Driving digital donations with direct mail - DMAW Data Strategy ForumBrenna Holmes
Direct mail is not dead; but not everyone has checks or stamps at home, or feels comfortable sending their credit card information through the mail via that reply device. Plus, did you know that approximately a third of your direct mail prospects Google your organization before deciding to make a gift? This session will teach you how to make your DM digital-friendly to amp up your response rate, average gift (online gifts are almost ALWAYS higher value), and create a new segment of multichannel donors.
Learning Objectives:
- How to create digital-friendly DM packages
- Search and homepage optimization for DM recipients
- Multichannel tracking, reporting and analysis
to learn more if you are a business owner: http://adzzoobusinessm.GetFoundByLocals.com
********************************************
To learn more if you would like to start a marketing agency: http://adzzoobusinessm.thinkadzzoo.com
In this presentation, two Australian Non-Profit Fundraising industry leaders, Shanelle Newton Clapham of Parachute Digital and Ashley Rose of MonDial Fundraising, talk about how charities can get the most out of the using Digital Leads they generate for Regular Giving Donor Acquisition via Telefundraising.
In this webinar, Silverpop’s Loren McDonald offers his advice for leveraging social, mobile and local “mocial” channels to integrate with and support email marketing.
Areas covered include:
- Social registrations
- Opt-in forms on Facebook pages
- Share to social
- Incorporating personality and "humanized" content to increaes engagement
- Designing emails for mobile devices
- Using mobiel apps, SMS, QR codes, tablets/iPads and check-in (Foursquare, Facebook) promotions to grow email opt-ins
Driving digital donations with direct mail - DMAW Data Strategy ForumBrenna Holmes
Direct mail is not dead; but not everyone has checks or stamps at home, or feels comfortable sending their credit card information through the mail via that reply device. Plus, did you know that approximately a third of your direct mail prospects Google your organization before deciding to make a gift? This session will teach you how to make your DM digital-friendly to amp up your response rate, average gift (online gifts are almost ALWAYS higher value), and create a new segment of multichannel donors.
Learning Objectives:
- How to create digital-friendly DM packages
- Search and homepage optimization for DM recipients
- Multichannel tracking, reporting and analysis
to learn more if you are a business owner: http://adzzoobusinessm.GetFoundByLocals.com
********************************************
To learn more if you would like to start a marketing agency: http://adzzoobusinessm.thinkadzzoo.com
In this presentation, two Australian Non-Profit Fundraising industry leaders, Shanelle Newton Clapham of Parachute Digital and Ashley Rose of MonDial Fundraising, talk about how charities can get the most out of the using Digital Leads they generate for Regular Giving Donor Acquisition via Telefundraising.
In this webinar, Silverpop’s Loren McDonald offers his advice for leveraging social, mobile and local “mocial” channels to integrate with and support email marketing.
Areas covered include:
- Social registrations
- Opt-in forms on Facebook pages
- Share to social
- Incorporating personality and "humanized" content to increaes engagement
- Designing emails for mobile devices
- Using mobiel apps, SMS, QR codes, tablets/iPads and check-in (Foursquare, Facebook) promotions to grow email opt-ins
Did you know:
17% of visitors to Charity web sites cannot find the donation page.
Up to 90% of people visiting your Non Profit donation page may be leaving without making a donation.
Optimizing your home page and donation page can lead to very large increases in online donations with no marketing spend.
Some studies, tests & results
[CauseVox] Mastering P2P for Small Nonprofits - OPT.pdfTechSoup
Peer-to-peer fundraising can be a powerful tool for small nonprofits to raise funds and increase awareness about their cause. In this webinar, Rob Wu and Jenna Notarfrancesco with CauseVoxwe share the world of peer-to-peer fundraising and provided practical tips and tools for small nonprofits to master this approach. Topics such as setting fundraising goals, recruiting engaging peer-to-peer fundraisers, creating compelling campaigns, leveraging social media, and measuring success were discussed.
