Online Fundraising Certification Training Email Fundraising - - PowerPoint PPT Presentation

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Online Fundraising Certification Training Email Fundraising - - PowerPoint PPT Presentation

Dec 22, 2022 321 likes •1.47k views

Online Fundraising Certification Training Email Fundraising Donation & Landing Pages Facebook Donor Acquisition NEXTAFTER.COM/TRAINING The Essential Conference for Online Fundraising And Digital Marketing 2 Days 16+

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Online Fundraising Certification Training

  • Email Fundraising
  • Donation & Landing Pages
  • Facebook Donor Acquisition

NEXTAFTER.COM/TRAINING

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The Essential Conference for Online Fundraising And Digital Marketing

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  • 2 Days
  • 16+ Speakers
  • 400+ Fundraisers and Marketers
  • Pre-Summit Certification
  • Workshop
  • Absurdly Fun Networking
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Learn More and Get Tickets at NIOSummit.com

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A Few Quick things…

A video recording of this live webinar will be sent to you afterwards.

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A Few Quick things…

Links to the slide deck and other featured resources will be sent out with the recording.

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A Few Quick things…

We have lots of time for Q&A.

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A Few Quick things…

Use the Chat window to ask a question or drop in a comment.

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Today’s Speakers

Jon Powell

Senior Director of Research and Education

jon@nextafter.com @JonPowell31

Nathan Hill

Optimization Evangelist nathan@nextafter.com

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An Ad Post Card

  • r Letter

An Email

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An Ad Post Card

  • r Letter

An Email

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Let’s start with an EXPERIMENT

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Experiment #7176

Research Question: Which donation page will increase donations, if at all?

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Experiment #7176

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Experiment #7176

Donation page traffic source

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Experiment #7176

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Experiment #7176

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Experiment #7176

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Experiment #7176

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Experiment #7176

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Experiment #7176

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Experiment #7176

272%

In Donations

40%

In Average Gift

420%

In Revenue

+ =

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“If they already clicked, why didn’t they donate to the

  • riginal?”
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Let’s talk about this…

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Status Quo Interest Involvement Investment Interrupter Moment of Decision No Yes Emotional Climax Engagement Point

There’s a major experiential difference between buying something and giving a gift…

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EXAMPLE

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Status Quo Interest Involvement Investment Interrupter Moment of Decision No Yes Conversion Horizon Emotional Climax Engagement Point

Sparkline of a Donation

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Enter

DECISION TENSION.

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Status Quo Interest Involvement Investment Interrupter Moment of Decision No Yes Conversion Horizon Emotional Climax Engagement Point

Sparkline of a Donation

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Status Quo Interest Involvement Investment Interrupter Moment of Decision No Yes Conversion Horizon Emotional Climax Abandonment Engagement Point

Sparkline of a Donation

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What is occurring in the mind

  • To inspire a visitor to make that donation, we need to increase the

emotions and awareness to intentions connected to generosity and, if possible, reduce emotions and awareness to those that are not.

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How exactly can I amplify generosity to inspire the most possible donation revenue possible?

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Is there anything else I should be doing on my website during the final week of December?

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OUR GOAL:

By the end of this webinar, you’ll understand how to optimize each major element of your campaign donation page to increase the pull of generosity based motivations resulting in more generous behaviors (donations and average gift size).

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7 Core Strategies

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7 Core Strategies

4 generosity enablers

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Increase Clarity

Where am I at? What exactly is at stake here? How, again, am I involved

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1. Headline 2. Body Message 3. Background Image 4. In-Line Premium 5. Form Field Headers

Increasing clarity

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Increasing clarity 1 2 3 4 5

1. Headline 2. Body Message 3. Background Image 4. In-Line Premium 5. Form Field Headers

10.9%

In In Donations

From This To This

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Increasing clarity 1 2 3 4 5

1. Headline 2. Body Message 3. Background Image 4. In-Line Premium 5. Form Field Headers

21.1%

In In Donations

From This To This

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Increasing clarity 1 2 3 4 5

1. Headline 2. Body Message 3. Background Image 4. In-Line Premium 5. Form Field Headers

22.9%

In In Donations

From This To This

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Increasing clarity

*Approaching Validity (8172)

