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Nathaniel Ward Tim Kachuriak Manager of Online Programs, SVP, Innovation & Optimization The Heritage Foundation Pursuant
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How The Heritage Foundation Increased Online Donations 274% Using - - PowerPoint PPT Presentation
How The Heritage Foundation Increased Online Donations 274% Using - - PowerPoint PPT Presentation
How The Heritage Foundation Increased Online Donations 274% Using the MECLABS Methodology Nathaniel Ward Tim Kachuriak Manager of Online Programs, SVP, Innovation & Optimization The Heritage Foundation Pursuant Every Organization Asks
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The Difference Between For-Profit and Non-Profit
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A Journey Through Time.
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The “Real” Flux Capacitor
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Flux Capacitor of Revenue Maximization
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Not Just for Marathon Runners
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Impact of Revenue Optimization
Baseline 26.2% in one Area 26.2% in two areas 26.2% in three areas Web Traffic 100,000 100,000 126,200 126,200 Conversion Rate 2.00% 2.52% 2.52% 2.52%
- Avg. Order Value
$70.00 $70.00 $70.00 $88.34 Revenue $140,000.00 $176,400.00 $222,617.00 $280,942.00 Change in Revenue 0% 26.2% 59.0% 100%
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How Do You Optimize a Think Tank?
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Optimizing Average Donation
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Nonprofit Best Practice: In Order to Increase Average Gift, You Must Provide a Premium or Incentive.
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Optimizing Average Gift
Control
44% Increase $50 Gifts
Treatment 1
64% Increase $50 Gifts
Treatment 1
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Optimizing Email Clickthrough
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Nonprofit Best Practice: An Effective Email Appeal Makes a Strong Ask for a Donation.
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Version A - Control
369% Increase in Clickthrough Rate 121% Increase in Revenue
Version B - Treatment
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Optimizing Landing Pages
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Nonprofit Best Practice: Putting More Than One Call-to-Action on a Landing Page Will Negatively Affect Conversion.
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Testing Against Best Practices
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Testing Against Best Practices
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Testing Against Best Practices
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Testing Against Best Practices
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Nonprofit Best Practice: To Maximize Email Capture, Your Email Form Must Be Located on the Homepage.
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Optimizing Email Capture
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Optimizing Email Capture
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Optimizing Email Capture
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Optimizing Email Capture
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Optimizing Email Capture
Unique Pageviews Quiz Completions Email Signups
43% 19%
Source: Google Analytics, Kimbia & Silverpop
282% Increase in name acquisition conversion 900% Increase over nonprofit benchmark
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Nonprofit Best Practice: In Order for Your Microsite to be Successful, It Must Be Clearly Branded to Your Organization.
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Nonprofit Best Practice: To Maximize Online Revenue, the Call-to-Action Must Be Above the Fold.
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Treatment
Control
74% Increase in Donor Conversion Rate 189% Increase in Average Gift 274% Increase in Revenue
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Flux Capacitor of Revenue Maximization
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“The Learning is More Important Than The Lift”
- Dr. Flint McGlaughlin
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Creating a Culture of Optimization.
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“Adequacy is the Enemy of Excellence”
- Peter F. Drucker
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[Read message above by holding up in front of mirror.]
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Whoops!
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NOTE: There is a Video that should be embedded, if not view this: http://www.youtube.com/watch? v=VfiY2nbV9RI
MAKE SURE
YOU VALIDATE YOUR
RESULTS!!
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