C4: Lean Approaches to Fundraising and How to Optimize Your Donation Page, Brady Josephson

1. LEAN APPROACHES TO FUNDRAISING AND HOW TO OPTIMIZE YOUR DONATION PAGE. LEAN STARTUP CONFERENCE DEEP DIVE WORKSHOP | BRADY@NEXTAFTER.COM | @BRADYJOSEPHSON

2. Today Agenda • Lean Approaches to Online Fundraising • Why is this important? • What does it look like? • Donation Page Optimization • What is this based on? • Key framework to understand giving • Step by step examples and tips • Your turn • Questions & Close

3. Today Agenda • Lean Approaches to Online Fundraising • Why is this important? • What does it look like? • Donation Page Optimization • What is this based on? • Key framework to understand giving • Step by step examples and tips • Your turn • Questions & Close Housekeeping • A lot of content, ask questions • brady@nextafter.com, @bradyjosephson • Will provide slides, focus on ideas & actions • Many examples and case studies, focus on concepts

4. BUT FIRST, A QUIZ.

5. Experiment A B 112.5% IN DONATIONS

6. Experiment A B 42% In Donations

7. Experiment A B 150.2% In Conversion Rate

8. Experiment C DA B

9. Experiment Source: ELLE Magazine 200% In Awesomeness

10. Experiment A B 106.3% In Donations

11. Experiment A B 71.4%In Clickthrough Rate

12. Experiment A B 81%In Donations

13. HOW DID YA’LL DO?

14. YA’LL DON’T KNOW! BUT NEITHER DO I. NEITHER DO WE. AND NEITHER TO THEY!

18. Understanding the Complexity of the Mind • The human sensory system sends the brain about 11,000,000 bits of information each second. • The actual amount of information our conscious mind can handle has been estimated to be somewhere between 16 and 50 bits per second.

22. THE PROBLEM

23. Source: Giving USA Report 2019

24. Search Trends for Give, Donate, and ‘to Nonprofit’ 0 20 40 60 80 100 120 Give Donate Give to Nonprofit Donate to Nonprofit

27. 20,500,000.00 21,000,000.00 21,500,000.00 22,000,000.00 22,500,000.00 23,000,000.00 23,500,000.00 2010 2011 2012 2013 2014 2015 # of Donor Households Source: Blackbaud Institute Vital Signs Report

28. Source: Blackbaud Institute Vital Signs Report 0.00 20,000,000.00 40,000,000.00 60,000,000.00 80,000,000.00 100,000,000.00 120,000,000.00 140,000,000.00 2010 2011 2012 2013 2014 2015 # of Total Households # of Donor Households

29. Source: Blackbaud Institute Vital Signs Report 16% 17% 17% 18% 18% 19% 19% 20% 20% 0.00 20,000,000.00 40,000,000.00 60,000,000.00 80,000,000.00 100,000,000.00 120,000,000.00 140,000,000.00 2010 2011 2012 2013 2014 2015 # of Total Households # of Donor Households % Giving WE ARE ACTUALLY GETTING WORSE AT TURNING COMPASSION AND CARING INTO CONVERSIONS AND CONTRIBUTIONS.

30. THE PROBLEM

31. EMPATHY

33. EMPATHY. MOVES BEYOND FEELING TO UNDERSTANDING.

34. EMPATHY

35. DATA EMPATHY

36. DATA INSIGHTS PROOF TESTING

37. DATA INSIGHTS PROOF TESTING BUILD. MEASURE. LEARN.

38. FOR EXAMPLE…

39. INSIGHTS Source: NextAfter Clients $148 $159 $301 $494 $- $100 $200 $300 $400 $500 $600 Online Only Offline Only Offline w/ Valid Email Multichannel

40. INSIGHTS Source: NextAfter Clients People who give offline only and just receive emails give 90% more than those who do not get emails. $148 $159 $301 $494 $- $100 $200 $300 $400 $500 $600 Online Only Offline Only Offline w/ Valid Email Multichannel

41. Horizontal Integration F2FTELE MAIL WEB EMAIL S.M. Channel Integration 101

42. Vertical Integration F2F TELE MAIL WEB EMAIL S.M.

43. HOW ELSE CAN WE INFLUENCE THE OFFLINE WITH THE ONLINE?

45. Experiment #8421 CONTROL TREATMENT 25.4% In Revenue THESE ADS DID NOT HAVE AN ASK OR LINK TO A DONATION.

46. HOW ELSE CAN WE INFLUENCE THE ONLINE WITH THE ONLINE?

48. How Branded Ads In a Welcome Series Increase Donations CONTROL TREATMENT * Revenue increase has 98% LoC but has not yet reached statistically significant sample size In Revenue* 759.9% In Conversion Rate 40% In Time to Gift THE ADS WERE FOCUSED ON BRAND, NOT DONATIONS.

