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2016 frdny #030in60

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Lisa Maska at the Fundraising Day in New York #FRDNY

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2016 frdny #030in60

  1. 1. Download the Mobile App Now! Scan this code with a QR reader to easily download the app. http://crowd.cc/s/f5yk QR Code Goes Here #frdny
  2. 2. 30 Ideas in 60 Minutes: Your Hour of Creative Power Speakers: Harry Lynch CEO, @SankyInc Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Milo Sybrant Vice President, @MRCampaigns Moderator: Lisa Maska CFRE, Partner, @LautmanDC #frdny #30in60
  3. 3. Harry Lynch CEO, @SankyInc Infographics are all the rage in our “information age.” • Information and image-rich Infographics can boost your direct mail response and also help to tie together your channel creative. Interactive digital versions of infographics are highly shareable via social media.
  4. 4. Harry Lynch CEO, @SankyInc Infographics for Rainforest Alliance
  5. 5. Harry Lynch CEO, @SankyInc Infographics for African Wildlife Foundation
  6. 6. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Timing is Everything
  7. 7. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Timing is everything
  8. 8. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Timing is everything • Pre-order stock • Invest in higher postage class to ensure quick delivery • Re-use a recent data file • Prepare your client for rushed copy approval schedule Every minute counts!
  9. 9. Milo Sybrant Vice President, @MRCampaigns TestControl Vote:  Control  Test  Tie Winner:  Test Nudge Testing
  10. 10. Milo Sybrant Vice President, @MRCampaigns TestControl Vote:  Control  Test  Tie Winner:  Test Nudge Testing
  11. 11. Milo Sybrant Vice President, @MRCampaigns Nudge to Prospects + HPC<$125 Donors Test Control Vote:  Control  Test  Tie Winner:  Test
  12. 12. Milo Sybrant Vice President, @MRCampaigns Nudge Testing TestControl Vote:  Control  Test  Tie Winner:  Test
  13. 13. Milo Sybrant Vice President, @MRCampaigns Recommendations for Nudge Tests • Tested variations of nudge tests to 10 organizations. • 50% saw improvement in at least one key metric. No organization saw nudges depress response or revenue. • Recommended language: • “Most people are donating at least $X right now.”
  14. 14. Harry Lynch CEO, @SankyInc Treat your mid-level donors like major donors-and see them respond that way! • Use a high-touch “proposal” format to boost the response rates and average gifts of your mid- level donors. Can be targeted to segments of donors who have shown special interest in a particular program – or take a broad stroke that relies on making an extensive for what an upgraded gift will accomplish.
  15. 15. Harry Lynch CEO, @SankyInc Parkinson’s Disease Foundation Proposal
  16. 16. Harry Lynch CEO, @SankyInc Universe Gifts Response Rate Average Gift $500+ Gifts Rev $500+ Rev/M Standard Year-End Mailing (Newsletter) 6,413 216 3.37% $229.41 23 $24,450 $7,727 High-touch Year- End "Proposal" 7,262 464 6.39% $222.51 62 $50,450 $14,217 Parkinson’s Disease Foundation Proposal Results:
  17. 17. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Annual Report Upgrades
  18. 18. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Annual Report Upgrades Single out lapsed high dollar donors and potential upgrades with a lift note or post-it on the donor lists page. Carry messaging through to the letter (re)explaining the higher giving programs.
  19. 19. Milo Sybrant Vice President, @MRCampaigns Ask String on Main Donation Form TestControl Vote:  Control  Test  Tie Winner:  Test
  20. 20. Milo Sybrant Vice President, @MRCampaigns Reverse Ask String TestControl Vote:  Control  Test  Tie Winner:  Test
  21. 21. Milo Sybrant Vice President, @MRCampaigns Higher Ask String for Prospects TestControl Vote:  Control  Test  Tie Winner:  Tie
  22. 22. Milo Sybrant Vice President, @MRCampaigns Ask String vs. Open Field Test Control Vote:  Control  Test  Tie Winner:  Test
  23. 23. Harry Lynch CEO, @SankyInc Don’t chase the crowd… but look for the crowded room. • In other words – use basic analytics to identify areas where donors and potential donors are most concentrated – then then target your acquisition campaigns accordingly. Don’t be fooled by high numbers of donors in states or locations with huge populations! (Hint #1: Having tons of donors in California might lead you down the wrong road.)
