was More Than One Sentence Used to Communicate the Value Proposition? No 68% Yes 32%
  54. 54. “An email newsletter! Wow! Where do I sign up!”
  55. 55. WHAT ARE SOME EXAMPLES?
  56. 56. Some Good
  57. 57. Some Good
  58. 58. Some Good
  59. 59. Some Good
  60. 60. Some Good
  61. 61. Some Good
  62. 62. Some Not So Good
  63. 63. Some Not So Good
  64. 64. Some Not So Good
  65. 65. Some Not So Good
  66. 66. SOME OFFER IS BETTER THAN NO OFFER.
  67. 67. WHAT ARE SOME EXPERIMENTS?
  68. 68. Experiment ID:#8489 CONTROL TREATMENT 27.9% In Conversion Rate
  69. 69. Experiment ID: #8546 TREATMENT CONTROL 47.2% In Conversion Rate
  70. 70. Experiment ID: #6266 •Original article template used on IllinoisPolicy.org •Contained one link in footer to sign up for newsletter. Control
  71. 71. Experiment ID: #6266 Treatment 1 (Inline) Treatment 2 (Slide Out)
  72. 72. Experiment ID: #6266 Control Treatment 1 (Inline) Treatment 2 (Slide Out) 470.2% In Emails Acquired 350.1% In Emails Acquired
  73. 73. IS IT ALL ABOUT THE VALUE PROPOSITION?
  74. 74. FRICTION IS A CHOICE!
  75. 75. EAMIL SIGNUP RESOURCES.
  76. 76. A New Model for Email Acquisition We recently launched a full online course . . . • Based upon learnings from over 300 tests on email acquisition using Facebook • We created benchmarks using over 50 different email acquisition campaigns • 11 unique modules of content ranging from offer creation and acquisition page layout to key metrics and troubleshooting
  77. 77. COURSES.NEXTAFTER.COM
  78. 78. FUNDRAISING EMAILS.
  79. 79. How Many Organizations Sent an Appeal? Did not send an appeal 58% Sent an appeal 42%
  80. 80. Send an Appeal or Not By Type 30 22 18 12 5 1 27 9 11 13 3 1 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Welfare Health Religion Benefits to Community Education Other Did NOT send appeal Did Send Appeal
  81. 81. Curved Grade for Fundraising Emails 94 12 24 20 2 0 10 20 30 40 50 60 70 80 90 100 F D C B A
  82. 82. Average Overall Score for Fundraising Emails 60% 63% 67% 62% 49% 74% 0% 10% 20% 30% 40% 50% 60% 70% 80% Welfare Health Religion Benefits to Community Education Other
  83. 83. Time Until Solicitation 5 7 8 11 16 17 0 2 4 6 8 10 12 14 16 18 Immediately 1 week 2 weeks 3 - 4 weeks 1-2 Months 3+ Months
  84. 84. Appeal Score Percentage by Time Sent 0% 10% 20% 30% 40% 50% 60% 70% Immediately 1 week 2 weeks 3 - 4 weeks 1-2 Months 3+ Months
  85. 85. WHAT WERE THE RESULTS? CAN I SEE SOME EXPERIMENTS TOO?
  86. 86. Type of Email Sender Organization 77% Individual 23%
  87. 87. Experiment ID:#8010 CONTROL TREATMENT 27.5% In Open Rate
  88. 88. If An Ask Is Made, Is It Clear What Your Donation Will Be Used For? Yes 61% No 39%
  89. 89. Experiment ID:#6186 CONTROL TREATMENT
  90. 90. TREATMENT Experiment ID:#6186 CONTROL 246% In Conversion Rate 67% In Click Rate 209% In Revenue
  91. 91. THE GOAL ISN’T CLICKS. IT’S DONATIONS.
  92. 92. Does the Email Look Like a Personal Solicitation? No 97% Yes 3%
  93. 93. Experiment #4174 CONTROL TREATMENT 80.3% IN CLICKS 112.5% IN DONATIONS
  94. 94. Experiment #4171 CONTROL TREATMENT 145.5% IN DONATIONS
  95. 95. Look Closer CONTROL TREATMENT • Logo placement reduced
  96. 96. Look Closer CONTROL TREATMENT • Call to action button moved to text/link
  97. 97. Look Closer CONTROL TREATMENT • More personal and relevant salutation
  98. 98. Look Closer CONTROL TREATMENT • More human sounding introduction to the campaign
  99. 99. Look Closer CONTROL TREATMENT • Logo placement reduced • Call to action button moved to text/link • More personal and relevant salutation • More human sounding introduction to the campaign 145.5% IN DONATIONS
  100. 100. PEOPLE GIVE TO PEOPLE. NOT EMAIL MARKETING MACHINES.
  101. 101. WHAT ARE SOME EXAMPLES?