50. How Passive “Advertising” Impacts A Subscribers Likelihood To Give Experiment ID: #5988 CONTROL TREATMENT December 21 Your Support for The ORGANIZATION is Critical. And These 21 Comments Are Pretty Awesome, Too. December 20 How Your Donation to ORGANIZATION Makes a Difference December 26 ORGANIZATION Is Having an Impact. Here are 4 Examples. DID NOT READ ARTICLES 196.6% In Donation Rate THE ARTICLES DID NOT HAVE AN ASK OR LINK TO A DONATION.

51. See a Pattern? PRIMING.

52. DATA EMPATHY

53. HOW TO OPTIMIZE YOUR DONATION PAGE. LEAN STARTUP CONFERENCE DEEP DIVE WORKSHOP | BRADY@NEXTAFTER.COM | @BRADYJOSEPHSON

54. WHAT IS THIS BASED ON?

55. THE WORLD’S LARGEST ONLINE FUNDRAISING EXPERIMENT LIBRARY NEXTAFTER.COM/RESEARCH/EXPLORE

58. THE WORLD’S LARGEST ONLINE FUNDRAISING EXPERIMENT LIBRARY NEXTAFTER.COM/RESEARCH/EXPLORE WHAT DO PEOPLE DO. NOT JUST WHAT PEOPLE SAY.

59. RESOURCES Vision: Unleash the most generous generation in the history of the world. Mission: Decode what works in fundraising and make it accessible to as many nonprofits as possible. How: Perform original research, develop resources, and provide training to help organizations better understand donors, giving, and digital marketing so they can raise more money online to fund their life-changing work. RESEARCH

60. DONATION & LANDING PAGE GUIDES NEXTAFTER.COM/RESOURCES

61. RESOURCES Vision: Unleash the most generous generation in the history of the world. Mission: Decode what works in fundraising and make it accessible to as many nonprofits as possible. How: Perform original research, develop resources, and provide training to help organizations better understand donors, giving, and digital marketing so they can raise more money online to fund their life-changing work. RESEARCH TRAINING

62. DONATION & LANDING PAGE OPTIMIZATION COURSE COURSES.NEXTAFTER.CO M

63. RESOURCES Vision: Unleash the most generous generation in the history of the world. Mission: Decode what works in fundraising and make it accessible to as many nonprofits as possible. How: Perform original research, develop resources, and provide training to help organizations better understand donors, giving, and digital marketing so they can raise more money online to fund their life-changing work. RESEARCH TRAINING

65. 203 NONPROFITS ACROSS 12 VERTICALS. 27 DATA POINTS FROM THE GIVING PROCESS. 5 DATA POINTS FROM THE THANK YOU PAGE.

66. 0% 10% 20% 30% 40% 50% 60% 70% Arts & Culture Education Environment Faith Based Foundations Health Human Services International Public Media Public Policy & Advocacy Public Society Benefit Wildlife & Animal Welfare Scores by Vertical MEDIAN SCORE 57%

67. 0% 10% 20% 30% 40% 50% 60% 70% Arts & Culture Education Environment Faith Based Foundations Health Human Services International Public Media Public Policy & Advocacy Public Society Benefit Wildlife & Animal Welfare Scores by Vertical EVERYONE CAN IMPROVE. (some more than others) MEDIAN SCORE 57%

68. HOW CAN YOU IMPROVE?

69. FIRST, WE NEED TO UNDERSTAND THE DIFFERENCE BETWEEN GIVING AND BUYING.

70. Status Quo Sparkline of a Donation

71. Status Quo Interest Involvement Investment Sparkline of a Donation

72. Status Quo Interest Involvement Investment Interrupter Sparkline of a Donation

73. Status Quo Interest Involvement Investment Interrupter Sparkline of a Donation

74. Status Quo Interest Involvement Investment Interrupter Engagement Point Sparkline of a Donation

75. Status Quo Interest Involvement Investment Interrupter Engagement Point Sparkline of a Donation

76. Status Quo Interest Involvement Investment Interrupter Moment of Decision Engagement Point Sparkline of a Donation

77. Status Quo Interest Involvement Investment Interrupter Moment of Decision No Engagement Point Sparkline of a Donation