  24. 24. Harry Lynch CEO, @SankyInc Donors per Capita
  25. 25. Harry Lynch CEO, @SankyInc We have a lot of donors in these states! Donor Count per State
  26. 26. Harry Lynch CEO, @SankyInc Turns out we have very few donors per capita in these states… Should we still mail there? Donors per Capita
  27. 27. Harry Lynch CEO, @SankyInc Donors seem to be concentrated in very select areas. Maybe we can mail only where we have high donors per capita… Donor Density per Zip Code
  28. 28. Harry Lynch CEO, @SankyInc Fiscal Year Response Rate Average Gift Revenue/M Comment Year 1 0.80% $19.70 $157 National Year 2 0.78% $20.51 $160 National Year 3 0.78% $18.99 $148 Transitional year: Performed per capita analysis Year 4 1.43% $20.82 $299 Targeted New England and Eastern New York Year 5 1.22% $19.33 $237 Targeted New England and Eastern New York Before shift 0.79% $19.73 $155 National After shift 1.33% $20.08 $268 New England and Eastern New York 72.9% Lift in Revenue/M Making the Switch to Targeted Acquisition
  29. 29. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Anniversary Personalization
  30. 30. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Anniversary personalization
  31. 31. Milo Sybrant Vice President, @MRCampaigns Small Asks: $5 Ask to Prospects TestControl Vote:  Control  Test  Tie Winner:  Test Make your tax-deductible gift of $50 or whatever you can afford now. Help us meet our urgent Year-End Challenge goal of $125,000. Make your tax-deductible gift now. Pitch in $5 or more to help us meet our urgent Year- End Challenge goal of $125,000.
  32. 32. Milo Sybrant Vice President, @MRCampaigns Small Asks: $10 Ask to Deep/Lapsed Donors TestControl Vote:  Control  Test  Tie Winner:  Test
  33. 33. Harry Lynch CEO, @SankyInc Speak to your donors as you spoke to them before. • Try mimicking to the same copy approach and tone that you used to acquire your donors in the first place. This can be especially effective way to re-activate non- renewing segments.
  34. 34. Harry Lynch CEO, @SankyInc Acquisition Letter A Acquisition Letter B Examples of Acquisition Messaging
  35. 35. Harry Lynch CEO, @SankyInc Renewal Letter A Renewal Letter B Examples of Renewal Messaging
  36. 36. Harry Lynch CEO, @SankyInc Fiscal Year List/Segment Response Rate Average Gift 2 0 1 4 2012 Acquisition Donor (2 Years Lapsed) 2.55% $33.26 2011 Acquisition Donor (3 Years Lapsed) 0.98% $32.09 2010 Acquisition Donor (4 Years Lapsed) 0.65% $26.95 2009 Acquisition Donor (5 Years Lapsed) 0.46% $20.50 2014 Lapsed Acquired Donors Subtotal 1.20% $29.00 2 0 1 5 2012 Acquisition Donor (3 Years Lapsed) 2.83% $35.91 2011 Acquisition Donor (4 Years Lapsed) 1.12% $26.76 2015 Lapsed Acquired Donors Subtotal 1.54% $30.03 2 0 1 6 2014 Acquisition Donor (2 Years Lapsed) 2.27% $28.50 2013 Acquisition Donor (3 Years Lapsed) 0.63% $21.66 2012 Acquisition Donor (4 Years Lapsed) 0.65% $21.69 2016 Lapsed Acquired Donors Subtotal 0.95% $27.39 Parkinson’s Disease Foundation – Acquisition Donor Reactivation
  37. 37. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Email Follow-up to Lapsed Donors in Acquisition
  38. 38. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Email follow-up to lapsed donors in acquisition mail
  39. 39. Milo Sybrant Vice President, @MRCampaigns Renewal Language to Prospects TestControl Vote:  Control  Test  Tie Winner:  Test
  40. 40. Milo Sybrant Vice President, @MRCampaigns Renewal Language to Prospects TestControl Vote:  Control  Test  Tie Winner:  Test
  41. 41. Harry Lynch CEO, @SankyInc Remake 2016 as the year of remarketing. • While still expensive, the costs to test this channel have fallen sharply over the past year. New tracking tools are proving that re-marketing is an effective way to amplify your fundraising message and drive potential donors to donate.
  42. 42. Harry Lynch CEO, @SankyInc When a user visits your webpage and then visits Google, he or she is presented with a targeted ad featuring your organization. Google Remarketing
  43. 43. Harry Lynch CEO, @SankyInc When a user visits your webpage and then visits Facebook, he or she is presented with a targeted ad featuring your organization. Facebook Remarketing
  44. 44. Harry Lynch CEO, @SankyInc Remarketing Demographic Statistics
  45. 45. Harry Lynch CEO, @SankyInc Remarketing Demographic Statistics
  46. 46. Harry Lynch CEO, @SankyInc Remarketing Demographic Statistics
  47. 47. Harry Lynch CEO, @SankyInc Remarketing Demographic Statistics
  48. 48. Harry Lynch CEO, @SankyInc Remarketing Demographic Statistics
  49. 49. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Integrated e-Renewals (…to a point)
  50. 50. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Integrated e-Renewals (…to a point) Coordinate your messaging… Coordinate your look… Coordinate the donor selects… …DON’T coordinate the follow-ups.
