2016 bbcon presentation - game changing tests
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Bryan Evangelista at bbcon 2016 in Washington, DC
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2016 bbcon presentation - game changing tests
- 1. Mike Snusz − Principal Strategy Consultant, Blackbaud Bryan Evangelista − Vice President, Lautman Maska Neill & Company Game Changing Tests
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- 4. Setting Up Useful Direct Mail Tests The How, When, Where and Why
- 5. How To Test? Define your goal BEFORE you test Test only one thing at a time Wait long enough for a conclusion Split data proportionally and randomly Ensure there is enough quantity (and gifts) for a readable result
- 6. When and Where to Test? As often as possible! Try and test at least one variable in every campaign Tests aren’t limited to just Package A vs. Package B Creative/Design elements Timing Donor Segmentation Prospect Lists (80/20 rule)
- 7. Why Test? Move the needle based on program goals Build on what’s working, change what isn’t Stay one step ahead of your peers Testing is FUNdamental!
- 8. Setting Up Useful Online Tests The How, What and Why
- 9. 25%, 25%, 50%25%, 25%, 50%5,000 - 10,000 10%, 10%, 80%10%, 10%, 80%Over 10,000 How to Test Email
- 10. Find It: Google “M+R Chi-Square Test” How to Test Email - Statistical Significance
- 11. What to Test
- 12. 0.12% Conversion Rate $205 avg. gift 0.05% Conversion Rate $156 avg. gift Images: No eye contact vs. eye contact Multiple Kids/Family vs. One Family Send Time: 6:30am vs. 12:15pm From Name: Individual Name Vs Org Name Content: Longer vs. shorter sentences. Specific vs. emotional outcomes Simple vs. strong language More vs. less aggressive ask 12.29.15 Email 12.29.14 Email What to Test
- 13. What to Test
- 14. +101% more fundraising emails sent past two years *Source: 2014-15 Luminate Online Benchmark Reports Why Test Online?
- 15. -75% fundraising emails conversion rate past four years *Source: 2014-15 Luminate Online Benchmark Reports Why Test Online?
- 16. Which Test Won? In the Mail
- 17. Which Test Won? Renewal Reminder Renewal Reminder Colorful OE Plain OE Raised 16% more $$
- 18. Which Test Won? Notecard Appeal Notecard Appeal No Photo Photo Doubled RR and tripled $$
- 19. Which Test Won? Notecard Appeal Notecard Appeal One Stamp Two Stamps Increased revenue by 30%
- 20. Which Test Won? Letter/Reply Letter/Reply Salutation Only Salutation and Body 23% more $$
- 21. Which Test Won? Renewal Reminder Renewal Reminder No Labels Address Labels Renewed 35% more donors with only a $2 dip in avg gift
- 22. Which Test Won? Calendar Follow Up Calendar Follow Up Email Ask on Back Email Ask on Front 12% more $$ and no change in # of email addresses
- 23. Which Test Won? Ask string on Reply Ask string on Reply Other My Best Gift $5 increase in average gift and 17% lift in response
- 24. Which Test Won? Monthly Giving Push Monthly Giving Push One Time Ask Dual Ask Tripled the number of sustainers with no overall $$ impact
- 26. Which Test Won? Matching Gift Email Appeal Matching Gift Email Appeal from Executive Director from Family Providing Match Conversion Rate 2x Higher
- 27. Which Test Won? 1) Why back-to-school means more to you 2) 25 8th Graders Need Your Help 3) You can ensure that more students get a chance 4) Give them the chance that was given to you Conversion Rate: 2x Higher
- 28. Which Test Won? “Make a gift of any size…” vs. “Make a gift of $10 of more…” 33 more conversions
- 29. Which Test Won? Conversion Rate: 2x Higher Avg. Gift Size: 3x Higher
- 30. Which FB Ad Test Won? 50% more click throughs
- 31. Which FB Ad Test Won? 71% more click throughs
- 35. When Something “Just Works”
- 36. 0.1% higher open rate Which Test Won?
- 38. Did we leave you inspired, wired, or fired up? Tell us in a session survey on the mobile app, and you’ll be entered to win a complimentary pass to bbcon 2017 in Baltimore!