OPTIMIZE YOUR YEAR-END FUNDRAISING WITH 5 PROVEN TIPS
•
3 likes•1,813 views
With so much communication happening between family, friends, businesses, and organizations – we can’t rely on the same old year-end fundraising practices to grow our year-end revenue. In this webinar, Brady Josephson will walk you everything we’ve learned about year-end fundraising, and share key fundraising techniques that will help you cut through the clutter and grow your year-end revenue. In this webinar you’ll learn: - Some of the best days and times to send their emails to stand out in the overcrowded inboxes. - How to send highly relevant emails that will get opened and help raise more money in December - How to create high converting, year-end donation pages to make the most of this high traffic season.
Recommended
Recommended
More Related Content
Similar to OPTIMIZE YOUR YEAR-END FUNDRAISING WITH 5 PROVEN TIPS
Similar to OPTIMIZE YOUR YEAR-END FUNDRAISING WITH 5 PROVEN TIPS (20)
More from TechSoup Canada
More from TechSoup Canada (20)
Recently uploaded
Recently uploaded (20)
OPTIMIZE YOUR YEAR-END FUNDRAISING WITH 5 PROVEN TIPS
- 1. CUTING THROUGH THE CLUTTER HOW TO OPTIMIZE YOUR YEAR END FUNDRAISING
- 2. Quick Housekeeping • Write things down (anything and everything) • You’ll get the slides • Ask a lot of questions • brady@nextafter.com and @bradyjosephson • Not talking about direct mail (well not really) • Focus on the concepts and ideas that can help you • Try, test, and experiment for yourself • More free resources you can access • eBooks, webinars, and an online course
- 3. Quick Housekeeping • Write things down (anything and everything) • You’ll get the slides • Ask a lot of questions • brady@nextafter.com and @bradyjosephson • Not talking about direct mail (well not really) • Focus on the concepts and ideas that can help you • Try, test, and experiment for yourself • More free resources you can access • eBooks, webinars, and an online course
- 4. Quick Housekeeping • Write things down (anything and everything) • You’ll get the slides • Ask a lot of questions • brady@nextafter.com and @bradyjosephson • Not talking about direct mail (well not really) • Focus on the concepts and ideas that can help you • Try, test, and experiment for yourself • More free resources you can access • eBooks, webinars, and an online course
- 5. Quick Housekeeping • Write things down (anything and everything) • You’ll get the slides • Ask a lot of questions • brady@nextafter.com and @bradyjosephson • Not talking about direct mail (well not really) • Focus on the concepts and ideas that can help you • Try, test, and experiment for yourself • More free resources you can access • eBooks, webinars, and an online course
- 6. Quick Housekeeping • Write things down (anything and everything) • You’ll get the slides • Ask a lot of questions • brady@nextafter.com and @bradyjosephson • Not talking about direct mail (well not really) • Focus on the concepts and ideas that can help you • Try, test, and experiment for yourself • More free resources you can access • eBooks, webinars, and an online course
- 7. Quick Housekeeping • Write things down (anything and everything) • You’ll get the slides • Ask a lot of questions • brady@nextafter.com and @bradyjosephson • Not talking about direct mail (well not really) • Focus on the concepts and ideas that can help you • Try, test, and experiment for yourself • More free resources you can access • eBooks, webinars, and an online course
- 10. EGGNOG! CANADIANS BUY 5.2 MILLION LITRES OF EGGNOG IN THE MONTH OF DECEMBER. Source: statcan.gc.ca
- 12. PARTY TIME! 78.9% OF US WILL ATTEND AT LEAST 1 HOLIDAY PARTY THIS DECEMBER. Source: AYTM Market Research
- 14. MICHAEL BUBLE! THE AVERAGE CANADIAN WILL HEAR 26.4 HOURS OF MICHAEL BUBLE IN DECEMBER. Source: …
- 16. SPAM!We will each receive an average of 12,896 commercial emails this December. EATING SPAM! WE WILL EACH RECEIVE AN AVERAGE OF 3,630 EMAILS THIS DECEMBER. Source: DMR
- 17. AT THIS VERY BUSY TIME OF THE YEAR HOW CAN YOU CUT THROUGH THE CLUTTER?
- 18. GOAL: By the end of this webinar you will understand 5 ways you can cut through the clutter with your year end fundraising campaign and get other 8 proven techniques you can use to improve your results.