  51. 51. Milo Sybrant Vice President, @MRCampaigns Adding PayPal as Payment Option TestControl Vote:  Control  Test  Tie Winner:  Test
  52. 52. Milo Sybrant Vice President, @MRCampaigns Another PayPal Payment Option TestControl Vote:  Control  Test  Tie Winner:  Test
  53. 53. Harry Lynch CEO, @SankyInc Google isn’t the only game in town. • Paid advertising on Bing – the Microsoft search network that includes Yahoo and now AOL – offers a quality alternative, often reaching a better donor demographic at a more reasonable cost than Google. Bing’s highest penetration is in the 55+ age demographic – our prime donor audience!
  54. 54. Harry Lynch CEO, @SankyInc Yahoo Ads
  55. 55. Harry Lynch CEO, @SankyInc Age Profile of Search Engine Users
  56. 56. Harry Lynch CEO, @SankyInc Change.org Acquisition Gifts Income ROI Bing 92 $8,038 $4.14 Google 147 $13,945 $2.35 Bing vs. Google
  57. 57. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Lapsed “Uniques” in Multis
  58. 58. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Lapsed “Uniques” in Multis LIST QUANTITY RECEIVED UNIQUES MULTIS TOTAL NET HOUSE FILES LAPSED LIST #1 41,342 21,855 5,428 27,283 LAPSED LIST #2 41,342 24,929 3,689 28,618 LAPSED LIST #3 5,157 1,303 545 1,848 LAPSED LIST #4 5,157 1,723 491 2,214 LAPSED LIST #5 376 340 11 351 LAPSED LIST #6 374 195 106 301 LAPSED LIST #7 1 0 1 1 LAPSED LIST #8 6,100 2,254 2,700 4,954 LAPSED LIST #9 253 168 54 222 LAPSED LIST #10 205 50 117 167 HOUSE SUBTOTALS 101,043 52,817 13,142 65,959 Traditional “multis” (hits to 2 or more lists) come out to 13,142
  59. 59. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Lapsed “Uniques” in Multis LIST QUANTITY RECEIVED UNIQUES MULTIS TOTAL NET HOUSE FILES LAPSED LIST #1 41,342 21,855 5,428 27,283 LAPSED LIST #2 41,342 24,929 3,689 28,618 LAPSED LIST #3 5,157 1,303 545 1,848 LAPSED LIST #4 5,157 1,723 491 2,214 LAPSED LIST #5 376 340 11 351 LAPSED LIST #6 374 195 106 301 LAPSED LIST #7 1 0 1 1 LAPSED LIST #8 6,100 2,254 2,700 4,954 LAPSED LIST #9 253 168 54 222 LAPSED LIST #10 205 50 117 167 HOUSE SUBTOTALS 101,043 52,817 13,142 65,959 “Uniques” = Lapsed donors who don’t match to any other outside / modeled lists is 52,817 These are your names to mail as many times as you’d like - test sending them a multis package
  60. 60. Milo Sybrant Vice President, @MRCampaigns Membership Status
  61. 61. Milo Sybrant Vice President, @MRCampaigns Renewal Segment: 60% increase in response Lapsed Segment: 30% increase in response VariationControl
  62. 62. Harry Lynch CEO, @SankyInc Think inside the (light)box. • Test creative ways to use modals (a.k.a. lightboxes) beyond just asking for single donations. Try upgrades, sustainer asks, and targeted techniques. Bonus tip: Go beyond your homepage – look at your stats and place modal on your other high-traffic pages.
  63. 63. Harry Lynch CEO, @SankyInc Legal Defense Fund Year-End Modal $29,745 income Drug Policy Alliance Year-End Modal $11,222 income Homepage Modals
  64. 64. Harry Lynch CEO, @SankyInc Covenant House Thanksgiving Modal 34.83% response rate $11,652 income Covenant House Monthly Giving Modal 10.76% response rate $2,803 income Upgrade Modals
  65. 65. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Post-Its
  66. 66. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Post-its Lapsed donor call out
  67. 67. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Post-its General renewal push
  68. 68. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Post-its Subsequent renewal push
  69. 69. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Post-its Subsequent renewal push
  70. 70. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Post-its Recognition of joining the organization last year
  71. 71. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Post-its Use a pre-printed post-it when sending out ‘insider’ material
  72. 72. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Post-its Post-it was visible through the carrier window
  73. 73. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Post-its Calling out a recent gift of a reinstated donor… DEPRESSED RESULTS
  74. 74. Milo Sybrant Vice President, @MRCampaigns SMS Deadline Reminder TestControl Vote:  Control  Test  Tie Winner:  Test
  75. 75. Harry Lynch CEO, @SankyInc • Reduce your annual report to a scaled-down format that can cost-effectively be printed in high volume and included in full-file mailings. “Mini-annuals” boost donor engagement and giving! Shrink your annual report – and grow it’s power.
