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30 Min WOW.pptx

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30 IDEAS THAT
“WOW”ED US
2 0 2 2 B R I D G E C O N F E R E N C E
R O C K I N ’ I T O L D S C H O O L !

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30 IDEAS THAT “WOW”ED US!
Tiffany Neill Allison Porter
Co-founder & President
Avalon Consulting
Partner and Owner
Lautman ...

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WOW

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30 Min WOW.pptx

  1. 1. 30 IDEAS THAT “WOW”ED US 2 0 2 2 B R I D G E C O N F E R E N C E R O C K I N ’ I T O L D S C H O O L !
  2. 2. 30 IDEAS THAT “WOW”ED US! Tiffany Neill Allison Porter Co-founder & President Avalon Consulting Partner and Owner Lautman Maska Neill & Co. President and Chief Executive Officer Mal Warwick Donordigital Mwosi Swenson
  3. 3. WOW
  4. 4. 1. Planned giving letter survey
  5. 5. 2. Acquisition – KC ticket sample
  6. 6. 3. Cultivation newsletter
  7. 7. 4. Texting • Text message click-through rates were 4.2% for fundraising messages and 9.8% for advocacy messages, both far higher than comparable email metrics • Peer-to-peer message recipients received 1.4 messages per month in 2019 and responded 14% of the time
  8. 8. 5. Digital animations
  9. 9. The Kennedy Center is the nation's busiest performing arts center, hosting approximately 3,000 events each year for audiences numbering more than 2 million. Since 1971, they have brought the world to Washington with magnificent performances of music, dance, theater, and more. 35 Days of Giving was the Kennedy Center’s fundraising and engagement component of the larger JFKC Centennial Celebration, which recognized the 100th anniversary of the birth of President John F. Kennedy. 35 Days of Giving took place during the 35 days leading up to the Centennial on May 29, 2017. The campaign focused on encouraging philanthropic donations separate from the traditional membership program. The John F. Kennedy Center for the Performing Arts 6. Integrated marketing
  10. 10. JFKC: 35 Days of Giving Multi-Channel Campaign • Center-wide non-membership campaign celebrating the centennial of JFK’s birth. o Email o Website o On-site o Social Media o Major Donor Outreach o Direct Mail o Telemarketing
  11. 11. • Email list sign up on website • Facebook sign up • Direct donations • Email addresses were added as Centennial Challenge Champions • The list generation widget created for the website was subsequently used for other online campaigns like Opera in the Outfield JFKC: List Building
  12. 12. • Corresponding Facebook posts with video reveals on website. • These posts account for $45,732.93 in revenue from 242 donors, for an excellent ROI of 493%, and a conversion rate of .018%. • The posts led to 526 new page likes, and 1,316,192 impressions. • The two most successful posts for fundraising featured Lin Manuel Miranda and Tiler Peck. The Peck video was coupled with the announcement the goal had been increased. • Overall contributions were also tracked (gifts made on the traditional page). Overall, donors who saw the ads brought in a total of $512,804.42. JFKC: Facebook
  13. 13. • First time using display ads for fundraising. • Tested ‘Donate’ vs. ‘Support the Arts’ button language. • The ads had a direct conversion rate of only .003%, resulting in $833.44 in revenue for a ROI of -40%. • The ads were turned off, with money redirected to Facebook. • Overall contributions were also tracked (gifts made on the traditional page). Overall donors who saw the ads brought in a total of $15,932 • YouTube ads raised $2,406.10 from 36 donations and an ROI of 188%, suspended after no contributions had been made for two weeks. JFKC: Display & YouTube
  14. 14. 7. Mid-level Upgrade: Package reboot • Covid event cancellations and softening results = need to replace the traditional upgrade “hook” that included an invitation to a special event • Reworked the package to include broad, mission- focused language and offered a 10% discount of the Circles levels • Included in this high-touch package was an upfront “freemium” of original artwork prints created specifically for this campaign. • Results = double the previous two years combined, triple the response rate of the previous package, and a lower cost to raise a dollar.
  15. 15. 8. Sustainer Workhorse
  16. 16. • A small piece of code placed on your donation page triggers automated emails to people who visited your donation pages, but have not completed their donations. • Low cost, “hands off” technology that recovers otherwise lost contributions from people who don’t complete their donations online. • The Trustees donors had a 24% higher average gift than organic web donations, and a response rate 10 times stronger than regular emails. • 66% open rate! • Avg. gift 40% higher than organic web donations • Recouped $100,000 in first year 9. Abandoned cart
  17. 17. 10. Digital advertising: Lead Gen “Myths” creative “Control” creative “Understanding” creative “Co-Control Creative” • Targeted Facebook lead generation campaign • Capitalized on reopening post-covid shutdown • Utilized in-platform email collection • Results: • 12,000 new email subscribers (16% increase in active file size) • Lower cost per lead • Welcome series conversion campaign has a strong conversion and a $33 avg new join
  18. 18. Carousel Ad With several images to vote on for NMAI’s calendar “Cast your vote” Ad To help choose the cover image for NMAI’s calendar NEW TEST: - Didn’t perform! ADJUSTED TEST: - Stronger
  19. 19. WOW
  20. 20. Pre-Solicitation Cultivation 22 Food and Friends tested adding an email cultivation message prior to sending an appeal.
  21. 21. Full Autopen 23 Mono Lake Committee control was tested againsta notecard using full autopen. Test Control Test
  22. 22. EFT Monthly Test 24 Credit Card Option EFT Monthly Only KUOW wanted to move to EFT asthe primary payment option so it was tested againsta credit card option.
  23. 23. Credit Card vs. EFTMonthly Test 25 Credit Card Option EFT/Evergreen Option
  24. 24. Advertising Pledge vs Donate 26 National Organization for Women Facebook ads featured a pledge with a back-end ask tested versus a direct donation ask.
  25. 25. Lead Form& Donate Page 27
  26. 26. Email Template 28 Project HOPE tested a revised email template with a headline at the top.
  27. 27. BREwith stamps vs RE 29 PETA tested a BRE with faux stamps against a standard Courtesy Reply Envelope.
  28. 28. Restricted Ask 30 American Friends Service Committee tested a restricted gift options ask a standard generic ask.
  29. 29. Restricted Ask 31
  30. 30. Peer to Peer SMS vsMMS 32 Hi! This is Joe with KQED. Thanks for being a member, Jill! YOU are what makes it possible for KQED to Inform ⭐ Inspire 🍃 and Involve ❤️. KQED brings you the news – and I have good news to share. Between now and December 31, all donations to KQED will be doubled! Can you make a special gift to help us reach the $100,000 goal? That’s fantastic, Jill! Thank you for making sure KQED can do what we do best: fostering understanding, sparking curiosity and building bridges. Donate at donate.kqed.org/mail to be sure your gift is doubled. Thanks for helping KQED reach the $100,000 goal. 🎉 I love KQED! Count me in.
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  41. 41. WHAT’S “WOW”ED YOU? Tiffany Neill Allison Porter Mwosi Swenson allisonp@avalonconsulting.net tneill@lautmandc.com mswenson@mwdagency.co m

Editor's Notes

  • Planned giving survey package
  • KC Acquisition package with the personalized ticket reply showing through the back window and the bookmarks that alternate to feature either the different genres of the KC or KC history/mission
  • St. Hubert’s cultivation newsletter
  • talk about how we launched the program, recruit, upgrade, and reinstate across channels, and its growth.

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