Get the Most out of Your Traffic: Smart Strategies to Increase ConversionPedram Farsaii, MBA
Marketers are projected to spend over $67 BILLION in digital campaigns by the end of 2016…WOW. With that type of spending, there are seemingly no limits to driving traffic to your site. But, how do we take these visitors and better convert them in the rapidly evolving digital landscape? It’s time to re-think the traditional view of the conversion funnel:
- Why every door into your website can lead to important conversion insights.
- Better leveraging data to pinpoint weak spots of your website.
- Proven testing tactics that can help you drive more conversions!
3 steps and 7 Ways to Increase Website Conversions and SalesEsotech
How to Website increase conversions and sales. It' not just about increasing traffic, in fact that is the last step! First get your website converting existing traffic. Here's 3 Steps and 7 ways to increase conversions, re-engage past visitors, and increase traffic effectively.
DIY digital strategy, Festival del FundraisingBeate Sørum
Learn how to create your own digital strategy - one that will last for many years, and does not have to change with the latest fad. One that will make sure you actually achieve some of your organisation's goals.
Finding the perfect donor match for your charity is hard, even with all the best online targeting. So when you do find a donor who cares about your organisation and cause, you need to onboard them with a digital donor journey to make them feel loved and special.
Decisions. Better Integrated Destination Marketing. Bob Hoot
A presentation to the Wisconsin Association of Convention & Visitors Bureaus by Bob Hoot and Bill Kennedy on May 17, 2013. All CVBs have website, a social media presence and most produce a visitors guide. This presentation asks if the efforts are effective and applies some basic metrics and evaluations to the efforts. All the media channels must be utilizes to their advantage and coordinated for maximum impact.
Did you know:
17% of visitors to Charity web sites cannot find the donation page.
Up to 90% of people visiting your Non Profit donation page may be leaving without making a donation.
Optimizing your home page and donation page can lead to very large increases in online donations with no marketing spend.
Some studies, tests & results
[CauseVox] Mastering P2P for Small Nonprofits - OPT.pdfTechSoup
Peer-to-peer fundraising can be a powerful tool for small nonprofits to raise funds and increase awareness about their cause. In this webinar, Rob Wu and Jenna Notarfrancesco with CauseVoxwe share the world of peer-to-peer fundraising and provided practical tips and tools for small nonprofits to master this approach. Topics such as setting fundraising goals, recruiting engaging peer-to-peer fundraisers, creating compelling campaigns, leveraging social media, and measuring success were discussed.
Get the Most out of Your Traffic: Smart Strategies to Increase ConversionPedram Farsaii, MBA
Marketers are projected to spend over $67 BILLION in digital campaigns by the end of 2016…WOW. With that type of spending, there are seemingly no limits to driving traffic to your site. But, how do we take these visitors and better convert them in the rapidly evolving digital landscape? It’s time to re-think the traditional view of the conversion funnel:
- Why every door into your website can lead to important conversion insights.
- Better leveraging data to pinpoint weak spots of your website.
- Proven testing tactics that can help you drive more conversions!
3 steps and 7 Ways to Increase Website Conversions and SalesEsotech
How to Website increase conversions and sales. It' not just about increasing traffic, in fact that is the last step! First get your website converting existing traffic. Here's 3 Steps and 7 ways to increase conversions, re-engage past visitors, and increase traffic effectively.
DIY digital strategy, Festival del FundraisingBeate Sørum
Learn how to create your own digital strategy - one that will last for many years, and does not have to change with the latest fad. One that will make sure you actually achieve some of your organisation's goals.
Finding the perfect donor match for your charity is hard, even with all the best online targeting. So when you do find a donor who cares about your organisation and cause, you need to onboard them with a digital donor journey to make them feel loved and special.
Decisions. Better Integrated Destination Marketing. Bob Hoot
A presentation to the Wisconsin Association of Convention & Visitors Bureaus by Bob Hoot and Bill Kennedy on May 17, 2013. All CVBs have website, a social media presence and most produce a visitors guide. This presentation asks if the efforts are effective and applies some basic metrics and evaluations to the efforts. All the media channels must be utilizes to their advantage and coordinated for maximum impact.
CONTENT MARKETING INSIGHTS FOR THE HOLIDAYSOutbrain
Summer is (sadly) coming to an end, but that doesn't mean it's getting cooler in the content marketing world.