- 19. BUT FIRST, LET’S LOOK AT SOME (AMERICAN) DATA…
- 20. CALENDAR YEAR END (CYE): November 15 through December 31 Key Timeframes & Dates: • December • #GivingTuesday • December 24, 25, & 26 • December 29, 30, & 31
- 21. 31% OF TOTAL ANNUA GIVING OCCURS IN TH OF DECEMBER.
- 22. 31% OF TOTAL ANNUAL ONLINE GIVING OCCURS IN THE MONTH OF DECEMBER.
- 23. CALENDAR YEAR END (CYE) GIVING BENCHMARKS BE CHMARKS• 18 nonprofit organizations • Advocacy • Child Welfare • Faith-Based • Health & Human Services • Higher Education • Public Policy • 2017 Online Revenue Data (Jan-Dec) • $88,938,261 in total revenue • All Data from Google Analytics
- 24. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 PERCENT OF ANNUAL ONLINE REVENUE IN DECEMBER 30.7% is the average30.7% BE CHMARKS
- 25. BE CHMARKSTHERE IS A PATTERNIN THE DATA.THERE IS A CLEAR PATTERN IN THE DATA.
- 26. The Year-End Revenue Curve $- $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 $350,000 $400,000 $450,000
- 27. $- $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 $350,000 $400,000 $450,000 The Year-End Revenue Curve 2.9% OF CYE REVENUE COMES ON #GIVINGTUESDAY.
- 28. 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Giving Tuesday % of Total YE Revenue 2.9% 2.9% is the average share of CYE revenue. BE CHMARKS
- 29. 3.8% is the average share of CYE revenue. BE CHMARKS 0.1% 12.3% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Giving Tuesday % of Total 3.8% 2016
- 31. The Year-End Revenue Curve $- $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 $350,000 $400,000 $450,000 11-15-2016 11-16-2016 11-17-2016 11-18-2016 11-19-2016 11-20-2016 11-21-2016 11-22-2016 11-23-2016 11-24-2016 11-25-2016 11-26-2016 11-27-2016 11-28-2016 11-29-2016 11-30-2016 12-1-2016 12-2-2016 12-3-2016 12-4-2016 12-5-2016 12-6-2016 12-7-2016 12-8-2016 12-9-2016 12-10-2016 12-11-2016 12-12-2016 12-13-2016 12-14-2016 12-15-2016 12-16-2016 12-17-2016 12-18-2016 12-19-2016 12-20-2016 12-21-2016 12-22-2016 12-23-2016 12-24-2016 12-25-2016 12-26-2016 12-27-2016 12-28-2016 12-29-2016 12-30-2016 12-31-2016
- 33. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Last Week % of Total YE Revenue 46% 46% is the average share of CYE revenue attributed to the last week of the year. BE CHMARKS
- 34. 70.8% 17.4% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Last Week % of Total 48.7% 2016 48.7% is the average share of CYE revenue attributed to the last week of the year. BE CHMARKS
- 36. 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Last Day % of Total YE Revenue 16.1% 16.1% is the average share of CYE revenue attributed to the last day of the year. BE CHMARKS
- 37. 40.0% 6.0% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Last Day % of Total 20% 2016 20% is the average share of CYE revenue attributed to the last day of the year. BE CHMARKS
- 39. SO WHAT? WHAT DO I DO?
- 40. • Simulated Donor Inbox for December • Received 17,263 unique emails from 151 of the largest nonprofit organizations • Looking for answers to the following questions: • What are the best days to send? • When is the best time to start a year-end campaign • How many emails should we send? • When is the best time to send? • What should my email say? Way Back in 2014…
- 41. • Simulated Donor Inbox for December • Will analyze emails from 152 charities across Canada • Looking for answers to the following questions: • What are the best days to send? • When is the best time to start a year-end campaign • How many emails should we send? • When is the best time to send? • What should my email say? Coming in 2019…
- 42. 152 ORGANIZATIONS. 921 LANDING PAGES. 1,234 EMAILS. 3 AREAS. 1 BIG A$$ STUDY.
- 43. PLEASE DOWNLOAD OR MY WIFE WILL BE TICKED OFF. BIT.LY/CANADIANSCORECARD
- 44. 5 TIPS TO TRY AND CUT THROUGH THE CLUTTER.
