Know how A/B testing can amplify your charity's fundraising potential coupled with a resonant, impact-driven strategic plan for unparalleled success.

1. G E N E R O S I T Y X
VWO Webinar
Maximizing Your Charity’s Impact with A/B Testing

2. G E N E R O S I T Y X
I'm Lead Strategist at Generosity X. My job is to work with
our clients to help solve their problems. Success means
that they can acquire new donors, retain existing donors,
and unlock new sources of generosity.
But in short, my “why” and what I love to do is work with
great people to solve challenges that ultimate make the
world a better place. Fundraising strategy and client
success seem to be a pretty good mix of just that.
I'M MATT HUSSEY
Well hello there

3. You know your goals and what
you need to do to get better-just
eliminate the bad plays.
G E N E R O S I T Y X
Eli Manning,

4. G E N E R O S I T Y X

5. G E N E R O S I T Y X

6. G E N E R O S I T Y X

7. G E N E R O S I T Y X
VOLUME RESPONSE
RATE
AVG
DONATION

8. G E N E R O S I T Y X
TRAFFIC CONVERSION
RATE
AVG
DONATION

9. Why you should test to grow fundraising
revenue (Donate vs. Add to Cart)
What you should test (based on learnings from
charities - not businesses)
How you can get started right away
G E N E R O S I T Y X
Key Takeaways for Today

10. LET’S START
WITH THE WHY
G E N E R O S I T Y X

11. Experimentation is a growth tool and strategy
to increase confidence in decisions.
G E N E R O S I T Y X
Create the best user experience for donors & potential donors
Execute decisions based on data-driven & evidence based results
Create a culture of growth

12. G E N E R O S I T Y X
SO LET’S SEE WHAT TESTING CAN DO

13. G E N E R O S I T Y X
LET’S PRETEND OUR FIRST TEST IS A LOSER...

14. G E N E R O S I T Y X
OKAY, NOW LET’S ASSUME THINGS GO BETTER

15. G E N E R O S I T Y X
NOW LET’S TURN THINGS REALLY UP

16. We got a winner! Let’s roll it out.

17. G E N E R O S I T Y X
OH WAIT, WE BROKE THE CHART

18. G E N E R O S I T Y X
THAT’S A $230,000 INCREASE

21. * 95% Probability to beat baseline - The probability of a variation to perform better than the baseline.

22. G E N E R O S I T Y X
MAKING THE CHANGES THAT COUNT
(Iavor Bojinov and Somit Gupta, 2022)

23. WHAT YOU
SHOULD TEST
G E N E R O S I T Y X

24. G E N E R O S I T Y X
WHAT ARE VALUABLE ACTIONS BY THE DONOR?
DONATIONS
Capturing email addresses is
helps you keep in touch with
donors to build an audience who
respond when needs arise.
EMAIL SIGN UPS
Finding ways to keep users
engaged on your website and
visiting pages that are otherwise
ignored.
ENGAGEMENT
Your website is your best gift
processer - it is up late accepting
donations on New Year’s Eve and
up early January 1st.

25. G E N E R O S I T Y X
Control Treatment #1
34%
In Revenue

26. G E N E R O S I T Y X
Control
111%
In Clicks
Treatment #1 Treatment #2
Test conducted by NextAfter - EXPERIMENT ID: # 160186 (Source)
60%
In Clicks

27. 5%
In Donations
G E N E R O S I T Y X
Control Treatment #1

28. 12%
In Donations
G E N E R O S I T Y X
Control Treatment #1

29. Best practices usually aren't.
G E N E R O S I T Y X
Christopher Locke

30. G E N E R O S I T Y X
A/BTESTING
Things change - pandemics happen, digital ad platforms evolve, Canada Post has delays, and on and on. What
works today might not work tomorrow. Only your donors truly know what works and what doesn’t.

31. G E N E R O S I T Y X
Control Treatment #1
Test conducted by NextAfter - EXPERIMENT ID: #162516 (Source)
28%
Donation
Conversion Rate

32. G E N E R O S I T Y X
Control Treatment #1
Test conducted by NextAfter - EXPERIMENT ID: #61736 (Source)
527%
Donation
Conversion Rate

33. G E N E R O S I T Y X
FUNDRAISING ≠ COMMERCE
Tim Kachuriak from NextAfter puts it perfectly
when making clear why making a gift online
can't be treated the same as eCommerce
transaction:
"In the context of a donation, the benefit is
an intangible feeling of making a
difference in the world rather than a
physical product. Because of this, the benefit
comes before the transaction instead of
afterwards."
Why?

34. HOW TO GET
STARTED
G E N E R O S I T Y X

35. Ideation & Test
Plan Creation
G E N E R O S I T Y X
THE A/B TESTING LIFECYCLE PROCESS
Review
Development +
QA (incl Run
Time)
Test Launched &
Running
Review
Post Test
Analysis + Roll
Out Winner

36. G E N E R O S I T Y X
LIFT Model Developed by Conversion

37. G E N E R O S I T Y X
TECH STACK
This is a VWO webinar for a
reason! VWO is one of the few
testing platforms out there that
has a starter version free for up
to 50,000 users. But also offers
features such as your website
testing scales.
Testing Tools Donation Platforms Website
Each donation platform has a
unique flow so tracking events
will vary but each system can
likely capture events. Use this to
help guide your most important
page of your website.
Make sure you have a CMS that
can roll out changes easily and
quickly once you have a winner!

38. G E N E R O S I T Y X
LOGGING TEST
RESULTS

39. G E N E R O S I T Y X
Generosity X partners with charities to increase their
annual giving revenue through optimization and
innovation. We are laser-focused on Conversion Rate
Optimization (CRO) and have a track record to prove it.
FIND PARTNERS TO HELP
Design Lead (part-time)
Chantal New
Client Operations Lead
Becca Gust
Optimization Strategist (part-time)
Dito Dakota
Data Programmer
Aaron Graston

40. G E N E R O S I T Y X
I'm Lead Strategist at Generosity X. My job is to work with
our clients to help solve their problems. Success means
that they can acquire new donors, retain existing donors,
and unlock new sources of generosity.
But in short, my “why” and what I love to do is work with
great people to solve challenges that ultimate make the
world a better place. Fundraising strategy and client
success seem to be a pretty good mix of just that.
I'M MATT HUSSEY
Well hello there

41. G E N E R O S I T Y X
THANKYOU!
QUESTIONS?