78. Status Quo Interest Involvement Investment Interrupter Moment of Decision No Yes Engagement Point Sparkline of a Donation

79. Status Quo Interest Involvement Investment Interrupter Moment of Decision No Yes Emotional Climax Engagement Point Sparkline of a Donation

80. Status Quo Interest Involvement Investment Interrupter Moment of Decision No Yes Conversion Horizon Emotional Climax Engagement Point Sparkline of a Donation

81. Status Quo Interest Involvement Investment Interrupter Moment of Decision No Yes Conversion Horizon Emotional Climax Engagement Point Sparkline of a Donation

82. Status Quo Interest Involvement Investment Interrupter Moment of Decision No Yes Conversion Horizon Emotional Climax Abandonment Engagement Point Sparkline of a Donation

83. THEN, WE NEED TO UNDERSTAND HOW PEOPLE MAKE DONATION DECISIONS.

84. VALUE COST CONVERSION MOTIVATION VALUE PROPOSITION (CLARITY) INCENTIVE FRICTION ANXIETY

85. Status Quo Interest Involvement Investment Interrupter Moment of Decision No Yes Conversion Horizon Emotional Climax Abandonment Engagement Point Sparkline of a Donation INCENTIVE

87. WHERE DO I GIVE?

88. MAKE SURE YOUR DONATE ‘BUTTON’ IS CLEARLY MARKED WITHIN THE NAVIGATION.

90. How Visually Emphasizing The Donate Button Affects Traffic Experiment ID: #1698 *94% level of confidence TREATMENT #2 TREATMENT #1 CONTROL

91. How Visually Emphasizing The Donate Button Affects Traffic Experiment ID: #1698 *94% level of confidence TREATMENT #2 190% In Donations TREATMENT #1 CONTROL 160% In Donations*

92. 17% OF ORGANIZATIONS HAVE A DIFFERENT BUTTON OR CALL TO ACTION ON THE HOME PAGE FOR RECURRING GIVING.

94. How Changing The Website Navigation To Address Multiple Segments Affects Traffic Experiment ID: #2325 CONTROL TREATMENT

95. How Changing The Website Navigation To Address Multiple Segments Affects Traffic Experiment ID: #2325 CONTROL TREATMENT 16% In Donation Clicks

96. TRY ADDING A BUTTON OR CTA ABOUT RECURRING GIVING TO INCREASE RECURRING GIVING.

97. BUT WHY SHOULD I GIVE TO YOU?

99. IF I AM YOUR IDEAL DONOR, WHY SHOULD I GIVE TO YOU RATHER THAN SOME OTHER ORGANIZTION OR NOT AT ALL?

100. The 4 Main Ways to Answer the Value Proposition Question •Do they want it? •Can they get it anywhere else? •Do they understand it? •Do they believe you?

101. The 4 Main Ways to Answer the Value Proposition Question •Do they want it? •Can they get it anywhere else? •Do they understand it? •Do they believe you?

102. The 4 Main Ways to Answer the Value Proposition Question •Do they want it? APPEAL. •Can they get it anywhere else? •Do they understand it? •Do they believe you?

103. The 4 Main Ways to Answer the Value Proposition Question •Do they want it? APPEAL. •Can they get it anywhere else? •Do they understand it? •Do they believe you?

104. The 4 Main Ways to Answer the Value Proposition Question •Do they want it? APPEAL. •Can they get it anywhere else? EXCLUSIVITY. •Do they understand it? •Do they believe you?

105. The 4 Main Ways to Answer the Value Proposition Question •Do they want it? APPEAL. •Can they get it anywhere else? EXCLUSIVITY. •Do they understand it? •Do they believe you?

106. The 4 Main Ways to Answer the Value Proposition Question •Do they want it? APPEAL. •Can they get it anywhere else? EXCLUSIVITY. •Do they understand it? CLARITY. •Do they believe you?

107. The 4 Main Ways to Answer the Value Proposition Question •Do they want it? APPEAL. •Can they get it anywhere else? EXCLUSIVITY. •Do they understand it? CLARITY. •Do they believe you?