  76. 76. Harry Lynch CEO, @SankyInc Full report: 44 pages Crohn’s and Colitis Foundation of America Annual Report
  77. 77. Harry Lynch CEO, @SankyInc African Wildlife Foundation Annual Report Highlights
  78. 78. Harry Lynch CEO, @SankyInc Universe Gifts Revenue Resp Rate Avg Gift Cost RPDS Standard December Mailing 10,867 378 $7,820 3.48% $20.69 $4,325 $1.81 January Mini-Annual Mailing 10,970 610 $17,974 5.56% $29.47 $6,491 $2.77 Mini Annual Report Mailing Results
  79. 79. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Paper Savings
  80. 80. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Paper savings Challenge your printers on ideas to save money either by changing paper stocks or slightly adjusting the size. Especially take a look at those long-standing controls.
  81. 81. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Paper savings By shedding just a quarter inch from the width of the map we saved MSF an estimated $872,000 over the course of three years
  82. 82. Harry Lynch CEO, @SankyInc Transform Facebook into your fundraising powerhouse. • Leverage refined ad formats and audience-building methods to boost your fundraising program and unify your donor communications. Paid Facebook ads can be a cost-effective way for nonprofits to target by age, gender, interests, and geography. Refined ad formats and audience-building methods (e.g., from email files and website visitors) continue to benefit nonprofits!
  83. 83. Harry Lynch CEO, @SankyInc Episcopal Relief and Development FB Ads ROI: $1.62
  84. 84. Harry Lynch CEO, @SankyInc Covenant House Facebook Ads ROI: $0.44
  85. 85. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Year End Post Card Push
  86. 86. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Year End Post Card Push
  87. 87. Harry Lynch CEO, @SankyInc Turn those pesky regulations into your friend. • Financial disclosure requirements – long the bane of fundraisers – can be transformed into positive messages that impress and motivate your donors. Keep it simple – and use images to convey your efficiency!
  88. 88. Harry Lynch CEO, @SankyInc Brag about it on a buckslip Examples of “positive” disclosure
  89. 89. Harry Lynch CEO, @SankyInc On your return envelopes Examples of “positive” disclosure On your letter
  90. 90. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Match Backs
  91. 91. Kate Phillips Hollandsworth Senior Strategist, @ABDDirect Match Backs • What is driving people to your website to give? • Where are your white mail gifts coming from? You’d be surprised to find out how much money you can directly attribute back to your mail acquisition campaigns.
  92. 92. Milo Sybrant Vice President, @MRCampaigns
  93. 93. Milo Sybrant Vice President, @MRCampaigns ✳ The purpose of hypotheses is to make sure we're thinking critically about what we want to test and why and to make sure we learn from the test. ✳ To help create a hypothesis, fill in the blanks: Changing (control) to (variation) will improve (test objective) because (reason you think the change will help) . ✳ If you craft a good hypothesis, you will learn something from every test, regardless of the outcome. Crafting the Hypothesis
  94. 94. Milo Sybrant Vice President, @MRCampaigns • Before running a test, figure out the sample size needed for the test. • To do that, you’ll need to understand how much of a change you’ll be able to detect. • If you’re evaluating specific audiences or pages (e.g. mobile traffic), do this for each page or segment that you will evaluate Determine Sample Size Needed
  95. 95. Milo Sybrant Vice President, @MRCampaigns Baseline Conversion Rate - the current average for the metric you are trying to improve (e.g. response rate, action rate) Minimum Detectable Effect (MDE) - the amount of change in the conversion rate that you want to be able to detect. We recommend 25% or lower. Elements of the sample size calculator Minimum Audience Size - the total number of people you need to include in the experiment, per variation.
  96. 96. Milo Sybrant Vice President, @MRCampaigns Sample Testing Roadmap
  97. 97. Milo Sybrant Vice President, @MRCampaigns Sample Test Plan
  98. 98. Milo Sybrant Vice President, @MRCampaigns Sample Results Tracker
  99. 99. Milo Sybrant Vice President, @MRCampaigns All In One Place
  100. 100. 30 Ideas in 60 Minutes: Your Hour of Creative Power Harry Lynch CEO Sanky, Inc. www.sankyinc.com @SankyInc #frdny #30in60 Kate Phillips Hollandsworth Senior Strategist ABD Direct www.abdata.com @ABDDirect Lisa Maska CFRE, Partner Lautman, Maska Neill & Company www.lautmandc.com @LautmanDC Milo Sybrant Vice President M&R Strategic Services www.mrss.com @MRCampaigns
  101. 101. Thank you. Please use your FRDNY app http://crowd.cc/s/f5yk to fill out the session survey

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