  102. 102. Some Good
  103. 103. Some Good
  104. 104. Some Good
  105. 105. Some Good
  106. 106. Some Good
  107. 107. Some Good
  108. 108. Some Good
  109. 109. Some Good
  110. 110. Some Good
  111. 111. Some Good
  112. 112. Some Good
  113. 113. Some Good
  114. 114. Some Good
  115. 115. Some Good
  116. 116. Some Good
  117. 117. Some Good
  118. 118. Some Good
  119. 119. Some Good
  120. 120. Some Not So Good
  121. 121. Some Not So Good
  122. 122. Some Not So Good
  123. 123. Some Not So Good
  124. 124. Some Not So Good
  125. 125. Some Not So Good
  126. 126. Some Not So Good
  127. 127. Some Not So Good
  128. 128. Some Not So Good
  129. 129. Some Not So Good
  130. 130. Some Not So Good
  131. 131. Some Not So Good
  132. 132. Some Not So Good
  133. 133. Some Not So Good
  134. 134. Some Not So Good
  135. 135. Some Not So Good
  136. 136. Some Not So Good
  137. 137. Some Not So Good
  138. 138. SOME EMAIL FUNDRAISING RESOURCES.
  139. 139. COURSES.NEXTAFTER.COM
  140. 140. COURSES.NEXTAFTER.COM
  141. 141. ONLINE GIVING EXPERIENCE.
  142. 142. Online Giving Experience Grades 105 28 10 6 3 0 20 40 60 80 100 120 F D C B A
  143. 143. Curved Online Giving Experience Grades 11 38 57 31 16 0 10 20 30 40 50 60 F D C B A
  144. 144. Online Giving Experience Scores by Type 54% 53% 54% 54% 46% 38% 0% 10% 20% 30% 40% 50% 60% Welfare Health Religion Benefits to Community Education Other
  145. 145. WHAT WERE THE RESULTS? WHAT ARE SOME EXPERIMENTS?
  146. 146. Does The Landing Page Convey A Strong Value Proposition? 61 63 29 0 10 20 30 40 50 60 70 No Kind Of Yes
  147. 147. Is There More Than One Sentence on the Donation Page? No 36% Yes 64%
  148. 148. Does The Landing Page Convey A Sense Of Urgency? 105 39 9 0 20 40 60 80 100 120 No Kind Of Yes
  149. 149. Is There An Incentive Tied To The Call-to-action? No 73% Yes 27%
  150. 150. Experiment CONTROL TREATMENT 150% In Donations
  151. 151. Experiment CONTROL TREATMENT 148.4% In Donations
  152. 152. Experiment From This To This 68.1% In Donations
  153. 153. Are There Buttons, Menus, Or Other Navigational Elements Present On The Landing Page? Yes 75% No 25%
  154. 154. Are There Multiple (Different) Calls-to-action Present On The Landing Page? No 54% Yes 46%
  155. 155. Are Gift Array Buttons Useful (not radio)? No 51% Yes 49%
  156. 156. How Many Pages (Besidesthe Landing Page) Does It Take to Complete Your Donation? 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 1 2 3 4 5 6
  157. 157. Experiment #4171 CONTROL TREATMENT 20.2% IN CONERSION RATE
  158. 158. More Experiments From This To This 195% In Donations
  159. 159. Experiment CONTROL TREATMENT 63.1% In Donations
  160. 160. Experiment 176% In Donations Straight to Thank You Page CONTROL TREATMENT
  161. 161. Is There The Presence Of Credible Third-party Endorsements? No 69% Yes 31%
  162. 162. Do They Have Their Charitable Registration Number On The Donation Page? No 39% Yes 61%
  163. 163. Some Good
  164. 164. Some Good
  165. 165. Some Good
  166. 166. Some Good
  167. 167. Some Good
  168. 168. Some Good
  169. 169. Some Good
  170. 170. Some Good
  171. 171. Some Good
  172. 172. Some Good
  173. 173. Some Good
  174. 174. Some Good
  175. 175. Some Good
  176. 176. Some Good
  177. 177. Some Good
  178. 178. Some Good
  179. 179. Some Good
  180. 180. Some Good
  181. 181. Some Good
  182. 182. Some Not So Good
  183. 183. Some Not So Good
  184. 184. Some Not So Good
  185. 185. Some Not So Good- Whiplash
  186. 186. Some Not So Good–Decision Friction
  187. 187. Some Not So Good–Decision Friction
  188. 188. Some Not So Good
  189. 189. Some Not So Good
  190. 190. SOME DONATION PAGE RESOURCES.
  191. 191. COURSES.NEXTAFTER.COM
  192. 192. GO DEEPER.
  193. 193. BRADY@NEXTAFTER.COM @BRADYJOSEPHSON NEXTAFTER.COM bit.ly/canadianscoreca

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