- 45. TIP #1 TRY SENDING EMAILS ON THE WEEKENDS.
- 47. WHAT ARE THE BEST DAYS TO SEND?
- 48. Weekends Have Lower Send Volumes Weekend 2013 Weekend
- 49. Weekends Still Remain An Opportunity 0 20 40 60 80 100 120 140 160 180 200 1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031 Day of the Month in December 0 50 100 150 200 250 300 350 400 1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031 EmailsReceived Day of the Month in December Weekend 20172016 Weekend
- 50. “KEEP YOUR EYE CLEAR AND HIT 'EM WHERE THEY AIN'T; THAT'S ALL” - WILLIE KEELER
- 51. $50.00 $53.10 $51.09 $62.12 $73.56 $80.88 $104.29 $0 $20 $40 $60 $80 $100 $120 M onday Tuesday W ednesday Thursday Friday Saturday Sunday Up to 50% higher average gift on emails sent on the weekend. I SIGHT
- 52. TIP #1 TRY SENDING EMAILS ON THE WEEKENDS.
- 53. TIP #2 MAKE DECEMBER 31st A PRIORITY OVER #GIVINGTUESDAY.
- 54. I’M NOT SAYING DON’T DO #GIVINGTUESDAY. I AM SAYING MAKE DECEMBER 31st PRIORITY #1.
- 56. Source: DataKind, GivingTuesday Report, 2017
- 57. I’M NOT SAYING DON’T DO #GIVINGTUESDAY. I AM SAYING MAKE DECEMBER 31st PRIORITY #1.
- 58. Source: DataKind, GivingTuesday Report, 2017
- 59. 29% More Emails Received On #GivingTuesday Than December 31 0 50 100 150 200 250 300 11-2811-2911-30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Day of the Month in December Last Day of the Year #GivingTuesday
- 60. 790% Average percent additional revenue generated on 12/31 compared to #GivingTuesday.
- 61. 790% Average percent additional revenue generated on 12/31 compared to #GivingTuesday. BE CHMARKS
- 62. TIP #2 MAKE DECEMBER 31st A PRIORITY OVER #GIVINGTUESDAY.
- 63. TIP #3 TRY SENDING MORE EMAILS.
- 64. HOW MANY EMAILS SHOULD YOU SEND?
- 65. Total Emails Received in December 0 5 10 15 20 25 30 35 40 45 50 TotalEmailsSentinDecember
- 66. 4.5% Of Organizations Sent ZERO Emails In December 0 5 10 15 20 25 30 35 40 45 50 TotalEmailsSentinDecember
- 67. 17% Sent MORE Than 10 Emails In December 0 5 10 15 20 25 30 35 40 45 50 TotalEmailsSentinDecember
- 68. Most Organizations Send 6 Emails In December 0 5 10 15 20 25 30 35 40 45 50 TotalEmailsSentinDecember Average = 6
- 69. 10 JAN Our Typical Starting Point… Survey Em ail Thanksgiving Em ail Pre-Giving Tuesday Giving Tuesday Em ails M ain YE Overview Ask Testim onial pass-along Free offer Thisyear’saccom plishm ents w/soft ask w/soft ask No ask Instant donate confirm page 1 w/free offer, 1 w/hard ask Board m em ber acknowledge w/ hard ask Happy Christm as / Holiday No ask No askNo ask Hard ask Daysleft vision casting Dec. 30 Urgency Em ail Hard ask Last Day Urgency Em ails (2) Hard ask AM and PM W e did it! No ask 15 NOV M atch announcem ent?
- 70. 10 JAN My Suggested Minimum… Survey Em ail Thanksgiving Em ail Pre-Giving Tuesday Giving Tuesday Em ails M ain YE Overview Ask Testim onial pass-along Free offer This year’s accom plishm ents w/soft ask w/soft ask No ask Instant donate confirm page 1 w/free offer, 1 w/hard ask Board m em ber acknowledge w/ hard ask Happy Christm as / Holiday No ask No askNo ask Hard ask Daysleft vision casting Dec. 30 Urgency Em ail Hard ask Last Day Urgency Em ails (2) Hard ask AM and PM W e did it! No ask 15 NOV M atch announcem ent?
