fundraise smarter, not harder!

Confidential Document: Kimbia Inc. 2016

Fundraise Smarter, Not Harder! Top 10.

@kimbiainc #kimbiawebinars

Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc

Hello!

Miriam Kagan Senior Fundraising Principal


Why Work Smarter?


Fundraising

Stakeholders

Why Work Smarter?


1. Track Your Visitors

§  Where are they coming from and what do they want to see? And is your content positioned accordingly?

§  What is your first, second, third most visited page? Does that page have a clear CTA to sign up/donate/get involved?


2. Set Goals

§  Do you have clear goals for your program(s)? And are your tests designed to learn from/make progress toward those goals?

• Test donation form layout

• Test CTA on home page

• Test Sustainer conversion series

• 3 Ask Array Order Tests

Increase Average Gift

Convert Single Gift Donors to Sustainer

Increase donation

form conversion

rate

Acquire New Donors


3. It Takes a Village

§  Do you regularly hold brainstorming meetings with stakeholders from across your organization? Do you support an open idea environment?


4. Know What’s Working. It’s Not Cheating.

§  Do you have a designed resource whose job (at least part-

time) is to monitor new market trends, research, data and learnings? Does this someone regularly check-in with peers in the industry? Or share information organization-wide?

§  Do you track your performance compared to benchmarks?


5. Have an Email Testing Plan & Schedule

§  Testing should NOT be a last-minute decision.

§  The time of year, campaign, strategic goal and audience should all be taken into consideration.

§  Do you have an email testing plan and schedule? Something you develop ahead of time and plan a continuous testing cycle that you can learn from?


6. Track Performance by Segment

§  Understanding performance isn’t just by one lump sum. Do you track performance by segment?

§  Donors vs. non donors

§  Recent vs. lapsed donors

§  Interest groups: puppies vs. kittens vs. horses

§  Do you take out major gifts when looking at results?

Which won?


7. Set Up the Test In a Measurable Way

§  Do you have clear testing parameters set up?

§  If you’re not using advanced testing techniques (like multivariate testing), make sure you are controlling variables in the test (one at a time) or testing the ENTIRE design. Otherwise, how do you know what worked?

Only testing a single variable:

color. Layout and all other items

remain the same.


8. Test With a Long-Term View

§  The initial results aren’t always the final word. Do you go back an evaluate longer-term performance of testing cohorts?


9. Like It Or Not, We Need Math. It Shows the Way.

§  Statistical analysis tools will make heads and tails out of results: §  Did you test a large enough

volume to get a valid response data set? (rule of thumb, at least 40 response per group)

§  https://www.optimizely.com/resources/sample-size-calculator/

§  How certain can you be that the test results are repeatable with a level of confidence? (statistical significance).

§  http://getdatadriven.com/ab-significance-test

§  Online tools can help figure all this out!

§  BONUS TIP: an invalid results 3 times in a row is NOT a valid test. It is just a coincidence.

NOPE. 3 times is not the charm. There is no valid

result here.


10. Big Brother. You SHOULD Be

Watching.

§  Are you continually getting info on your supporters so that you can provide them with more relevant content and asks that resonate better? (doesn’t just mean surveys)

§  Demographic overlays. Lots of info there.

§  “Hidden questions” on forms. (that rack entry point for example).

§  Store all the info!


Bonus Points

Does someone at your organization have one (or more) of the following job descriptions/titles (or a version thereof)?

•  Strategist •  Analyst •  Data insight •  Constituent behavior

insight


About Kimbia

Our online fundraising and crowdfunding platform, plus digital services are built with one goal in mind: to help our customers grow their revenue. Technology should not hinder the donor or participant experience. It should speed and enhance it. Our better fundraising solutions help you quickly find, convert and retain more of your best customers and supporters, those who are acquired online and share your mission across many channels and continents. With Kimbia, you can focus on what matters most—your mission, those you serve and the causes you care about. Your success is our success! Contact us for a demo, and you’ll see why over 19,000 organizations trust Kimbia.


What Questions Do You Have?

We will be hosting a follow-up webinar on March 3rd where we will provide testing techniques based on YOUR questions! Stay tuned for more information!


CONTACT INFO

We love hearing from you!

https://www.kimbia.com/contact-us/

@miriamkagan [email protected]


Q&A

fundraise smarter, not harder!

Government & Nonprofit