108. The 4 Main Ways to Answer the Value Proposition Question •Do they want it? APPEAL. •Can they get it anywhere else? EXCLUSIVITY. •Do they understand it? CLARITY. •Do they believe you? CREDIBILITY.

110. HOW ARE ORGANIZATIONS DOING?

111. 0 10 20 30 40 50 60 70 80 90 No Kind of Yes Do They Have A Strong Value Proposition? 33% OF NONPROFITS HAD A STRONG VALUE PROPOSITION.

114. 0 10 20 30 40 50 60 70 80 90 No Kind of Yes Do They Have A Strong Value Proposition? 67% OF NONPROFITS HAD AN AVERAGE OR WEAK VALUE PROPOSITION.

117. TO ANSWER THE VALUE PROPOSITION QUESTION, YOU NEED TO USE WORDS.

118. How The Addition Of Value Proposition Impacts Donor Conversion Experiment ID: #6623 CONTROL TREATMENT 150% In Donations

119. Experiment #900 FROM THIS TO THIS 28% In Donations

120. “PEOPLE DON’T LIKE TO READ” - Your Board Member

121. Will People Read? NOT THIS BUT THIS 146.5% In Conversion Rate

122. Can We Take a Shortcut? From This To This 28.2% In Donations LOGO LOGO

123. What About Video? A B In Donation Conversion 560% In Donations

124. SO ARE ORGANIZATIONS USING COPY AT ALL?

125. 30% OF NONPROFITS HAD LESS THAN 1 SENTENCE ON THEIR DONATION PAGE.

127. 62% OF NONPROFITS HAD LESS THAN 4 SENTENCES ON THEIR DONATION PAGE.

129. 38% OF NONPROFITS HAD MORE THAN 4 SENTENCES ON THEIR DONATION PAGE.

133. IS LONGER ALWAYS BETTER?

135. Experiment A B

136. Experiment A B

137. Experiment A B

139. Experiment A B GENERAL CAMPAIGN

145. TRY ADDING MORE COPY/TEXT ON YOUR DONATION PAGES THAT CLEARLY EXPLAINS WHY THEIR DONATION IS NEEDED AND WHAT THEIR DONATION WILL DO.

146. TRY ADDING MORE COPY/TEXT ON YOUR DONATION PAGES THAT CLEARLY EXPLAINS WHY THEIR DONATION IS NEEDED AND WHAT THEIR DONATION WILL DO.

147. Experiment FROM THIS TO THIS 22.9% In Donations

149. WE ARE ALL GUILTY.

150. TRY TURNING ‘WE’ OR ‘US’ LANGUAGE TO BE ‘YOU’ OR ‘YOUR’ LANGUAGE.

151. WHY SHOULD I GIVE MORE OR RIGHT NOW?

153. Incentives? • They are not… • Your value proposition or the reason to give • They could be: • Tangible/Physical – If you give $50 today we’ll send you a tote bag… • Matching –gifts - Your donation today will be doubled… • Quantifiable Impact - $30 does… • Giving Level - $100 – Bronze Member $500 – Silver Member $1,000 – Gold Member • Overhead - 100% of your donation will go to programs… • Premium Content – As a donor, you’ll have access to this special content…

154. 36% OF NONPROFITS USED AN INCENTIVE.

155. Which Incentives Were Used? 0 5 10 15 20 25 30 35 Physical Matching Quantifiable Impact Giving Level Overhead Premium Content

156. Which Incentives Were Used? 0 5 10 15 20 25 30 35 Physical Matching Quantifiable Impact Giving Level Overhead Premium Content

157. What Impact Does A Matching Gift Have On Donor Conversion? Experiment ID: #9546 NO MATCH MATCH 87.9% In Conversion Rate

158. TRY USING A MATCHING INCENTIVE TO INSPIRE GIVING AND MONTHLY GIVING.

159. 0 5 10 15 20 25 30 35 Physical Matching Quantifiable Impact Giving Level Overhead Premium Content Which Incentives Were Used?