- 71. SPAM!We will each receive an average of 12,896 commercial emails this December. REMEMBER… YOUR DONORS WILL EACH RECEIVE AT LEAST AN AVERAGE OF 3,630 EMAILS THIS DECEMBER. Source: ReturnPath
- 72. Find The Sweet Spot For You AND Your Donors 0 5 10 15 20 25 30 35 40 45 50 TotalEmailsSentinDecember SENDING CRAPPY, IMPERSONAL, IRRELEVANT EMAILS IS ALWAYS BAD.
- 73. TIP #3 TRY SENDING MORE EMAILS.
- 74. TIP #4 TRY SENDING EMAILS THAT LOOK AND FEEL LIKE THEY ARE FROM A REAL PERSON.
- 75. WHY?
- 76. WHY? YOU CAN GET MORE OPENS.
- 77. Experiment #8010 VERSION A VERSION B 28% In Email Opens
- 78. Experiment #5930 A B 18% In Email Opens
- 79. Experiments #3334 & #3326 9.1% Email Opens 20.7% In Email Clicks A B
- 80. WHY? YOU CAN GET MORE DONATIONS.
- 82. Analyzing the Winner ORIGINAL TREATMENT • While the original certainly wasn’t ’fancy’ it still looked and felt like a marketing message whereas the treatment looked and felt a bit more personal
- 84. Look Closer CONTROL TREATMENT • Logo placement reduced
- 85. Look Closer CONTROL TREATMENT • Call to action button moved to text/link
- 86. Look Closer CONTROL TREATMENT • More personal and relevant salutation
- 87. Look Closer CONTROL TREATMENT • More human sounding introduction to the campaign
- 88. Look Closer CONTROL TREATMENT • Logo placement reduced • Call to action button moved to text/link • More personal and relevant salutation • More human sounding introduction to the campaign 145.5% DONATIONS
- 89. WHY? YOU CAN STAND OUT FROM OTHERS.
- 90. Who Is The Email Sent From?
- 91. Does the Email Look Like a Personal Solicitation?
- 92. PEOPLE GIVE TO PEOPLE, NOT EMAIL MARKETING MACHINES.
- 93. TIP #4 TRY SENDING EMAILS THAT LOOK AND FEEL LIKE THEY ARE FROM A REAL PERSON.
- 94. TIP #5 TRY SENDING EMAILS AT OFF-PEAK HOURS.
- 95. WHEN IS THE BEST TIME TO SEND?
- 96. Everyone Is Sending At The Same Time. 12:AM 1:AM 2:AM 3:AM 4:AM 5:AM 6:AM 7:AM 8:AM 9:AM 10:AM 11:AM 12:PM 1:PM 2:PM 3:PM 4:PM 5:PM 6:PM 7:PM 8:PM 9:PM 10:PM 11:PM Sun Mon Tue Wed Thu Fri Sat
- 97. 12:AM 1:AM 2:AM 3:AM 4:AM 5:AM 6:AM 7:AM 8:AM 9:AM 10:AM 11:AM 12:PM 1:PM 2:PM 3:PM 4:PM 5:PM 6:PM 7:PM 8:PM 9:PM 10:PM 11:PM Sun Mon Tue Wed Thu Fri Sat Tue - Fri Is The Heaviest From 7am – Noon.
- 98. Early Morning, Afternoon And Evening Are Less Crowded 12:AM 1:AM 2:AM 3:AM 4:AM 5:AM 6:AM 7:AM 8:AM 9:AM 10:AM 11:AM 12:PM 1:PM 2:PM 3:PM 4:PM 5:PM 6:PM 7:PM 8:PM 9:PM 10:PM 11:PM Sun Mon Tue Wed Thu Fri Sat
- 99. TIP #5 TRY SENDING EMAILS AT OFF-PEAK HOURS.
- 100. 5 Tips to Try and Cut Through the Clutter 1. Try sending emails on the weekends 2. Make December 31st a priority over #GivingTuesday 3. Try sending more emails 4. Try sending emails that look and feel like they are from a real person 5. Try sending emails on off-peak hours
- 101. 8 OTHER IDEAS FROM THE FUNDRAISING RESEARCH LAB
- 102. Combines the perpetual learning of a marketing and fundraising Research Lab with the practical application of a Consultancy: • 1,200+ unique experiments spanning a combined sample of more than 82,987,320 donor interactions. • Research with 158 not-for-profit organizations to-date • 6 Major studies, 6 Whitepapers, 19 Instructional videos and Database of over 54,462 messages About NextAfter
- 106. EXPERIMENT ID: #6404 IT PAYS TO THANK YOUR DONORS BEFORE YOUR YEAR- END CAMPAIGN.
