The document outlines fundraising strategies for Kimbia Inc. in 2016, emphasizing the importance of tracking visitors, setting clear goals, and engaging stakeholders in brainstorming sessions. It highlights the necessity of measuring performance, conducting tests with a long-term view, and utilizing statistical analysis to validate results. Additionally, Kimbia aims to enhance the donor experience while helping organizations grow their revenue and emphasizes ongoing communication and feedback through webinars.

1. Confidential Document: Kimbia Inc. 2016
Fundraise Smarter,
Not Harder! Top 10.
@kimbiainc #kimbiawebinars

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Hello!
Miriam Kagan
Senior Fundraising Principal

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Why Work Smarter?

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Why Work Smarter?

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Fundraising
Stakeholders
Why Work Smarter?

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1. Track Your Visitors
§ Where are they coming from and what do they want
to see? And is your content positioned accordingly?
§ What is your first, second, third most visited page?
Does that page have a clear CTA to sign up/
donate/get involved?

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2. Set Goals
§ Do you have clear goals for your program(s)? And
are your tests designed to learn from/make
progress toward those goals?
• Test donation
form layout
• Test CTA on
home page
• Test Sustainer
conversion
series
• 3 Ask Array
Order Tests
Increase
Average Gift
Convert
Single Gift
Donors to
Sustainer
Increase
donation
form
conversion
rate
Acquire New
Donors

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3. It Takes a Village
§ Do you regularly hold brainstorming meetings with
stakeholders from across your organization? Do
you support an open idea environment?

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4. Know What’s Working.
It’s Not Cheating.
§ Do you have a designed resource whose job (at least part-
time) is to monitor new market trends, research, data and
learnings? Does this someone regularly check-in with peers
in the industry? Or share information organization-wide?
§ Do you track your performance compared to benchmarks?

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5. Have an Email Testing Plan
& Schedule
§ Testing should NOT be a last-minute decision.
§ The time of year, campaign, strategic goal and
audience should all be taken into consideration.
§ Do you have an email testing plan and schedule?
Something you develop ahead of time and plan a
continuous testing cycle that you can learn from?

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6. Track Performance by Segment
§ Understanding performance isn’t just by one lump
sum. Do you track performance by segment?
§ Donors vs. non donors
§ Recent vs. lapsed donors
§ Interest groups: puppies vs. kittens vs. horses
§ Do you take out major gifts when looking at
results?
Which
won?

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7. Set Up the Test
In a Measurable Way
§ Do you have clear testing parameters set up?
§ If you’re not using advanced testing techniques (like
multivariate testing), make sure you are controlling variables
in the test (one at a time) or testing the ENTIRE design.
Otherwise, how do you know what worked?
Only testing a
single variable:
color. Layout and
all other items
remain the same.

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8. Test With a Long-Term View
§ The initial results aren’t always the final word. Do
you go back an evaluate longer-term performance
of testing cohorts?

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9. Like It Or Not, We Need Math.
It Shows the Way.
§ Statistical analysis tools
will make heads and
tails out of results:
§ Did you test a large enough
volume to get a valid response
data set? (rule of thumb, at
least 40 response per group)
§ https://
www.optimizely.com/
resources/sample-size-
calculator/
§ How certain can you be that
the test results are repeatable
with a level of confidence?
(statistical significance).
§ http://getdatadriven.com/
ab-significance-test
§ Online tools can help figure all
this out!
§ BONUS TIP: an invalid results 3
times in a row is NOT a valid
test. It is just a coincidence.
NOPE. 3 times is not the
charm. There is no valid
result here.

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10. Big Brother.
You SHOULD Be
Watching.
§ Are you continually getting info on
your supporters so that you can
provide them with more relevant
content and asks that resonate
better? (doesn’t just mean surveys)
§ Demographic overlays. Lots of
info there.
§ “Hidden questions” on forms.
(that rack entry point for example).
§ Store all the info!

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Bonus Points
Does someone at your
organization have one (or more)
of the following job
descriptions/titles (or a version
thereof)?
• Strategist
• Analyst
• Data insight
• Constituent behavior
insight

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About Kimbia
Our online fundraising and crowdfunding platform, plus digital
services are built with one goal in mind: to help our customers grow
their revenue. Technology should not hinder the donor or participant
experience. It should speed and enhance it.
Our better fundraising solutions help you quickly find, convert and
retain more of your best customers and supporters, those who are
acquired online and share your mission across many channels and
continents. With Kimbia, you can focus on what matters most—your
mission, those you serve and the causes you care about. Your
success is our success!
Contact us for a demo, and you’ll see why over 19,000
organizations trust Kimbia.

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What Questions Do You Have?
We will be hosting a follow-up webinar on
March 3rd where we will provide testing
techniques based on YOUR questions!
Stay tuned for more information!

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CONTACT INFO
We love hearing from you!
https://www.kimbia.com/contact-us/
@miriamkagan
miriam@kimbia.com

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Q&A