1 2 3 4 5

1. Headline 2. Body Message 3. Background Image 4. In-Line Premium 5. Form Field Headers

12.2%*

In In Donations

From This To This

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Increasing clarity 1 2 3 4 5

1. Headline 2. Body Message: Frame it around the donor 3. Background Image 4. In-Line Premium 5. Form Field Headers

From This To This

19.8%

In In Donations

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Increasing clarity 1 2 3 4 5

1. Headline 2. Body Message 3. Background Image 4. In-Line Premium 5. Form Field Headers

From This To This

10.6%

In In Avg. Gift ift

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Increasing clarity 1 2 3 4 5

1. Headline 2. Body Message 3. Background Image 4. In-Line Premium 5. Form Field Headers

12.5%

In In Donations

From This To This

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Intensify Attentiveness

To promote the suspension of disbelief and suspension of distraction

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Intensifying attentiveness 6 7

6. In-Line Graphics 7. Body Copy Format 8. Design Elements 9. No Video

9 8

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6. In-Line Graphics 7. Body Copy Format 8. Design Elements 9. No Video

Intensifying attentiveness 6 7 8 9

236%

In In Donations

From This To This

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6. In-Line Graphics 7. Body Copy Format 8. Design Elements 9. No Video

Intensifying attentiveness 6 7 8 9

18.4%

In In Donations

From This To This

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6. In-Line Graphics 7. Body Copy Format 8. Design Elements 9. No Video

Intensifying attentiveness 6 7 8 9 From This To This

39%

In In Donations

51.7%

In In Average Gift ift

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6. In-Line Graphics 7. Body Copy Format 8. Design Elements 9. No Video

Intensifying attentiveness 6 7 8 9

560%

In In Donations

From This To This

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Increase Urgency

To accelerate the need to complete

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Increasing urgency to act 10

  • 10. Countdown Clock

12.6%

In In Donations

From This To This

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Increasing urgency to act 10

  • 10. Countdown Clock

68.1%

In In Donations

From This To This

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the Deadline

With Countdown Clock vs. Without Countdown Clock

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Add Social Influence

To simulate social encouragement

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Add social influence 11

  • 11. Progress Meters
  • 12. Recent Gift Callouts

12

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Add social influence

  • 11. Progress Meters
  • 12. Recent Gift Callouts

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20.5%

In In Revenue / / Vis isitor

From This To This

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Add social influence

  • 11. Progress Meters
  • 12. Recent Gift Callouts

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4.8%

In In Donations

From This To This

39%

In In Avg Gift ift

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3 generosity inhibitors

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Unmet Relational Expectations

Is this what I was expecting / hoping for?

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Unmet relational expectations 13

  • 13. Intro Copy: Make sure it matches the email
  • 14. Gift Array: test a single, open field unless average

gift is low/lower than other channels

  • 15. Gift Type: If heavily emphasizing a recurring gift,

prime them prior to arrival

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Unmet relational expectations 13

  • 13. Intro Copy: Make sure it matches the email
  • 14. Gift Array: test a single, open field unless average

gift is low/lower than other channels

  • 15. Gift Type: If heavily emphasizing a recurring gift,

prime them prior to arrival

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85.7%

In In Donations

From This To This

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Unmet relational expectations 13

  • 13. Intro Copy: Make sure it matches the email
  • 14. Gift Array: test a single, open field unless average

gift is low/lower than other channels

  • 15. Gift Type: If heavily emphasizing a recurring gift,

prime them prior to arrival

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118%

In In Donations

From This To This

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Unmet relational expectations 13

  • 13. Intro Copy: Make sure it matches the email
  • 14. Gift Array: test a single, open field unless average

gift is low/lower than other channels

  • 15. Gift Type: If heavily emphasizing a recurring gift,

prime them prior to arrival

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5.5%

In In Donations

From This To This

49%

In In Avg Gift ift

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Flow Interruptions

Wait… What?

