Here Is Great Marketing
Attention nonprofit fundraisers: LunaMetrics gets it!
Lunametrics focuses on improving clients' online conversion efforts.
I just subscribed to their e-newsletter, and here's the confirmation message I received … from their CEO, not some anonymous or “admin” address. Did the CEO personally send it? Maybe, maybe not … but the takeaway is still that the top dog stands behind her product.
Here's the full message:
To: Roger Craver
From: Robbin Steif, CEO
Subject: LunaMetrics confirmation (please read)
Confirmation email and digital gift
Hi Roger,
As you requested, I signed you up for my company's Luna Monthly, Increasing Online Conversions. I think it's great that you care about conversion rates: so many companies are still overly-focused on traffic.
I hate to make you wait around for the next edition. So maybe you want to start by reading this whitepaper we recently wrote on increasing your conversion rate through segmentation:
Download here to start learning about conversion rates immediately
(http://www.lunametrics.com/pdf/Increase%20your%20conversion%20rate.pdf)
You know, there's a reason that I make a big deal about your subscription, and get you started learning about conversion right away. Studies show that this email —
the one that says, “Thanks for joining our mailing list” — is more highly read than any other email LunaMetrics will ever send to you again. ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Don't worry – we won't sell, rent, or give your name or address to anyone. (Why would we? Your information is much too valuable for us to share it with anyone.)
If you ever decide that you don't want to hear from us, just click on the link at the bottom of any email and you can unsubscribe, or change your preferences. If that's too impersonal, send email to me personally (mailto:steif@lunametrics.com) and I'll handle it for you.
Sincerely,
Robbin Steif, CEO
The tone of this message is just right. It has personality. I'm already impressed with their savvy. And I get to look at back issues of the e-newsletter immediately, when my interest is at its peak.
Well done, Robbin Steif … I'll bet you know something about improving online conversion rates. You deserve a raise!
Roger
P.S. Take a look at their guarantee!
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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