In fact, our platform is red hot with big brands and small businesses alike launching holiday related content campaigns to get in front of shoppers as soon as possible.
They know from previous years how the best ROI comes from a holistic media mix that incorporates content promotion and continuous testing.
Join Keith Pepper, our VP of Account Strategy, on Wednesday, September 30th for a deep dive into online holiday shopping behavior and how to bring prospective customers down the sales funnel with content.
This webinar will cover:
- What's happening in the holiday marketplace
- Holiday content consumption trends across verticals
- Key upcoming dates you need to know
- How to prepare your content and Outbrain campaigns for holiday success
We’re going to cover best practices that top brands use to drive referrals and customer acquisition:
The following best practice examples come from companies that actually sell something. !
People always ask: “How do I get more referrals?” ! That’s easy. ! Focus on two things that really move the needle. ! User participation & Optimization
Again, two things really ‘move the needle’ for referral program performance. User Participation Optimization
User Participation Location matters
Homepage & Navigation Best practices: ! • Site-wide • Highly visible (upper-le#)
Order Confirmation Page Best practices: ! • Pop-up overlay • Varied offers
User Account Page Best practices: ! • Embedded • On button click - if you have to • PURLs
Stand Alone Referral Page Promote / drive traffic from: ! • Homepage & Navigation • Dedicated email blasts • Trigger emails & newsletters • Social following • Customer service follow up • Email signature
Dedicated Email Blasts Best practices: ! • Single call to action • Clear offer • Schedule (monthly / quarterly)
Your ‘reach’ may be bigger than you think…
Optimization Increase sharing rates and referral conversion rates
What to measure Shares ! Widget Impressions ! = Sharing Rate Conversions ! Referral Visits ! = Referral Conversion Rate Referral Visits
Sharing Rate - optimize call to action Best practices: ! • Clear call to action • What’s in it for them • What their friends get (if double-sided) • Address book importing
Sharing Rate - optimize design + 42% sharing rate • Red, italic headline • Background image
A B C • Purple bracelets • Green bracelets • “Expires in 24 hours!” • Woman on beach • “Expires in 24 hours!” + 35% Gain
Doubled referral visits and referral sales
Welcome overlay • Friend incentive • Email capture • Reveal code
Session-based • Dynamic message
Dedicated landing page • No distractions
1 Offers for sharer & friend 2 Calls to action for sharer & friend 3 Shared content (copy & images) 4 Shared email subject line Elements for testing 5 Referred visitor experience
Calls to Action - quick tips Tip 1: Verb + What’s in it for me? Tip 2: “I want to ___________.” • Get $10 in store credit. • Get a free month. • Give $10, Get $10 • Share and earn $10
Referral Benchmarks How are you doing?
Sharing
Referral Visits
Referred Visitors
Cost Per Acquisition CPA
Revenue Lift
Examples of Campaign Metrics Example companies by size
Where to start optimizing (30 day snapshot - 3 companies) a Rockin’ b Work on sharing rate c Work on conversion rate
Party Foul ! The biggest mistake people make . . .
Don’t force a login or registration 90% drop off!
Recap Follow best practices and avoid common pitfalls.
Future Glance: CRO as part of a multi-channel brand strategy to boost convers...cloud.IQ
Today just 2% of visits to a website result in a sale. According to Forrester, for every $100 spent driving traffic to an ecommerce site, just $1 is spent on converting prospects to customers. This webinar presents a very strong case as to why ecommerce brands should now shift their focus to customer conversion.
Watch the webinar and discover how you can leverage very recent advancements in technology to improve customer conversion and significantly increase online revenue, in a way that requires much less cost and effort than ever before. As even the smallest increase in conversion rate can result in a significant increase in revenue, a focus on conversion rate optimisation (CRO) makes financial sense.
You will also learn how an effective CRO strategy can enhance a multi-channel experience when integrated in the most effective way. Designed for ecommerce brands looking to leverage the latest in digital thinking and technology, this webinar presented by ecommerce conversion experts cloud.IQ together with strategic digital marketing agency McCANN Connected will provide you with the complete picture.