- 107. • Research partner is Hillsdale College, a small liberal arts school in Michigan • Thank you post card mailer to donors prior to year-end fundraising campaign • Short, personal note • URL to a special video message • Delivered to homes the week of Thanksgiving Experiment Background
- 109. Experiment #6404 - Multichannel Cultivation CONTROL TREATMENT 204%In Donation Conversion
- 110. Treatment Name Conv. Rate Relative Difference Confidence C: No Post Card 8.8% T1: Post Card 26.9% 204.1% 100.0% Key Learning: By thanking donors for their previous support prior to the upcoming year-end campaign, Hillsdale activated their donor’s continuity instinct and experienced a 204% increase in donations, from donors that received the thank you post card. ✓ Experiment #6404 - Multichannel Cultivation
- 111. EXPERIMENT ID: #5991 VISUALLY REMIND YOUR DONORS THEIR DONATION IS SECURE.
- 112. • Research partner is CaringBridge, a secure online blogging site for people to share their healing and recovery journey with friends and family • Research Question: Will adding visual elements increase the perception of form security increase donor conversion? Experiment Background
- 113. Control Treatment In Donation Conversion Experiment # 5991 – Visual Security Cues 14.4%
- 114. Treatment Name Conv. Rate Relative Difference Confidence C: Control 29.2% T1: Increased Security Indicators 33.4% 14.4% 95.4% Key Learning: Online perception is a powerful driver of behavior. By simply adding a shaded box and a padlock icon to their donation form, CaringBridge helped to reduce cognitive anxiety for their donors and experienced a 14.4% increase in donations. Note: the padlock icon added no additional actual security. Experiment # 5991 – Visual Security Cues ✓
- 115. Another Experiment From This To This 9.5% In Donations
- 116. MULTIPLE EXPERIMENTS REMOVE DISTRACTING AND UNECESSARY LINKS ON YOUR DONATION PAGE.
- 117. Experiment From This To This 195% In Donations
- 118. Experiment From This To This 5.5% In Donations
- 119. Are There Buttons, Menus, Or Other Navigational Elements Present On The Landing Page? Yes 75% No 25%
- 120. Are There Multiple (Different) Calls-to- action Present On The Landing Page? No 54% Yes 46%
- 122. Some Not So Good
- 123. Some Not So Good
- 124. Some Not So Good
- 125. EXPERIMENT ID: #5988 MAKE YOUR CASE FOR SUPPORT BEFORE YOU MAKE YOUR ASK.
- 126. Test (5988) Background This non-profit was preparing for a year-end campaign and wanted to determine the potential influence (if any) of editorial on donations. Objective Which approach would result in more donations?
- 127. Receives over 2 million visitors per month (Many of which are subscribers)
- 128. The Treatment (#5988) For a period of time leading up to their year-end donation campaigns, the Daily Signal, the partner’s owned news site, produced six different articles that highlighted the impact donors have on the organization and illustrated the need for additional contributions.
- 129. December 21 Your Support for The Daily Signal is Critical. And These 21 Comments Are Pretty Awesome, Too. December 29 Live From Washington, It’s The Daily Signal December 20 How Your Donation to The Daily Signal Makes a Difference December 26 The Daily Signal Is Having an Impact. Here are 4 Examples. December 28 Reporting From the War Zone: Why Conflict Journalism Matters December 27 What It’s Like to Be The Daily Signal’s White House Correspondent
- 130. The Treatment (#5988) We were able to isolate the subscribers that saw these articles and compare them to the subscribers that visited The Daily Signal but did not view any of the articles. Based upon these segments, we could then analyze the impact these articles had on year-end giving.
- 131. The Treatment (#5988) These articles did NOT: • Contain a donation ask • Contain a link
- 132. The Treatment (#5988) These articles did lay out the: • Need • Impact
- 133. What Happened: 196.6% Increase in DONATIONS Version Conv. Rate Relative Diff. Stat. Confidence Did not see articles 1.9% Saw the articles 5.5% 196.6% 100.0% Those that saw one of the articles, were nearly 3x more likely to give at year end.
