DonorVoice PreTest Tool Webinar Deck
In this session you’ll learn about the two, inter-related problems of traditional direct mail testing:
1) The A/B road to infinity
2) Throwing out the Baby with the Bath Water
and how to avoid both with a methodology and tool well established in the commercial sector to guide product development for things like toothpaste when faced with a myriad of choices and combinations on size, shape, color, brand name and price point.
You’ll hear about case studies in the non-profit space applying this tool to direct mail packages to identify the optimum combination of outer envelope, letter, copy, teasers, premium inserts, etc…You will get a behind the scenes look at the process and understand the significant financial benefits from lower production costs to better net income and of course, getting to rollout faster. You will understand why one senior fundraiser said “it is like 18 months of testing in a day”.
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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