Don't miss expert strategic insights, best practice tips and techniques as well as brand case studies that illustrate how you can increase online revenue by up to 12% using the approach presented.
Essential learnings:
Effective CRO integration as part of a multi-channel brand experience
How to optimise the entire customer journey to purchase
The value of a real-time automated and personalised approach
You had me at Hello: 7 mostly not crazy ideas to make sure you’re making the most of new supporter relationships
So you've got a bunch of new names from somewhere...Facebook, a contest, a progressive social action network, (ahem) Care2. Now what?
Well, you could start with "hello." Or, actually, anything. Kinda nuts, but sometimes it can take organizations too long to make any sort of proper introduction. And then your new joins are all like "who are these people?" when you finally send that renewal or call to action. But never fear! We have all kinds of smart, easy, and even automated tactics and techniques to let your newest list members know how glad you are to meet them.
Watch this AWESOME webinar with Madeline Stanionis (principal at M+R) and Justin Perkins (Senior Director Brand Engagement and Business Development at Care2) to learn about the best way to handle all of that acquisition you're bound to do in 2015. You'll learn about various case studies and walk away with cold-hard-tactics to make sure your ROI is astronomical (or at least, you know, positive).
10+ tips on how to improve your sales results in 7 daysDivante
What are the success factors in big e-Commerce companies?
Didi you know that 85% of online shoppers start a purchase on one device and finish on another?
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
3. San
Diego,
We
Have
a
Problem
Don't
Make
Me
Think!
• Logic
doesn't
match
à
cogni3ve
barrier
to
comple3ng
intended
ac3on
of
dona3ng
• Asking
you
to
make
a
decision
about
how
you
wanted
to
pay
–
before
you're
ready
to
pay
4. Words
vs
Numbers
vs
Feelings
User
experience
blah
blah
blah
Exit
Rate
from
Give
Now
landing
page
55%
42%
57%
45%
54%
57%
Flickr/Dave
Ru#y
Feb-‐2012
Mar-‐2012
Apr-‐2012
Jun-‐2012
Aug-‐2012
Sep-‐2012
FM
TV
FM
TV
TV
TV
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
5. Give
Now
Landing
Page
Aug.
4-‐Sept.
23,
2012
Pageviews
• 3,474
Con3nued
on
to
another
page
• 1,534
Exits
• 1,940
56%
exited
6. FM
Campaigns
Have
Be#er
Exit
Rates
Give
Now
Landing
Page
Average
Exit
Rate
56%
44%
FM
Campaign
TV
Campaign
• Demographics
–
younger
vs.
older
• Difference
in
messaging
–
specific
premiums
vs.
general
KPBS
support
7. Average
Time
on
Page
0:00:53
It
took
nearly
a
minute
to
decide
what
to
do
9. What
The
Experts
Say
• "Our
tes3ng
shows
that
you'll
bring
in
more
revenue
during
pledge
drives
if
you
skip
over
this
support
landing
page
and
send
users
directly
to
the
pledge
form."
10. Fewer
Steps
=
More
$
• "...A
proven
rule
of
thumb
from
the
for-‐profit
world:
If
you're
trying
to
get
users
to
give
you
money,
fewer
steps
in
the
process
translates
into
a
higher
conversion
rate.
The
fewer
pages
in
the
funnel,
the
more
people
end
up
finishing."
12. Aker
• Two
op3ons:
– Monthly
– One-‐Time
• Sustaining
clearly
labeled
• Quicker
decision:
do
you
want
to
support
us
on
an
ongoing
basis,
or
just
once?
