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A Proven Formula To Optimize Your Nonprofit Fundraising Email Campaigns

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Email campaigns are an affordable way to convert and retain supporters. But how do you compete with the many emails, Facebook posts and tweets vying for their attention? Using real life examples, Tim Kachuriak, fundraising optimization expert, will show you why you need to challenge conventional wisdom to achieve better results. Attend this webinar to learn:

- Easy methods to increase email open and click through rates
- 3 key ways to optimize your landing page to increase conversion rates
- How to improve results by becoming an Omni-Channel Fundraising ™ organization

Published in: Marketing, Technology, Business
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A Proven Formula To Optimize Your Nonprofit Fundraising Email Campaigns

  1. 1. A PROVEN FORMULA TO OPTIMIZE (AND REVOLUTIONIZE) YOUR EMAIL CAMPAIGNS
  2. 2. Which Email Performed Best? (1) (2) (3)
  3. 3. Are Best Practices Enough? -52% -19% -34%
  4. 4. MECLABS is the largest optimization institution in the world. Copyright © MECLABS
  5. 5. 1,500+ major experiments Over 1 billion emails tested 10,000 sales-paths tested 500,000 “decision-maker” interviews 5 million phone calls 100+ conferences/clinics Copyright © MECLABS
  6. 6. Fundamental Theory 7
  7. 7. Email Messaging Theory F Key Principles 1. Email is a relational medium. People do not buy from emails, people buy from people. We must conceptualize an email as part of a sequenced conversation containing a series of micro-yes(es) leading to an ultimate macro yes. Copyright © MECLABS
  8. 8. Email Messaging Theory 2. The funnel analogy distorts reality. People are not falling into your funnel, they are falling out. The funnel must be inverted. 3. People don’t travel down the center of the funnel. People are climbing up the sides. Copyright © MECLABS g = 9.81 m/s2 1. The funnel is often presented as one potentially useful analogy for marketing. It is in fact, the primary analogy. All marketing should influence a decision.
  9. 9. Email Messaging Theory (Ma)YES (Mi)YES Donation Experience (Mi)YES (Mi)YES Landing Page (Mi)YES (Mi)YES Email (Mi)YES Y
  10. 10. Email Messaging Theory F Key Principles 1. Email is a relational medium. People do not buy from emails, people buy from people. We must conceptualize an email as part of a sequenced conversation containing a series of micro-yes(es) leading to an ultimate macro yes. 2. The essence of marketing is the message. You cannot control a prospect, but you can control the message. And it is the message that attracts the prospect towards the macro-yes. Copyright © MECLABS
  11. 11. Email Messaging Theory (Ma)YES (Mi)YES Donation Experience (Mi)YES Landing Page (Mi)YES (Mi)YES Email Copyright © MECLABS (Mi)YES The Message (Mi)YES Y
  12. 12. Email Messaging Theory F Key Principles 1. Email is a relational medium. People do not buy from emails, people buy from people. We must conceptualize an email as part of a sequenced conversation containing a series of micro-yes(es) leading to an ultimate macro yes. 2. The essence of marketing is the message. You cannot control a prospect, but you can control the message. And it is the message that attracts the prospect towards the macroyes. 3. The essence of the message is the value proposition. At each stage of the conversation, you are attempting to optimize the message in such a way as to tip the balance of cognitive perception from negative (cost) to positive (value). Copyright © MECLABS
  13. 13. Email Messaging Theory Value Force Cost Force VfAc - CfAc = Nf Copyright © MECLABS
  14. 14. Email Messaging Theory (Ma)YES Cost Force (Mi)YES (Mi)YES (Mi)YES Copyright © MECLABS Value Proposition (Mi)YES The Message (Mi)YES Value Proposition Value Force Y
  15. 15. Email Messaging Theory (Ma)YES Cost Force Value Force (Mi)YES (Mi)YES Copyright © MECLABS The Message (Mi)YES Value Proposition (Mi)YES Value Proposition (Mi)YES Y
  16. 16. PRECEPT #1 “BEST PRACTICES ARE NOT ENOUGH, YOU NEED A RIGOROUS METHODOLOGY.”
  17. 17. Optimization Methodology eme = rv(of + i) – (f + a) © eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright © MECLABS
  18. 18. Optimization Methodology eme = rv(of + i) – (f + a) © Value Factors (of + i) Inhibitors (f + a) Relevance (rv) Offer (of) Incentive (i) Friction (f) Anxiety (a) Copyright © MECLABS
  19. 19. Optimizing Email Appeals Version A - Control Version B - Test 139% Increase in Clickthrough Rate 42% Increase in Revenue
  20. 20. Optimizing Email Appeals Version A - Control Version B - Test 257% Increase in Clickthrough Rate
  21. 21. Optimizing Email Appeals Version A - Test 118% Increase in Donations 50% Increase in Petition Signers Version B - Control
  22. 22. Optimizing Email Appeals Version A - Control Version B - Test 369% Increase in Clickthrough Rate 121% Increase in Revenue
  23. 23. PRECEPT #2 “OPTIMIZATION DOESN’T HAPPEN ON THE PAGE, IT HAPPENS IN THE MIND.”
  24. 24. Email Messaging Sequence ec < op < ct < lp© ec = email capture op = open ct = clickthrough lp = landing page Copyright © MECLABS
  25. 25. Optimizing Email Thought Sequences ec < op < ct < lp eme = rv(of + i) – (f + a) eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright © MECLABS
  26. 26. OPTIMIZING EMAIL CAPTURE EC < OP < CT < LP Copyright © MECLABS
