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DMFA Brown Bag May 2016

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30 Techniques Tips & Tricks

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DMFA Brown Bag May 2016

  1. 1. 2 THANK YOU! F O R H O S T I N G U S F O R P R O V I D I N G L U N C H
  2. 2. 3 TODAY’S TOPIC: [30 DIRECT RESPONSE TECHNIQUES, TIPS AND TESTS YOU SHOULD TRY!] M O D E R A T O R Amy Sukol, CFRE, Executive VP, Lautman Maska Neill & Company P R E S E N T E R S Marie Dullea-Prentice, Senior VP, ABD Direct Tiffany Reed, Account Director, Mal Warwick DonorDigital Jamie Natelson, Senior VP, IDM Lynn Waller, VP Client Services, CCAH
  3. 3. HOW TO TEST? (TECHNIQUES 1-5) • Define your goal BEFORE you test • Test one thing at a time • Split data proportionally and randomly • Ensure there is enough quantity (and gifts) • Wait long enough for a conclusion L A U T M A N D C . C O M @ L A U T M A N D C 5
  4. 4. WHY TEST? • To Move the needle based on program goals • To Build on what’s working, change what isn’t • To Stay one step ahead of your peers • Because Testing is FUN-damental! 6L A U T M A N D C . C O M @ L A U T M A N D C
  5. 5. PLUS! • WHEN to test? As often as possible! • WHERE to test? Try and test at least one variable in every campaign • WHAT to test? Tests aren’t limited to just Package A vs. Package B • Creative/Design elements • Ask Strings • Timing • Segmentation • Lists (80/20 rule) 7L A U T M A N D C . C O M @ L A U T M A N D C
  6. 6. 8 PROS & CONS OF DIGITAL TESTING P R O S Digital testing let’s you implement winning strategies right away so you can maximize your results! • Just make sure you are using the right metric to determine a winner C O N S Digital donors are fickle! • Tests often have short shelf life online, so test, test and retest! • Pay attention to your inbox and spot trends 8L A U T M A N D C . C O M @ L A U T M A N D C
  7. 7. TARGET LAPSED DONORS IN YOUR ACQUISITION WITH A FOLLOW UP EMAIL Personalize the message to their current status as lapsed and ask them to rejoin with the mailing they recently received or immediately via this email. A B D D I R E C T. C O M @ A B F U N 10
  8. 8. AUDIT YOUR MERGE INSTRUCTIONS Check your omits and suppression files and make sure that you’re not leaving names on the table. Your merge should be a living, breathing beast that reflects your file at the moment the mailing goes out. Don’t reuse old instructions without carefully vetting them first. A B D D I R E C T. C O M @ A B F U N 11
  9. 9. RECOGNIZE LOYALTY Use a Johnson Box, Post It or handwritten margin note to call out your donors’ commitment, citing their years of membership or prior support to a particular fund or program. A B D D I R E C T. C O M @ A B F U N 12
  10. 10. MAKE IT PERSONAL Personalizing teasers on your carrier or extra call-outs on the letter can lift response and pay for the extra expense, and then some. A B D D I R E C T. C O M @ A B F U N 13
  11. 11. BEWARE THE FRANKENCOPY Years of minor updates can create major holes in your copy. Take time to read your control letters with the fresh eye, and give them the holistic, well thought out refresh your workhorse deserves. A B D D I R E C T. C O M @ A B F U N 14
  12. 12. 16 LIGHTBOX ASK STRING TEST C O N T R O L T E S T [ W I N N E R ] -93.42% Click Rate +985.15% Form Completion Rate +47.96% Avg. Gift Size +19.5% Total Revenue M A LW A RW I C K . C O M @ M A LW A RW I C K A S S O C
  13. 13. 17 SAD V. HAPPY CHILDREN T E S T [ W I N N E R ]C O N T R O L • 725% revenue increase • 67% higher average gift • 392% increase in conversions M A LW A RW I C K . C O M @ M A LW A RW I C K A S S O C
  14. 14. 18 DOUBLE HONOREE CARDS C O N T R O L 1 C A R D T E S T 2 C A R D S Response Rate stayed exactly the same but average gift increased by 23% and net revenue increased by 35%. M A LW A RW I C K . C O M @ M A LW A RW I C K A S S O C