160. Experiment ID: # 8622 HOW INCREASING THE CLARITY OF THE VALUE PROPOSITION AFFECTS DONOR CONVERSION RATE.

161. How Increasing The Clarity Of The Value Proposition Affects Donor Conversion Rate Experiment ID: #8622 CONTROL TREATMENT 1 TREATMENT 2 7.7% In Conversion Rate 8.3% In Conversion Rate

162. How Increasing The Clarity Of The Value Proposition Affects Donor Conversion Rate Experiment ID: #8622 CONTROL TREATMENT 3 TREATMENT 4 64.4% In Conversion Rate 78.4% In Conversion Rate

163. TRY BEING MORE TANGIBLE AND SPECIFIC WITH THE IMPACT OF SOMEONE’S DONATION.

164. Experiment ID: # 9316 HOW COMMUNICATING THE SPECIFIC KIND OF IMPACT A PERSON’S GIFT CAN HAVE AFFECTS DONOR CONVERSION.

165. How Communicating The Specific Kind Of Impact A Person’s Gift Can Have Affects Donor Conversion. Experiment ID: #9316 CONTROL TREATMENT 98.4% In Conversion Rate

166. TRY BEING MORE TANGIBLE AND SPECIFIC WITH THE IMPACT OF SOMEONE’S DONATION IN MORE HUMAN, RELEVANT TERMS.

167. Quantifiable Impact Examples LIKE THIS OR MAYBE THIS

168. GOAL BASED INCENTIVES?

169. Example From This To This 20.5% In Revenue/Visitor

170. TRY SHOWING A FUNDRAISING GOAL (BUT ENSURE IT’S OVER 50%).

171. Control Treatment Experiment #323 – Urgency on Donation

172. Experiment #323 – Urgency on Donation CONTROL TREATMENT 68.1% In Donations

173. Countdown clock had no significant impact until the we got closer to the end of the campaign. Visual Urgency

174. TRY SHOWING A COUNTDOWN CLOCK TO A DATE (BUT NOT TOO SOON).

175. DOES IT ALWAYS HAVE TO BE DOLLARS OR TIME?

176. How A Donor-based Appeal (Instead Of A Goal-based Appeal) Affects Conversion Rate EXPERIMENT ID: #11479 CONTROL TREATMENT 25.1% In Conversion Rate

177. How Count-based Urgency And Percentage-based Urgency Affect Conversion EXPERIMENT ID: #10148 CONTROL TREATMENT 19.4% In Conversion Rate

178. How An Expiring Goal and Increasing Urgency Affect Donor Conversion EXPERIMENT ID: #10131 CONTROL TREATMENT 56.9% In Conversion Rate

179. TRY SHOWING YOUR GOAL IN WAYS THAT ARE MORE REASONABLE AND REACHABLE FOR MOST DONORS.

180. WHAT DO I NEED TO DO TO GIVE?

184. Types of Donation Page Friction 1. Field Number Friction 2. Field Layout Friction 3. Form Error Friction 4. Confusion Friction 5. Decision Friction 6. Device Friction 7. Steps Friction

185. Types of Donation Page Friction 1. Field Number Friction 2. Field Layout Friction 3. Form Error Friction 4. Confusion Friction 5. Decision Friction 6. Device Friction 7. Steps Friction CAPTURED DATA ON THESE SPECIFICALLY.

187. Experiment FROM THIS TO THIS 50.6% In Revenue

188. 40% OF ORGANIZATIONS REQUIRED NON-ESSENTIAL INFORMATION TO COMPLETE A DONATION.

189. 0 10 20 30 40 50 60 Phone Title CAPTCHA Inspired/About Us? Other Designation Do They Require Extra Information Not Needed To Process A Gift Like Phone Number, How You Found Out About Them, Spouses Name, Etc.?

194. Field Number Friction NOT THIS BUT THIS

195. LIMIT THE AMOUNT OF REQUIRED FIELDS AND INFORMATION TO PROCESS A GIFT.

198. Can You Feel the Difference? NOT THIS BUT THIS

199. USE HORIZONTAL SPACE ON YOUR FORMS FOR BETTER SPACING AND LESS OF A DIGITAL FOOTPRINT.

201. Form Error Friction

202. SHOW DONORS A MISSED FIELD OR ERROR BEFORE THEY GET TO THE END/BOTTOM AND CLICK ON.

204. Experiment FROM THIS TO THIS 195% In Donations

205. No 62% Yes 38%No 45% Yes 55% Unnecessary Links & Distractions MENU & NAVIGATION DISTRACTION? MULTIPLE CALLS TO ACTION?