Average
Time
on
Page
Cut
Nearly
in
Half
• Less
confusion
to
32
seconds
13. • Moved
decision
points
about
credit
card
vs.
bank
account,
and
gik
or
no
gik,
further
down
in
the
process
Landing
page
Convio
Sustainers
form
-‐
credit
card
EFT
Sustainers
form
-‐
bank
account
Convio
One-‐Time
w/
GiJ
e-‐commerce
Convio
One-‐Time
w/o
GiJ
form
14. High
Exit
Rate
à
Less
Money
Low
Exit
Rate
à
More
Money
Radio
TV
50%
45%
$350.0
k
Exit
Rate
40%
$
Raised
Online
35%
30%
$300.0
k
$250.0
k
15%
50%
$200.0
k
Exit
Rate
$
Raised
Online
$140.0
k
40%
$120.0
k
30%
$150.0
k
$
Raised
Online
$100.0
k
10%
Exit
Rate
5%
0%
$50.0
k
$0.0
k
Apr-‐12
$
Raised
Online
Oct-‐12
Exit
Rate
$180.0
k
$160.0
k
$200.0
k
25%
20%
60%
$
Raised
Online
$100.0
k
$80.0
k
Exit
Rate
20%
$60.0
k
$40.0
k
10%
$20.0
k
0%
$0.0
k
Mar-‐12
$
Raised
Online
Dec-‐12
Exit
Rate
16. 11%
45%
Exit
3,000
4,700
Unique
pageviews
Unique
pageviews
$300k
$155k
April
Radio
Campaign
October
Radio
17. What
If
Page
Had
Stayed
Same?
• October
campaign
– Same
#
pageviews
– But
45%
exit
– And
41%
comple3on
4,700
Unique
pageviews
45%
Exit
• à
$247k
instead
of
$300k
$247k
à
$53k
less
October
Radio
@
April
Rates
18. 23%
Exit
4,000
Unique
pageviews
55%
Exit
2,600
Unique
pageviews
$190k
$109k
March
TV
Campaign
December
TV
19. What
If
Page
Had
Stayed
Same?
4,000
Unique
pageviews
• December
campaign
– Same
#
pageviews
– But
55%
exit
– And
27%
comple3on
55%
Exit
• à
$159k
instead
of
$190k
$159k
à
$31k
less
December
TV
@
March
Rates
20. More
Sustaining
Dollars
Given
Online!
Radio
TV
DonaNon
Value
Over
12
Months
$234k
$68k
$38k
$77k
$69k
$39k
$50k
$45k
$38k
$36k
$55k
$14k
One-‐Time
w/
Gik
One-‐Time
w/o
Gik
Sustaining
(Credit)
One-‐Time
w/
Gik
One-‐Time
w/o
Gik
Sustaining
(Credit)
April
Radio
Campaign
March
TV
Campaign
October
Radio
Campaign
December
TV
Campaign
21. For
TV
Campaign,
Online
Sustaining
Giks
Increased
the
Most
259%
173%
One-‐Time
w/
Gik
One-‐Time
w/o
Gik
Sustaining
(Credit)
-‐19%
• One-‐Time
with
Gik
went
down...
But
Sustaining
went
way
up
– We
effec3vely
reduced
the
number
of
people
going
to
the
more
expensive,
less-‐
op3mal
op3on
(e-‐
commerce
model)
– We
simplified
the
choices,
and
made
it
easier
for
our
TV
audience
to
support
us
in
an
ongoing
manner
22. What
Does
That
Mean?
• We
made
it
much
easier
for
our
older
TV
audience
to
give
us
money,
so
we
saw
drama3c
increases
• Our
radio
audience
already
knew
how
to
give
us
money
online
–
so
the
changes
were
more
incremental
23. EVEN
THOUGH
THE
SIZE
OF
THE
AVERAGE
ONLINE
GIFT
WENT
DOWN...
24. ...
We
Brought
In
More
TOTAL
Dollars
Online
...
• ...
Because
more
people
successfully
completed
their
donaNons
online,
thanks
to
an
easier-‐to-‐use
landing
page
– Fewer
people
lek
the
landing
page
out
of
confusion
(lower
exit
rate)
– More
people
went
on
to
dona3on
pages
– AND
more
people
went
to
the
Sustainers
form!
25. Lessons
Learned
• Our
needs
/
goals
(more
bank
sustainers)
shouldn't
drive
our
design
decisions.
Our
users'
goals
should
drive
them.
What
do
our
would-‐be
donors
want
to
do?
SUPPORT
US
and
GIVE
US
MONEY.
Lead
them
down
that
path.
Make
it
as
easy
as
possible.