Weekends have a lower send volume. 200 400 180 Weekend 350 160 300 140 Emails Received 250 120 100 200 80 150 60 100 40 20 50 0 0 1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031 1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031 Day of the Month in December Day of the Month in December 2017 2016
EXPERIMENT INSIGHT: $120 $104.29 $100 Up to 50% $80.88 $80 $73.56 higher avg. gift $62.12 $60 $53.10 $51.09 $50.00 on weekends. $40 $20 $0
And one other small thing…
The Year-End Revenue Curve (GivingTuesday Nov 28) Only 2.9% Revenue $450,000 of CYE $400,000 $350,000 Revenue $300,000 $250,000 comes in on $200,000 $150,000 $100,000 $50,000 $-
Giving Tuesday % of Total BE CHMARKS 14.0% 12.3% 8% is the 3.8% 3. 12.0% average share 10.0% of CYE revenue 8.0% attributed to 6.0% Giving Tuesday. 3.8% 4.0% (15 Organizations in Benchmark) 2.0% 0.1% 0.0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14
790% Average percent additional BE CHMARKS revenue generated on 12/31 compared to #GivingTuesday.
29% more emails received on #GivingTuesday than December 31 300 #GivingTuesday 250 200 Last Day of the Year 150 100 50 0 11/28 11/29 11/30 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
! https://www.pinterest.com.au/pin/298433912781723992/
Please let me clarify something… I’m NOT Saying “Don’t do #GivingTuesday” I’m AM Saying “Make December 31 #Priority1”
Staying top of mind a) We need to send more emails b) We need to send emails when others aren’t c) We need to start the season when people start the season
Test #6404 Background This non-profit wondered if the strategy of online cultivation for offline could be reversed—using direct mail to develop offline cultivation with online donors to increase online giving. Objective Which approach will result in the most donations?
About this test (6404) • There were some obvious risks to such a test—particularly the upfront cost of direct mail cultivation. • Leading into the calendar year end campaign, this non-profit had discovered a technology that would allow them to send personalized post cards to their donors at a reasonably efficient price point.
The Treatment The cards included the donor’s name on the front and a link to a custom video; all of which would be trackable back to the individual donor.
Did it work, for better or worse? Version A Version B 204 % In Donations 105 % In Average Gift*
3
You have to offer more than just a match.
So then this too, right?
The Three Why’s of an Effective Appeal
Three Why’s of An Appeal Why Care?
Why Care? • Internal Relevance • External Relevance • Personal interests • Environmental changes • Subliminal Biases • Holidays • Personality • Recent events • Communication Styles • Recent Actions • Level of engagement
February 1, 2011
Good Example
Bad Example
Why Care? • Internal Relevance • External Relevance • Personal interests • Environmental changes • Subliminal Biases • Holidays • Personality • Recent events • Communication Styles • Recent Actions • Level of engagement
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