206. Confusion Friction NOT THIS BUT THIS

207. Confusion Friction NOT THIS BUT THIS

208. REMOVE ANY/ALL DISTRACTING LINKS AND CONFLICTING CALLS TO ACTION.

210. Limiting Decision Friction CONTROL TREATMENT 14.4% In Donations

211. How Do You Decide?

212. How Do You Decide?

213. TRY REDUCING THE DECISIONS DONORS NEED TO MAKE AND/OR CLEARLY PRIORTIZE ONE FOR THEM.

214. Can You Use Social Proof to ‘Nudge’ Donors to Give More? LIKE THIS OR THIS

215. How Visually Emphasizing A Gift Amount On A Primary Donation Page Impacts Revenue Experiment ID: #16415 CONTROL TREATMENT 14.9% In Average Gift 23.8% In Revenue 7.8% In Conversion Rate AND A 44% INCREASE FOR PEOPLE ON MOBILE DEVICES.

216. TRY PRESELECTING A DONATION AMOUNT AND ‘NUDGE’ TO A HIGHER AVERAGE GIFT AMOUNT.

217. Experiment ONE-TIME DEFAULT RECURRING DEFAULT 137.9% In Conversion Rate NO DISCERNIBLE EFFECT ON ONE-TIME DONOR CONVERSION.

218. TRY DEFAULTING TO A RECURRING GIFT IDEALLY IN A ‘TAB’ DESIGN AND SOME REASON FOR A MONTHLY GIFT PROVIDED.

219. Start With a Higher Amount? LIKE THIS OR THIS

220. Reverse Your Gift Array? ORIGINAL TREATMENT 15.7% In Donations 11.3% In Average Gift

221. Have a Gift Array? CONTROL TREATMENT 126% In Donations

222. Where/Who to Use an Open Field? NEW DONOR 2nd YEAR 13 – 24 LAPSED KEY MULTIYEAR 25+ LAPSED REACTIVATED 2nd YEAR NON DONOR

223. BE SURE TO TEST YOUR WAY INTO THINGS LIKE REVERSE ARRAYS, DEFAULTS, OR NO ARRAYS.

225. Mobile Is and Increasingly Crucial. BLACKBAUD M + R BENCHMARKS

226. 6% OF NONPROFIT DONATION PAGES WERE NOT OPTIMIZED FOR MOBILE.

227. Device Friction NOT THIS BUT THIS

229. Experiment FROM THIS TO THIS 18.4% In Donations 64.3% INCREASE ON MOBILE DEVICES (WHICH WAS 64% OF THE TRAFFIC TO THIS PAGE).

230. AND MAKE SURE YOU DON’T CUT OUT THE VALUE PROPOSITION ON MOBILE.

231. 14% OF NONPROFITS REMOVED THEIR VALUE PROPOSITION FROM MOBILE.

232. DESKTOP MOBILE

233. DESKTOP MOBILE

234. TEST YOUR GIVING PROCESS ON MOBILE AND ENSURE YOU CAN STILL SEE THE VALUE PROPOSITION.

236. Experiment FROM THIS TO THIS 176% In Donations Straight to Thank You Page

237. How Many Pages Does It Take to Complete Your Donation? 0 10 20 30 40 50 60 70 80 90 100 1 Step 2 Steps 3 Steps 4 Steps 5+ Steps

238. How Many Pages Does It Take to Complete Your Donation? 0 10 20 30 40 50 60 70 80 90 100 1 Step 2 Steps 3 Steps 4 Steps 5+ Steps 30% OF NONPROFITS HAD 3 OR MORE STEPS REQUIRED TO COMPLETE A DONATION.

239. Could Do This

240. But Don’t Do This

241. TRY TO LIMIT THE NUMBER OF STEPS IN A GIVING SEQUENCE AND REMOVE ANY ’ARE YOU SURE’ PAGES.

242. WHY SHOULD I TRUST YOU?

244. IS MY INFORMATION SECURE?

245. Do You Perceive That This Web Page Is Secure And That Payment Information That You Share Will Be Sent Securely? No 6% Yes 94%

247. Is My Information Secure? LIKE THIS OR MAYBE THIS

248. TRY SHOWING DONORS THEIR CREDIT CARD INFORMATION IS SECURE WHEN IT MATTERS MOST.

249. AM I MAKING A GOOD DECISION?

250. Did They Use Third-party Endorsements? No 59% Yes 41%

251. Some trust marks are better than no trust marks. And some trust marks are better than other trust marks. Source: DonorVoice study with the DMA Nonprofit Federation