  15. 15. 19 LOWER ASK STRING IN ACQUISITION C O N T R O L $25, $35, $50, my best gift T E S T $18, $25, $35, my best gift Tested to over a million prospects over 3 acquisition efforts across 8 months Results stayed consistent – seasonality had no affect Overall AG went down $5, but stayed well above $20 (large enough to qualify new donors for appeals) Boosted response rate by 20%! M A LW A RW I C K . C O M @ M A LW A RW I C K A S S O C
  16. 16. 20 STAMP ON SRE THAT REFLECTS MESSAGE C O N T R O L : N O N - S T A M P E D R A E RR increased by 23% & Net revenue increased by 18% T E S T : C U S T O M M O N K E Y S T A M P S M A LW A RW I C K . C O M @ M A LW A RW I C K A S S O C
  17. 17. VARY CONTROL PACKAGE CARRIERS IN ACQUISITION I D M - D C . C O M @ I D M _ D C
  18. 18. FRONT BACK BOTH TEST TEASER PLACEMENT I D M - D C . C O M @ I D M _ D C 23
  19. 19. 24 WATCH TEST WINNER PERFORMANCE M U L T I – R E N E W A L V E R I S O N M U L T I – T R A D I T I O N A L V E R I S O N I D M - D C . C O M @ I D M _ D C
  20. 20. 25 WORK WITH MORE THAN ONE TM FIRM I D M - D C . C O M @ I D M _ D C
  21. 21.  Maryland Food Bank raises over 10% of its direct mail budget.  League of Women increased direct mail revenue by 4% with just four mailings a year. MAIL PEOPLE WHO GIVE $1,000-$9,999.99 26I D M - D C . C O M @ I D M _ D C
  22. 22. THINK OUTSIDE THE RFM BOX • 34% of all New Sustainer Revenue • Broke even in less than 9 months • Significant impact on bottom line - upgrades 28C C A H . C O M @ C C H A D i r e c t
  23. 23. DONOR ENGAGEMENT • Adding an engagement opportunity into direct response effort TM, DM, Online can significantly increase response. • In one test the addition of a petition increased response in the R1 by 13% the control without an engagement. • We have seen the addition of a survey to the R1 increase response between 15%- 20%. C C A H . C O M @ C C H A D i r e c t 29
  24. 24. AUTO CALL • For one client an auto call from the President of the organization boosted response in the R5 (member card remail) by 52% and average gift by $4. • Another client saw a 30% lift in response on their R1. • Deep lapsed donors can also benefit from a pre- call – one client saw a 30% increase in lapsed re- engagement with the addition of an auto call. C C A H . C O M @ C C H A D i r e c t 30
  25. 25. MULTI-CHANNEL CONVERSION VIA TM • Multi-Channel donors bring in 65% more gifts and 85% more revenue • New Member Retention 15% Higher • Current Donor Retention 33% Higher • Average Gifts are 30% Higher • Response Rates 50% Higher Online Only Donors: • 7.2% response / $77 Avg Gift • $25.92 Net/donor TM + Online Donors: • 17% Response Rate / $71 Avg Gift • $44 Net/donor C C A H . C O M @ C C H A D i r e c t 31
  26. 26. IT’S ALL ABOUT THE RELATIONSHIP Date of Last Gift Survey Responder Election Year Donor Interest Codes Petition Signer • Noting in letter copy the last time the donor gave, and the amount, boosted response for one client by 25-30%. • Specifically for those that had not given in 7 months. C C A H . C O M @ C C H A D i r e c t 32
  27. 27. 34 REMIND THEM TO RENEW C O N T R O L T E S T L A U T M A N D C . C O M @ L A U T M A N D C 34 Saying “renew” to donors who hadn’t made a gift yet resulted in 341 more gifts (32%) and nearly $12,000 more revenue (37%)
  28. 28. 35 TEST SENDERS O R G A N I Z A T I O N A L V S . P E R S O N A L L A U T M A N D C . C O M @ L A U T M A N D C 35 “Personal” sender name had a 12% higher open rate!
  29. 29. 36 BE CAREFUL WHERE YOU ASK … C O N T R O L T E S T L A U T M A N D C . C O M @ L A U T M A N D C 36 Simply moving the email ask to the front resulted in 12% less revenue!
  30. 30. 37 NO PHOTO VS. PHOTO C O N T R O L T E S T 37 No photo more than doubled response and tripled revenue L A U T M A N D C . C O M @ L A U T M A N D C
  31. 31. THANK YOU! Questions, comments? Amy Sukol, CFRE, Executive VP, Lautman Maska Neill & Company Marie Dullea-Prentice, Senior VP, ABD Direct Tiffany Reed, Account Director, Mal Warwick | Donordigital Jamie Natelson, Senior VP, IDM Lynn Waller, VP Client Services, CCAH

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