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Tiffany Neill at bbcon 2016 in Washington, DC

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Tn bbcon 2016_data made me test this

  1. 1.   Tiffany Neill, CFRE   Lautman Maska Neill & Company The Data Made Me Test This
  2. 2. What Kind of Data? What Tests? •  Qualitative data •  Overall file analytics •  Analysis of internal prospects •  External data sources •  Bottom line…
  3. 3. Overarching Themes Make sure you are asking a clear question — both when you look at the data and when you test Separate theory from practice Don’t hope your way to a result Test, analyze, rinse, repeat
  4. 4. Qualitative Data Sometimes it’s more than numbers
  5. 5. Qualitative Data •  Focus Groups •  Surveys •  Feedback from Donors •  Don’t be afraid of non-scientific data sets
  6. 6. Focus Groups: A Love Story •  11 focus groups •  Plus survey research •  Focus groups look at “look and feel” •  Participants asked to bring something that to them said, “this is HRC”
  7. 7. What Did the Data Tell Us to Test? •  Messaging •  Images •  Benefits (people volunteered what benefits they liked) Not everything was a winner, but everything led us down a new road.
  8. 8. What Else … LISTEN! Donors called to say “thank you” for bigger labels… bigger font tests!
  9. 9. What Else … LISTEN! Donors contributed when asked if they wanted benefits!
  10. 10. Overall File Analysis What Those Big Numbers Are Telling You
  11. 11. So You Get Your donorCentrics Assessment •  You know EVERYTHING •  Look big – look small •  Beware of rabbit holes
  12. 12. What Did We See? •  First Year Retention is moving the wrong way! •  Acquisition strategy virtually unchanged •  Let’s look 0% 10% 20% 30% 40% 50% 60% 70% 2012 2013 2014 2015 2016 Retention First Year Retention Benchmark Multi Year Retention Benchmark
  13. 13. What Did We Test? •  New Welcome Kit •  New first year letter strategy •  PHONE CALLS What happened: First year retention is crawling up again
  14. 14. What Else … Average Gift fall off? “Just $5 more”
  15. 15. What Else … Average Giving Flat? Give it meaning
  16. 16. Internal Prospects They Like Us
  17. 17. Internal Prospects •  Online List Build •  Volunteers •  Event Participants You know you have them …
  18. 18. Lots of a Good Thing… •  1.5 million records •  All past behavior •  Multiple sources •  Declining Performance
  19. 19. What Did We Test? •  Lots of subgroups •  “Modeled” different behaviors •  Dug into what made people better prospects •  Focused on what channel was best for different people The Results: Lower Cost To Acquire
  20. 20. What Else … Pie Buyers? Event Participants? Use the Merge!
  21. 21. External Data Sources We learned something…
  22. 22. You Can Learn A Lot •  Data Append •  Wealth Screening •  Behavior tagging
  23. 23. •  Gift amount goals •  Major donor likelihood •  Where do they merge? •  Who are the people “slightly” below where major gift officers want them? For These Healthy Animal Lovers
  24. 24. What Did We Test? •  Special Packages •  Invitations to events •  Special follow up Worked tremendously!
  25. 25. What Else? Age-targeted CGA marketing
  26. 26. What Else? Email appends
  27. 27. What Else?
  28. 28. •  Look at the results many times •  Short and long-term •  What you “thought” was impacting that data point may not be •  Don’t force it You May Not Get It Right
  29. 29. @lautmandc Facebook.com/lautmandc linkedin.com/in/lautmandc Thank you!
  30. 30. Did we leave you inspired, wired, or fired up? Tell us in a session survey on the mobile app, and you’ll be entered to win a complimentary pass to bbcon 2017 in Baltimore!

Tiffany Neill at bbcon 2016 in Washington, DC

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