MarketingSherpa
A recent post by Nancy Schwartz at Getting Attention reminded The Agitator just how valuable MarketingSherpa is.
Gail was touting Marketing Wisdom for 2007, their annual compilation of best marketing lessons. All sorts of marketers submit items about something they learned in the previous year, and the editors at MarketingSherpa pick out and publish the best … this year 110 tips in categories like email marketing, social networking, podcasting, blogging, websites, as well as traditional marketing and advertising.
We just saw their 39 picks for best email marketing in the previous year — best opt-in campaigns, e-newsletters for marketing purposes, direct sale and lead generation offers, e-welcomes, automated series, best tests, and more … all with informative write-ups and RESULTS.
Indeed, what we like most about MarketingSherpa is reliable data, data, data. Tons of marketing stats and benchmark data you can use for planning, presentations, etc. Over 700 case studies. Over 2100 creative samples. All kinds of marketing.
MarketingSherpa is not an agency pitching business. They're a “research firm specializing in tracking what works in all aspects of marketing (and what does not).” Anyone can submit material, but MarketingSherpa writes its own case studies and reports in-house after reviewing results information and interviewing the principals involved.
Some material is available for free, including a free e-newsletter with 237,000 readers.
But accessing most of their research requires an annual subscription in the $400 range. They offer a free trial period, group memberships, and promise to refund your fee on a pro-rated basis if you decide to cancel your subscription at any time.
We can't think of a better radar for nonprofit marketers wanting a steady source of fresh market-tested ideas.
Roger & Tom
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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