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Adding Mobile to your Holiday Fundraising

Adding Mobile to your Holiday Fundraising. John Brian McCarthy McCarthy Interactive Marketing Mobile Commons Webinar November 13, 2013. Overview. Goals Timing Testing Quick tips Questions. Goals. Goals. Email conversion Direct mail Move premium Mobile-friendly web form

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Adding Mobile to your Holiday Fundraising

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  1. Adding Mobile to your Holiday Fundraising John Brian McCarthyMcCarthy Interactive Marketing Mobile Commons Webinar November 13, 2013

  2. Overview Goals Timing Testing Quick tips Questions

  3. Goals

  4. Goals Email conversion Direct mail Move premium Mobile-friendly web form Text-to-donate

  5. Goals Reliable donors: Donation amount Recruit friends

  6. Goals Sporadic donors: Lock in early Find trigger point

  7. Goals Non-donors Get first gift Recruit friends

  8. Goals New subscribers Sell organization value Why join? Start holiday tradition

  9. Goals Acceptable unsubscribe rate Cost of acquisition Plans for replacement Watch who’s leaving

  10. Timing

  11. Timing Pre-Thanksgiving Cultivation Clear the runway

  12. Timing Thanksgiving Connect to mission Thank for support

  13. Timing Post-Thanksgiving Black Friday Giving Tuesday In-between

  14. Timing Early December 1 ask/week Premium shipped by XMas

  15. Timing Christmas TY message or nothing

  16. Timing Late December Near deadline (C)(3) and taxes

  17. Timing New Year’s Eve Last chance! Thank donors

  18. Timing New Year’s Day Thank you! Give them a break

  19. Timing

  20. Testing

  21. Testing Expand the matrix But… Watch statistical significance

  22. Testing Find your break points

  23. Testing Test BIG things

  24. Testing Accept the probability of failure

  25. Testing Remember what you want

  26. Testing QA each test path

  27. Testing Ten tests: Is a one-step or two step mobile donation form better?

  28. Testing Ten tests: How close to an email broadcast should I send a kicker?

  29. Testing Ten tests: What does address cost in conversion rate?

  30. Testing Ten tests: Black Friday weekend timing

  31. Testing Ten tests: Is a second New Year’s Eve broadcast at 10:30 pm worth it?

  32. Testing Ten tests: How powerful are matching gifts?

  33. Testing Ten tests: What’s the value of a premium?

  34. Testing Ten tests: Are users who receive an advocacy broadcast in December more likely to donate?

  35. Testing Ten tests: Do text-to-givers become real donors over the next year?

  36. Testing Ten tests: Is there real ROI on matching asks to advocacy preferences?

  37. Testing Ten tests: BONUS: Does sending a TY text the day after a gift increase future giving?

  38. Testing Change your plan as results come in

  39. Quick Tips

  40. Quick tips QA everything, from broadcast to donation TY Triage Moderate expectations

  41. Quick tips Stay user-focused

  42. Questions?

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