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Unnecessary flow interruptions 16

  • 16. Header items
  • 17. Alternate Payment Methods
  • 18. Verification Pages

17 18

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Unnecessary flow interruptions

  • 16. Header items
  • 17. Alternate Payment Methods
  • 18. Verification Pages

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39%

In In Donations

From This To This

51.7%

In In Average Gift ift

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Unnecessary flow interruptions

  • 16. Header items
  • 17. Alternate Payment Methods
  • 18. Verification Pages

16 17 18

65.3%

In In Donations

From This To This

6.6%

In In Average Gift ift

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Unnecessary flow interruptions

  • 16. Header items
  • 17. Alternate Payment Methods
  • 18. Verification Pages

16 17 18

Straight to Thank You Page

31.3%

In In Donations

From This To This

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Forgotten Re-assurance

Their Safety Their Impact

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Forgotten impact and safety re-assurance 19

  • 19. CTA Transition Copy: Always include it and

reinforce impact

  • 20. Payment Fields: Make them feel secure with

separation and lock

  • 21. CTA Button Area: Re-assure donors with badges

(safety) and text (impact)

20 21

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Forgotten impact and safety re-assurance 19

  • 19. CTA Transition Copy: Always include it and

reinforce impact

  • 20. Payment Fields: Make them feel secure with

separation and lock

  • 21. CTA Button Area: Re-assure donors with badges

(safety) and text (impact)

20 21

49.4%

In In Donations

From This To This

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Forgotten impact and safety re-assurance 19

  • 19. CTA Transition Copy: Always include it and

reinforce impact

  • 20. Payment Fields: Make them feel secure with

separation and lock

  • 21. CTA Button Area: Re-assure donors with badges

(safety) and text (impact)

20 21 From This To This

9.5%

In In Donations

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Forgotten impact and safety re-assurance 19

  • 19. CTA Transition Copy: Always include it and

reinforce impact

  • 20. Payment Fields: Make them feel secure with

separation and lock

  • 21. CTA Button Area: Re-assure donors with badges

(safety) and text (impact)

20 21

31.3%

In In Donations

From This To This

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What other things should I be doing on my website, ESPECIALLY during the final week?

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In-Site Ads

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Site Banners

Timeframe: 12/6/2017 - 12/13/2017 Timeframe: 12/21/2017 - 12/27/2017

1.1% Conversion Rate 4.6% Conversion Rate

Homepage Banner

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Pop-ups

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On Pop-ups

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On Pop-ups What happened when we removed it?

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On Pop-ups

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*approaching validity

37.5%*

In Donations

Experiment #8190

POP-UP EXIT-INTENT

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Editorials, Blogs, and Social Posts

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Experiment #5988

Background

This non-profit was preparing for a final week year-end campaign and wanted to determine the potential influence (if any) of editorial on donations.

Objective

Which approach would result in more donations?

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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.

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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

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The Treatment (5988)

These articles did id NOT:

  • Contain a donation ask
  • Contain a link

These articles did id lay out the:

  • Need
  • Impact
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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.

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Global Navigation

(EXCEPT on your donation page)

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Experiment #8909

Original

36.6%

In Clicks

Treatment

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Experiment #9453

Original Treatment

169%

In Clicks

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Experiment #5540

Original Treatment

138%

In Donations

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Experiment #6991

Original Treatment

74%

In Donations

133%

In Average Gift

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Plan to be more present than usual in the final five days.

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Summary

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7 core year-end donation page strategies

  • Be clear on where they’re at, and

what they are affecting

  • Intensify their attentiveness
  • Increase their urgency to act
  • Add social encouragement
  • Meet their relational expectations
  • Decrease unnecessary flow

interruptions

  • Re-assure their impact & their

safety at the end

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4 extra website add-ons for Dec 26-31

  • Leverage your site’s banner ad space
  • Use pop-ups (instead of exit intents)
  • Blog about the need and donor impact
  • Make your donation button pop on your global

navigation

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Just because you say it

  • nce doesn’t mean you

shouldn’t say it again.

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nextafter.com/campaign-template

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What are your QUESTIONS?

Jon@nextafter.com

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Get Your Year-End Donation Page Or Email Appeal Optimized Live

NEXTAFTER.COM/WEBINAR

Reserve your spot for the December 4th webinar and send in your year-end donation page or email appeal to be optimized live at…

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Thank You