Packed with digital fundraising, membership and lead-gen dos & don’ts, and ROI-driven ideas, this session will inspire your 2015 digital campaigns and supercharge your results. RedEngine Digital will highlight case studies from Special Olympics and other nonprofits and associations that will stimulate new ideas and deliver best-practice takeaways. Twitter: @redengine | @DMANF Liz Murphy Founder RedEngine Digital Olga Woltman Director, Online Giving Special Olympics Rosa Del Angel VP of Strategy and Client Services RedEngine Digital Twitter: @rdelangel

1. The Joys and
Failures of
the Holiday
Season
What Worked, What Didn’t in
Digital and Integrated
Fundraising
• Olga Woltman, Director, Online
Giving, Special Olympics
• Liz Murphy, Founder, RedEngine
Digital
• Rosa Del Angel, VP of Strategy,
RedEngine Digital

2. Let me be brave
in the attempt.
Special Olympics’ Athlete Oath
Let me win.
But if I cannot win,
CreativeCommonsspecial_olympics_2byLovin'Scoopful

3. Develop a story arc and cascading offers
Have more than one way of asking
Mission is important!
What is your year-end story?

4. Do present your offer to appeal
to different audiences and
motivations

5. • Wanted to do
something special to
help stand out in the
age of special offers
and flash sales
• Leveraged existing
resources
• Why $55 donation????
Do leverage #GivingTuesday

6. • Incremental –
different budget
• Targeted
segments
Do offer Holiday gifts

7. Match preview to loyal match donors
Featured across all offline and digital channels
– Mail, Email, Web, Social Media, Search, Display
Extending the match in the last few days of the
year
– A reason to go to donors who already gave
– Increased urgency and another messaging point
Do find different ways to
maximize revenue from a match

8. Do test a special
flash offer like a
Matching Gift
New one-day only
triple match
generated 16 times
more revenue in
Giving Tuesday
2014 compared to
2013.

9. Do test a premium
Which premium
generated twice the
number of
conversions among
non-donors?

10. Don’t put all your eggs in one
basket –test your landing page
Visitors sent to the
splash page were
47% more likely to
donate and had an
average gift $69
higher than visitors
sent straight to the
donation form

11. Don’t put all your eggs in one
basket and –test your landing page
New landing page
raised 42% more
revenue, 39% higher
avg. gift and 2.28%
increase in
conversion rate

12. Do test your donation forms

13. And don’t forget responsive
forms
A responsive form could increase mobile
revenue during EOY significantly
We have seen increases in revenue
ranging from 170% - 400% in revenue
from mobile users using a responsive
form!

14. Do test your lightbox

15. Do test your subject line
A. “Giving Tuesday:
Your Gift Can Be
Tripled!”
B. “HURRY! Three-
for-One Offer Ends
Today”

16. Do test send date
50% of emails were sent
on Thursday 12/18
Remaining 50% were sent
Wednesday 12/24, right
before Christmas
12/18 email send brought
in almost 3x more
revenue

17. What will be the measure of success?
Just as important as what to test, what to test
against?
Removed bias – no match, the same subject line
Results: virtually no difference... BUT match had
better response and higher average than either
message
Do develop a testing plan

19. Do test your lightbox – photo test
A B
C D

20. AMOUNT TESTED
Lightbox A 25,50,100,250
Lightbox B 35,50,100,250
Lightbox C 50,100,250,500
Do test your lightbox – ask string

21. • Control had better conversion and more gifts
• Match had higher average, but once we adjusted for an
outlier, higher average was not enough to offset higher
conversion rate
Do test your lightbox – headline

22. Do test your lightbox

23. Don’t forget to test against your
control
CONTROL | VARIANT (DOLLAR HANDLES)

24. Don’t forget that your copy
matters in search. Include
urgency and value proposition in
your copy

25. Don’t forget to test your ad
creative – image test

26. Don’t forget to test your ad
creative – creative concept

27. Don’t forget to test your ad
creative – static vs. flash

28. Do use site links in search ads
Google recommends
using sitelinks to help
boost an ad’s quality
score, thus improving
position & lowering CPC
Adding sitelinks boosts
the average CTR on an
ad by 10-20% (+20-50%
when the search is one
of your branded terms).

29. Do set a budget for new tactics &
test them

30. Do use multiple tactics to achieve
compounding benefits
Metric Baseline
Landing Page Visits
(Annual)
400,000
Conversion Rate 1.5%
Donations to Landing
Page Visitors
6,000
Average Order Value $160
Landing Page Revenue $960,000
Expected Revenue Lift $0
Impact of
Search
Marketing
440,000
1.5%
6,600
$160
$1,056,000
$96,000
Impact of
Conversion
Optimization
400,000
1.8%
7,200
$176
$1,267,200
$307,200
Impact of Search
Marketing +
Conversion
Optimization
440,000
1.8%
7,920
$176
$1,393,920
$433,920

31. Do test integration across
different channels
Strategy: Tested non-donor and
donor direct mail recipients who were
exposed to Facebook ads against
direct mail recipients who were not
exposed to Facebook ads
Results: For non-donors, FB ads
lifted avg gift in mail by nearly 20%
and generated 21% more revenue
than DM group who did not see ads.
For donors, FB ads generated 153%
ROI with online gifts, plus small avg
gift increase in mail.

32. Do test integration across
different channels

33. • Start early!
• Activated around #GivingTuesday to maximize the impact
with participants posting and messaging on the same day
• Provided with sample messages/toolkits but adapting
messages to the audience
• Setting expectations – you are unlikely to see a huge ‘click-
donate’ revenue bump but ambient impact matters
• Impact beyond the one-day engagement
• Coordinate, coordinate, coordinate!
“They are not sitting and waiting for your next request”
• Ask for feedback and to report on what was done
Do amplify your message

37. Thank you!
DMA Nonprofit Federation
@DMANF
linkedin.com/groups?gid=1845988
• Olga Woltman, Director, Online Giving, Special Olympics
o owoltman@specialolympics.org
• Liz Murphy, Founder, RedEngine Digital
o liz@redenginedigital.com
o Twitter: @lizred @redengine
o Phone: 571-858-3729
• Rosa Del Angel, VP of Strategy, RedEngine Digital
• rosa@redenginedigital.com
• Twitter: @rdelangel