  27. 27. Optimizing Email Capture ec < op < ct < lp eme = rv(of + i) – (f + a) eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright © MECLABS
  28. 28. Marketing Experiments Email Value Proposition Assessment Copyright © MECLABS
  29. 29. Marketing Experiments Email Value Proposition Assessment Copyright © MECLABS
  30. 30. Marketing Experiments Email Value Proposition Assessment Copyright © MECLABS
  31. 31. Tipping the Value Exchange Value of Contact Info Value of Offer
  32. 32. Optimizing Email Capture
  33. 33. Optimizing Email Capture
  34. 34. Optimizing Email Capture
  35. 35. Optimizing Email Capture
  36. 36. Optimizing Email Capture eme = rv(of + i) – (f + a) © eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright © MECLABS
  37. 37. Optimizing Email Registration Version A - Control Version B - Test 42% Increase in Registration Rate
  38. 38. Reducing the Cost Force What is the cost of submitting an email to this form?
  39. 39. Reducing the Cost Force Nature of Information Cost Scale Low Cost Name Email Phone Number Company Title Address Social Security # High Cost
  40. 40. Reducing Cost Force Not this But this
  41. 41. Reducing Cost Force Not this But this
  42. 42. Reducing Cost Force Not this But this
  43. 43. OPTIMIZING OPEN AND CLICKTHROUGH EC < OP < CT < LP Copyright © MECLABS
  44. 44. Optimizing Email Opens ec < op < ct < lp eme = rv(of + i) – (f + a) eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright © MECLABS
  45. 45. Improving Email Open Focus on Envelope: – The “To” Line – The “From” Line – The “Subject” Line
  46. 46. Optimizing Email Clickthrough ec < op < ct < lp eme = rv(of + i) – (f + a) eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright © MECLABS Copyright 2011 MECLABS
  47. 47. Improving Clickthrough Rates Focus on Email Message: – – – – – – – – Know the goal Internal Subject line Personalized Salutation Headline Value Proposition Call-to-Action Testimonials Relevance is the multiplier
  48. 48. Relevance Internal Relevance: – – – – – – Personal interests Demographics Personality Communication Styles Level of Engagement Donor Lifecycle External Relevance: • • • • • • Seasonality Special Events News Limited Time Offers Holidays Weather
  49. 49. February 1, 2011
  50. 50. Using External Relevance
  51. 51. Using External Relevance
  52. 52. Optimizing Email Appeals eme = rv(of + i) – (f + a) © eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright © MECLABS
  53. 53. Optimizing Email Appeals Version A - Control Version B - Test 139% Increase in Clickthrough Rate 42% Increase in Revenue
  54. 54. Optimizing Email Appeals Original Optimized 139% Increase in Clickthrough 42% Increase in Revenue
  55. 55. Optimizing Email Appeals Version A - Test 118% Increase in Donations 50% Increase in Petition Signers Version B - Control
  56. 56. Optimizing Email Appeals Version A - Control Version B - Test 369% Increase in Clickthrough Rate 121% Increase in Revenue
  57. 57. OPTIMIZING LANDING PAGES EC < OP < CT < LP Copyright © MECLABS
  58. 58. How Do We Measure Success? Conversion Rate: – Total number of goal completions / Total Unique Visits – A measure of the effectiveness of complete thought sequence – NPO Avg: 2.72%
  59. 59. Optimizing Landing Pages Focus on the Offer: – The Ask (Offer) is the impact that is promised in exchange for a donation Focus on the Incentive: – An Incentive is an appealing element introduced on the landing page to achieve the desired action Focus on Eliminating Friction: – Friction is anything that causes psychological resistance to a given element on a web page
  60. 60. Top Offender: Online Giving Workflow
  61. 61. Top Offender: Online Giving Workflow Click Count: 1
  62. 62. Top Offender: Online Giving Workflow
  63. 63. Top Offender: Online Giving Workflow Click Count: 2
  64. 64. Top Offender: Online Giving Workflow Click Count: 3
  65. 65. Top Offender: Online Giving Workflow Click Count: 4
  66. 66. Top Offender: Online Giving Workflow Click Count: 5
  67. 67. Top Offender: Online Giving Workflow Click Count: 6
  68. 68. Top Offender: Online Giving Workflow Click Count: 7
  69. 69. Top Offender: Online Giving Workflow Click Count: 8
  70. 70. Top Offender: Online Giving Workflow Click Count: 9
  71. 71. Top Offender: Online Giving Workflow Click Count: 10
  72. 72. Top Offender: Online Giving Workflow
  73. 73. Optimized Online Giving Experience
  74. 74. Optimized Online Giving Experience
  75. 75. Optimized Online Giving Experience
  76. 76. Optimized Online Giving Experience
  77. 77. Optimizing Landing Pages eme = rv(of + i) – (f + a) © eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright © MECLABS
  78. 78. Version A Version B 137.8% Increase in Donor Conversion
  79. 79. Version A Version B 67% Increase in Donor Conversion
  80. 80. Version A 74% Increase in Donor Conversion 274% Increase in Revenue Version B
  81. 81. PRECEPT #3 “TESTING TRUMPS MARKETING INTUITION.”
  82. 82. Testing Against Best Practices
  83. 83. Testing Against Best Practices
  84. 84. Testing Against Best Practices
  85. 85. Testing Against Best Practices
  86. 86. The “One Thing” “Adequacy is the Enemy of Excellence”
  87. 87. Three Key Principles 1. Best Practices Are Not Enough– You Need a Rigorous Methodology. 2. Optimization Doesn’t Happen On The Page, It Happens In The Mind. 3. Testing Trumps Best Practices.
  88. 88. Thank You! Tim Kachuriak Tim@Kimbia.com @DigitalDonor linkedin.com/in/TimKachuriak Blog: www.DigitalDonor.com

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