30 Minutes of WOW! from the Bridge to Integrated Marketing Conference Washington DC

1. 30 IDEAS THAT
“WOW”ED US
2 0 2 2 B R I D G E C O N F E R E N C E
R O C K I N ’ I T O L D S C H O O L !

2. 30 IDEAS THAT “WOW”ED US!
Tiffany Neill Allison Porter
Co-founder & President
Avalon Consulting
Partner and Owner
Lautman Maska Neill & Co.
President and Chief Executive Officer
Mal Warwick Donordigital
Mwosi Swenson

3. WOW

4. 1. Planned giving
letter
survey

5. 2. Acquisition – KC ticket sample

6. 3. Cultivation
newsletter

7. 4. Texting
• Text message click-through rates were
4.2% for fundraising messages and 9.8%
for advocacy messages, both far higher
than comparable email metrics
• Peer-to-peer message recipients received
1.4 messages per month in 2019
and responded 14% of the time

8. 5. Digital animations

11. The Kennedy Center is the nation's busiest performing arts center,
hosting approximately 3,000 events each year for audiences numbering
more than 2 million. Since 1971, they have brought the world to
Washington with magnificent performances of music, dance, theater, and
more.
35 Days of Giving was the Kennedy Center’s fundraising and
engagement component of the larger JFKC Centennial Celebration,
which recognized the 100th anniversary of the birth of President John F.
Kennedy. 35 Days of Giving took place during the 35 days leading up to
the Centennial on May 29, 2017. The campaign focused on encouraging
philanthropic donations separate from the traditional membership
program.
The John F. Kennedy Center for the Performing Arts
6. Integrated marketing

12. JFKC: 35 Days of Giving Multi-Channel Campaign
• Center-wide non-membership campaign
celebrating the centennial of JFK’s birth.
o Email
o Website
o On-site
o Social Media
o Major Donor Outreach
o Direct Mail
o Telemarketing

13. • Email list sign up on website
• Facebook sign up
• Direct donations
• Email addresses were added as Centennial Challenge
Champions
• The list generation widget created for the website was
subsequently used for other online campaigns like Opera
in the Outfield
JFKC: List Building

14. • Corresponding Facebook posts with video reveals on website.
• These posts account for $45,732.93 in revenue from 242
donors, for an excellent ROI of 493%, and a conversion rate of
.018%.
• The posts led to 526 new page likes, and 1,316,192
impressions.
• The two most successful posts for fundraising featured Lin
Manuel Miranda and Tiler Peck. The Peck video was coupled
with the announcement the goal had been increased.
• Overall contributions were also tracked (gifts made on the
traditional page). Overall, donors who saw the ads brought in a
total of $512,804.42.
JFKC: Facebook

15. • First time using display ads for fundraising.
• Tested ‘Donate’ vs. ‘Support the Arts’ button language.
• The ads had a direct conversion rate of only .003%, resulting in
$833.44 in revenue for a ROI of -40%.
• The ads were turned off, with money redirected to Facebook.
• Overall contributions were also tracked (gifts made on the
traditional page). Overall donors who saw the ads brought in a
total of $15,932
• YouTube ads raised $2,406.10 from 36 donations and an ROI of
188%, suspended after no contributions had been made for two
weeks.
JFKC: Display & YouTube

16. 7. Mid-level Upgrade: Package reboot
• Covid event cancellations and softening results =
need to replace the traditional upgrade “hook”
that included an invitation to a special event
• Reworked the package to include broad, mission-
focused language and offered a 10% discount of
the Circles levels
• Included in this high-touch package was an
upfront “freemium” of original artwork prints
created specifically for this campaign.
• Results = double the previous two years
combined, triple the response rate of the previous
package, and a lower cost to raise a dollar.

17. 8. Sustainer Workhorse

18. • A small piece of code placed on your donation page
triggers automated emails to people who visited your
donation pages, but have not completed their
donations.
• Low cost, “hands off” technology that recovers
otherwise lost contributions from people who don’t
complete their donations online.
• The Trustees donors had a 24% higher average
gift than organic web donations, and a response rate
10 times stronger than regular emails.
• 66% open rate!
• Avg. gift 40% higher than organic web
donations
• Recouped $100,000 in first year
9. Abandoned cart

19. 10. Digital advertising: Lead Gen
“Myths” creative
“Control” creative
“Understanding” creative
“Co-Control Creative”
• Targeted Facebook lead generation
campaign
• Capitalized on reopening post-covid
shutdown
• Utilized in-platform email collection
• Results:
• 12,000 new email subscribers
(16% increase in active file size)
• Lower cost per lead
• Welcome series conversion
campaign has a strong conversion
and a $33 avg new join

20. Carousel Ad
With several images to vote on for
NMAI’s calendar
“Cast your vote” Ad
To help choose the cover image
for NMAI’s calendar
NEW
TEST:
- Didn’t
perform!
ADJUSTED
TEST:
- Stronger

21. WOW

22. Pre-Solicitation
Cultivation
22
Food and Friends
tested adding an email
cultivation message
prior to sending an
appeal.

23. Full Autopen
23
Mono Lake Committee control
was tested againsta notecard
using full autopen.
Test
Control Test

24. EFT Monthly Test
24
Credit Card Option
EFT Monthly
Only
KUOW wanted to move to
EFT asthe primary
payment option so it was
tested againsta credit card
option.

25. Credit Card vs. EFTMonthly Test
25
Credit Card Option EFT/Evergreen Option

26. Advertising Pledge vs Donate
26
National Organization
for Women Facebook
ads featured a pledge
with a back-end ask
tested versus a direct
donation ask.

27. Lead Form& Donate Page
27

28. Email Template
28
Project HOPE tested a
revised email template
with a headline at the
top.

29. BREwith stamps vs RE
29
PETA tested a BRE with
faux stamps against a
standard Courtesy
Reply Envelope.

30. Restricted Ask
30
American Friends
Service Committee
tested a restricted gift
options ask a standard
generic ask.

31. Restricted Ask
31

32. Peer to Peer SMS vsMMS
32
Hi! This is Joe with KQED. Thanks for being a member, Jill! YOU are
what makes it possible for KQED to Inform ⭐ Inspire 🍃
and Involve ❤️. KQED brings you the news – and I have good news
to share. Between now and December 31, all donations to KQED will
be doubled! Can you make a special gift to help us reach the
$100,000 goal?
That’s fantastic, Jill! Thank you for making sure KQED can do
what we do best: fostering understanding, sparking curiosity
and building bridges. Donate at donate.kqed.org/mail to be
sure your gift is doubled. Thanks for helping KQED reach the
$100,000 goal. 🎉
I love KQED! Count me in.

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44. WHAT’S “WOW”ED YOU?
Tiffany Neill Allison Porter Mwosi Swenson
allisonp@avalonconsulting.net
tneill@lautmandc.com
mswenson@mwdagency.co
m