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Game Changing Tests to Try Now

Game Changing Tests to Try Now. Lynn Mehaffy, CFRE, Vice President Lautman Maska Neill & Company Amy Sukol , CFRE, Vice President Lautman Maska Neill & Company. What We are Going to Discuss Today:. How to Design a Test How to Pick a Winner Tests that are Making a Difference !

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Game Changing Tests to Try Now

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  1. Game Changing Teststo Try Now Lynn Mehaffy, CFRE, Vice PresidentLautmanMaska Neill & Company Amy Sukol, CFRE, Vice PresidentLautmanMaska Neill & Company

  2. What We are Going to Discuss Today: • How to Design a Test • How to Pick a Winner • Tests that are Making a Difference! • Questions

  3. If You are Going to Test … Do it Right! • Determine what you are trying to achieve. • Only test one thing at a time. • Split your data proportionally and randomly. • Test enough quantity to provide readable, replicable results.

  4. How Do I Pick a Winner? • Set a goal for the test i.e. have a hypothesis. • Look at test results in relation to the desired goal: • Did you increase your response rate? • Did you increase your average gift? • Did you lower your costs? • Did you decrease your cost to acquire a donor? • Was the test result statistically significant? • Do no harm!

  5. What is Game Changing?

  6. Less = More? • Meals on Wheels groups almost always do more than just serve meals. • Will donors give more if they know they do more? • This message test made it clear.

  7. “Agency” Message Throughout the Package

  8. The Results!

  9. Less = More(part 2)Do You AlwaysNeed a Letter?

  10. No Letter

  11. The Results!

  12. And again … No Letter

  13. The Results! • New streamlined package provided: • 20% lift in response rate • 17% savings in cost • Tested into decal (vs. bookmark, and sticker)

  14. More = More? • One group found that adding certain design elements to the OE and reply form lifted response and average gift. • Could adding more make it even better?

  15. Added Artwork

  16. The Results!

  17. More = More(part 2) • One group had always used two sheets of labels but wanted to reduce cost.

  18. Could They Eliminate One Sheet?

  19. Results!

  20. Close a Window = Open a Door • Package and list fatigue were dragging down a longstanding control. • Numerous tests (message, ask amounts, personalized teaser) failed to make a difference. • One simple change finally worked:

  21. Closed Face Envelope

  22. The Results!

  23. Close a Window = Open a Door(part 2) • Premium package plagued by low value giving. • Can we wean prospects away from the premium with a closed face envelope?

  24. Closed Face Envelope/Fewer Labels

  25. The Results!

  26. A Little Reminder = Big Giving • Successful past appeal was being used again. • Many current donors had responded well. • How do we get them to do it again?

  27. Remind Them They Gave in the Past

  28. The Results!

  29. So Many Ways to Ask … • There are almost as many ask strategies as organizations. • It pays to keep trying new ones! • Here are four that made a difference:

  30. “Other” vs “Your Best Gift”

  31. The Results!

  32. Up or Down?

  33. The Results!

  34. Tis’ The Season?

  35. The Results!

  36. Would Donors Give Just $5 More?

  37. The Results!

  38. Other Testing Ideas … • Outer envelopes: to tease or not to tease – keep asking the question! • Font size: sometimes size does matter. • Premiums and freemiums: does it pay to give it away? • Member versus supporter. • Personalization: how much is too much?

  39. One Last Winner! • One organization was only successful with internal prospecting, but it was flagging. • The last acquisition in 2011 yielded a $90 cost per new donor. • Organization investing in data append that helped them “find” 29,000 long-ago alumni addresses. • Did it make a difference?

  40. Prospect Alumni Kit

  41. The Results! • Investing in the new data enabled the organization to acquire 470 new donors at breakeven. • Not truly a test – but worth a try for alumni type internal prospects.

  42. One Cautionary Tale • Using a yellow OE to call attention to an emergency campaign dropped the response rate 12.5% and the average gift by 8%

  43. Lynn Mehaffy, CFRE, Vice President lmehaffy@lautmandc.com Amy Sukol, CFRE, Vice President asukol@lautmandc.com LautmanMaska Neill & Company 1730 Rhode Island Avenue, NW, Suite 301 Washington, DC 20036 202 296-9660 | www.lautmandc.com

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