253. Where Do You Put It? LIKE THIS OR LIKE THIS

254. Where Do You Put It? LIKE THIS OR LIKE THIS

255. TRY ADDING TRUST MARKS WITHIN THE EYESIGHT OF THE DONOR.

256. Use the Space Under the Donate Button?

257. TRY REINFORCING YOUR MESSAGE AT THE TIME OF FINAL DECISION.

258. Reducing Anxiety and Building Trust Checklist Make sure your page is secure! Can you keep your donation page on your URL or a subdomain (as opposed to linking out to another domain)? Can you make sure your donors know your page is secure where it matters – Credit Card area Do you have a link to your privacy policy? Can you use third-party ‘evidentials’ or ‘trust marks’ in the eye sight of your donor? Can you reinforce your message below the donate button?

259. GO DEEPER.

260. WHO IS DOING IT WELL? - Almost Everyone

261. Scores by Vertical 0% 10% 20% 30% 40% 50% 60% 70% Arts & Culture Education Environment Faith Based Foundations Health Human Services International Public Media Public Policy & Advocacy Public Society Benefit Wildlife & Animal Welfare

262. Some Organizations to Check Out ENVIRONMENT OTHERS • Sierra Club • Defenders of Wildlife • Nature Conservancy • The Wilderness Society • National Audubon Society • Family Life • Operation Smile, Inc. • CARE • Americans for Prosperity • Innocence Project Inc.

263. THE STATE OF NONPROFIT DONATION PAGES STATEOFDONATIONPAGES.CO M

264. RESOURCES TRAINING Vision: Unleash the most generous generation in the history of the world. Mission: Decode what works in fundraising and make it accessible to as many nonprofits as possible. How: Perform original research, develop resources, and provide training to help organizations better understand donors, giving, and digital marketing so they can raise more money online to fund their life-changing work. RESEARCH NEXTAFTER.COM/INSTITUTE

265. PUTTING IT ALL TOGETHER.

266. What Would You Do To This Page?

268. Main Message • Little to no copy at all. • Not even transition-to- action copy

269. Leadership Institute graduates and supporters understand that political success over time is determined by the number and effectiveness of conservative activists. It’s not enough for conservatives to know good ideas, we must contend for them in the public sphere. Your donation will provide proven, comprehensive training for conservatives who want to get involved in politics. And you’ll help contend for the hearts and minds of our young people, who are too often lost to leftist bias and indoctrination on college campuses. With your help, the Leadership Institute will do everything possible to stop the slide toward socialism and head toward our founding principles of limited government, free markets, and individual liberty, and traditional social values. Main Message • Little to no copy at all. • Not even transition-to- action copy

270. Template Design • Header links • Delayed giving options • Side by side form approach • Small button approach Leadership Institute graduates and supporters understand that political success over time is determined by the number and effectiveness of conservative activists. It’s not enough for conservatives to know good ideas, we must contend for them in the public sphere. Your donation will provide proven, comprehensive training for conservatives who want to get involved in politics. And you’ll help contend for the hearts and minds of our young people, who are too often lost to leftist bias and indoctrination on college campuses. With your help, the Leadership Institute will do everything possible to stop the slide toward socialism and head toward our founding principles of limited government, free markets, and individual liberty, and traditional social values.

271. Leadership Institute graduates and supporters understand that political success over time is determined by the number and effectiveness of conservative activists. It’s not enough for conservatives to know good ideas, we must contend for them in the public sphere. Your donation will provide proven, comprehensive training for conservatives who want to get involved in politics. And you’ll help contend for the hearts and minds of our young people, who are too often lost to leftist bias and indoctrination on college campuses. With your help, the Leadership Institute will do everything possible to stop the slide toward socialism and head toward our founding principles of limited government, free markets, and individual liberty, and traditional social values. Template Design • Header links • Delayed giving options • Side by side form approach • Small button approach

277. Leadership Institute graduates and supporters understand that political success over time is determined by the number and effectiveness of conservative activists. It’s not enough for conservatives to know good ideas, we must contend for them in the public sphere. Your donation will provide proven, comprehensive training for conservatives who want to get involved in politics. And you’ll help contend for the hearts and minds of our young people, who are too often lost to leftist bias and indoctrination on college campuses. With your help, the Leadership Institute will do everything possible to stop the slide toward socialism and head toward our founding principles of limited government, free markets, and individual liberty, and traditional social values.