- 134. EXPERIMENT ID: #7533 PRIME YOUR AUDIENCE ONLINE FOR YOUR UPCOMING OFFLINE APPEAL.
- 135. Experiment 7533 Background This non-profit was planning to launch a direct mail appeal in August and wanted to discover how they could increase the return from that without sending more mail or using an unusually large amount of resources (like physical calling). Objective Which approach will result in the most donations?
- 136. Control
- 137. Treatment Brand Ads THESE ADS DID NOT HAVE AN ASK OR LINK TO A DONATION.
- 138. Which approach won, if any? 150% In Revenue 239% In Donations
- 140. MULTIPLE EXPERIMENTS LET DONORS KNOW THE PROGRESS OF YOUR CAMPAIGN.
- 141. Control Treatment 6.5%In Donation Conversion Experiment #5976 – Impact of Progress Indicator
- 142. Example From This To This 20.5% In Revenue/Visitor
- 143. WHY DOES THIS WORK?
- 144. TO THE SCIENCE!
- 145. Source. The Science of Giving
- 146. Source. The Science of Giving GOAL PROXIMITY EFFECT.
- 147. EXPERIMENT ID: #5827 IF THE GOAL IS DONATIONS USE TEXT INSTEAD OF VIDEO.
- 148. Control Treatment 560%In Donation Conversion Experiment #5827 – Video vs. Text
- 149. Treatment Name Conv. Rate Relative Difference Confidence Average Gift C: Video with Short Copy 0.43% $25.00 T1: Video Transcription 2.8% 560.2% 96.5% $57.14 Key Learning: The video transcription ended up producing a 560.2% lift to the overall donor conversion on the page. This may suggest that reading is more aligned with the giving than viewing a video. More testing must be done in this area. ✓ Experiment #5827 – Video vs. Text
- 150. Control Treatment 203%In Donation Conversion Experiment #3970 – Video vs. Text
- 151. Control Treatment 77.4%In Donation Conversion Experiment #1985 – Video vs. Text
- 152. VIDEOS ARE GREAT FOR CLICKS BUT OFTEN POOR AT CONVERSION.
- 153. MULTIPLE EXPERIMENTS AT YEAR END URGENCY IS YOUR BEST FRIEND.
- 154. Three Why’s of An Appeal Why Care? Why You? Why Now?
- 155. Does The Landing Page Convey A Sense Of Urgency? 105 39 9 0 20 40 60 80 100 120 No Kind Of Yes
- 156. Control Treatment Experiment #323 – Urgency on Donation
- 157. Experiment #323 – Urgency on Donation CONTROL TREATMENT 68.1% In Donations
- 158. Treatment Name Conv. Rate Relative Difference Confidence C: Control - no urgency elements 4.7% T1: Countdown Clock Only 7.9% 68.1% 100.0% Key Learning: The countdown clock in the treatment increased conversion by 61.8%. By adding the countdown clock, we were able to increase the perceived urgency which increased conversion. ✓ Experiment #323 – Urgency on Donation
- 159. Control Treatment 51.6%In Email Response Rate Experiment #412 – Urgency in Email
- 160. Control Treatment 61.1%In Donations Experiment #5865 – Urgency on Ad
- 161. From This To This 65% In Donations
- 162. BUT DON’T BE TOO URGENT FOR TOO LONG…
- 163. Countdown clock had no significant impact until the we got closer to the end of the campaign. Visual Urgency
- 164. Three Why’s of An Appeal Why Care? Why You? Why Now? END OF YEAR ISN’T THE REASON TO GIVE. IT IS A REASON TO GIVE NOW.
- 165. 8 Other Ideas from the Research Lab 1. It pays to thank your donors before your year-end campaign 2. Visually remind your donors that their donation is secure 3. Remove distracting and unnecessary links from your donation page 4. Make your case for support before you make your ask 5. Prime your audience online for your upcoming offline appeal 6. Let donors know the progress of your campaign 7. If the goal is donations, use text not video 8. Urgency is your best friend
- 166. GO DEEPER.
- 167. Download the Full Study at: NextAfter.com/cye
- 168. Webinar: October 30 Online Course: October 31 NextAfter.com
- 169. … also free resources, guides, tools, & webinars. NextAfter.com
- 170. THANK YOU! ANY QUESTIONS? BRADY@NEXTAFTER.COM | @BRADYJOSEPHSON