Small Change…Big Tears…Great Advice
Month after month the folks at NextAfter treat us –without charge — to their online library of testing treasures.
These are folks in quest of answers to the fundamental question: Why do people give?
In fact, they’re obsessed with finding the answer in the digital world. Their Research Library contains, in their words, “the results of 1500+ experiments to give you ideas and insights on what to test…where to test…and how to develop learnings about your donors in order to grow your online fundraising program.”
Next time you’re puzzling over a digital campaign you’d do well to spend some time in the NextAfter Research Library.
So, in the spirit of the holidays, I couldn’t resist the message from Tim Kachuriak, CEO of NextAfter inviting me to check out the short film they prepared for this season of giving AND challenging me to see if my heart is still soft and my tear ducts working.
I invite you to do the same. If you’re not reaching for the Kleenex at the end you’ll benefit from the great underlying fundraising lesson that’s embedded—how simple, incremental change makes a huge difference.
So, click on the link below. And start crying.
CLICK HERE
An Agitator Holiday Raise to NextAfter, plus a box of Kleenex along with our gratitude for their generous year-round sharing of test results.
Roger
One response to “Small Change…Big Tears…Great Advice”
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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This has to be my favorite. https://www.youtube.com/watch?v=wlFiMoCbVMQ