278. Leadership Institute graduates and supporters understand that political success over time is determined by the number and effectiveness of conservative activists. It’s not enough for conservatives to know good ideas, we must contend for them in the public sphere. Your donation will provide proven, comprehensive training for conservatives who want to get involved in politics. And you’ll help contend for the hearts and minds of our young people, who are too often lost to leftist bias and indoctrination on college campuses. With your help, the Leadership Institute will do everything possible to stop the slide toward socialism and head toward our founding principles of limited government, free markets, and individual liberty, and traditional social values. Donation Selection • Amount of options • Pre-selected default

280. Leadership Institute graduates and supporters understand that political success over time is determined by the number and effectiveness of conservative activists. It’s not enough for conservatives to know good ideas, we must contend for them in the public sphere. Your donation will provide proven, comprehensive training for conservatives who want to get involved in politics. And you’ll help contend for the hearts and minds of our young people, who are too often lost to leftist bias and indoctrination on college campuses. With your help, the Leadership Institute will do everything possible to stop the slide toward socialism and head toward our founding principles of limited government, free markets, and individual liberty, and traditional social values. Donation Selection • Amount of options • Pre-selected default

281. Leadership Institute graduates and supporters understand that political success over time is determined by the number and effectiveness of conservative activists. It’s not enough for conservatives to know good ideas, we must contend for them in the public sphere. Your donation will provide proven, comprehensive training for conservatives who want to get involved in politics. And you’ll help contend for the hearts and minds of our young people, who are too often lost to leftist bias and indoctrination on college campuses. With your help, the Leadership Institute will do everything possible to stop the slide toward socialism and head toward our founding principles of limited government, free markets, and individual liberty, and traditional social values. Personal Info Input • Required Phone • Unnecessary fields

283. Leadership Institute graduates and supporters understand that political success over time is determined by the number and effectiveness of conservative activists. It’s not enough for conservatives to know good ideas, we must contend for them in the public sphere. Your donation will provide proven, comprehensive training for conservatives who want to get involved in politics. And you’ll help contend for the hearts and minds of our young people, who are too often lost to leftist bias and indoctrination on college campuses. With your help, the Leadership Institute will do everything possible to stop the slide toward socialism and head toward our founding principles of limited government, free markets, and individual liberty, and traditional social values. Support Message • No security reinforcement • Unnecessary CAPTCHA widget

285. The End Result ORIGINAL TREATMENT135% In Donations 87% In Average Gift 340% In Revenue + =

286. YOUR TURN?

287. THANK YOU! BRADY@NEXTAFTER.COM | @BRADYJOSEPHSON | NEXTAFTER.COM

288. A SPECIAL LOOK AT RECURRING.

289. 0 20 40 60 80 100 120 140 160 Simple Value Prop First Person Other None How Are They Communicating The Recurring Option? 74% OF NONPROFITS USED A SIMPLE APPROACH TO COMMUNICATE RECURRING IN THE ONE-TIME FLOW.

290. 0 20 40 60 80 100 120 140 160 Simple Value Prop First Person Other None

291. ONLY 7% OF NONPROFITS HAD A VALUE PROPOSITION FOR WHY YOU SHOULD BECOME A RECURRING DONOR.

292. Recurring Value Proposition Examples LIKE THIS OR THIS

293. 0 20 40 60 80 100 120 140 160 Monthly No default selected One Time What Was the Default Giving Option? 11% OF ORGANIZATIONS DEFAULTED TO A MONTHLY GIFT.

294. Experiment MONTHLY DEFAULT ONE TIME DEFTAULT 56.7% In Revenue

295. 10% OF NONPROFITS HAD A PROMPT TO BECOME A MONTHLY DONOR DURING THE ONE-TIME GIVING PROCESS.

296. How Presenting The Opportunity To Make A Recurring Gift At The Moment Of A Person’s One- time Gift Transaction Affects Recurring Gift Conversion. Experiment ID: #9024 CONTROL TREATMENT 64% In Recurring Gifts THE POP-UP DIDN’T SIGNIFICANTLY IMPACT THE LIKELIHOOD OF A PERSON GIVING A ONE-TIME GIFT.

297. COGNITIVE MOMENTUM.

299. Matching Incentive for Recurring?

C4: Lean Approaches to Fundraising and How to Optimize Your Donation Page, Brady Josephson

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