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Your Guide to Fundraising Conversion Optimization PRESENTED BY #17NTCtestingtips

Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

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Page 1: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Your Guide to Fundraising Conversion Optimization

PRESENTED BY

#17NTCtestingtips

Page 2: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

#17NTCtestingtips

NTC Housekeeping!SESSION HASHTAG

#17NTCtestingtips

COLLABORATIVE NOTES

http://po.st/17NTCtestingtips

EVALUATION LINKhttp://bfred.us/2mtfTmz

1.5 Credits for CAE and CFRE

@BeaconfireRED

@Habitat_org

Visit us at Booth 517 to get your Tips, Tools and Checklist for Testing

Page 3: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Sara Hoffman

Analytics and Optimization Lead

Beaconfire RED

Liz Murphy

EVPBeaconfire RED

Scot Ninnemann

Internet Strategist

Habitat for Humanity

Who we are

Jen Boland

Analytics and Optimization Lead

Beaconfire RED

#17NTCtestingtips

Page 4: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Z About Beaconfire RED

Page 5: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Digital Marketing & Fundraising

UX & Visual Design Web & Mobile Development

Full Service Digital Experience Agency

+ + =Changing the world

Page 6: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Z

• Habitat’s vision: a world where everyone has a decent place to live.

• Build and renovate decent, affordable housing.

• Homeowners:

○ pay an affordable mortgage

○ receive financial education

○ build homes alongside volunteers

• All 50 U.S. states and 70+ countries.About Habitat for Humanity

Page 7: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Looking for those quick tips?

#17NTCtestingtips© Warner Brothers

There is no such thing as one size fits all tips or a single

checklist, but there is a process and that’s what we will

focus on.

Page 8: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

9 Steps for Optimization Success

1. Define your long-term goals and how you will measure success

2. Understand your traffic and your visitor journeys

3. Understand your visitors, especially the non-converting ones

4. Gather intelligence from competitors or experts

5. Identify your persuasive assets

6. Create your experiment strategy and plan

7. Design your challengers

8. Launch your experiment

9. Transfer learnings to other media

#17NTCtestingtips

Page 9: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Step 1 Define your long-term goals and how you will

measure success

Page 10: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

#17NTCtestingtips

How many of you have had your boss

walk into a room and say:

“Hey I saw this cool

thing on X site,

can we test it?

Page 11: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

#17NTCtestingtips

Keep your eye on the ball

Page 12: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Example Annual Goals

• Revenue: $1,000,000

• Donors: 11,000

○ Retain 7,000 donors

○ Acquire 4,000 new donors

• Budget: $250,000

#17NTCtestingtips

Page 13: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Step 2 Understand your

traffic and your visitor journeys

Page 14: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Traffic and Journeys

#17NTCtestingtips

Page 15: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Channel Report

#17NTCtestingtips

Start: Channels Report in Google Analytics

Page 16: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Channel Report

#17NTCtestingtips

?????

Page 17: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Organic Search – 90,122 Visits

Branded Search to Homepage

18,543

Donation Form

1,258 (68% drop off)

Non Branded Search to Deep Content

Pages

62,828

Donation Form

1,555(98% drop off)

#17NTCtestingtips

Donations

157(78% drop off)

Donations

14 (99% drop off)

Page 18: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Organic Search – 90,122 Visits

Branded Search to Homepage

18,543

Donation Form

1,258 (68% drop off)

#17NTCtestingtips

Donations

157(78% drop off)

Non Branded Search to Deep Content

Pages

62,828

Donation Form

1,555(98% drop off)

Donations

14 (99% drop off)

Page 19: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

KPIConversion Rate

Time on Site

Exit Rate

Bounce Rate

#17NTCtestingtips

Non Branded Search to Deep Content

Pages

62,828

Donation Form

1,555(98% drop off)

Donations

14 (99% drop off)

Why this funnel?

Page 20: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

KPIConversion Rate

Time on Site

Exit Rate

Bounce Rate

#17NTCtestingtips

Non Branded Search to Deep Content

Pages

62,828

Donation Form

1,555(98% drop off)

Donations

14 (99% drop off)

Why this funnel?

Supporting Metrics

Page 21: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

#17NTCtestingtips

Only you can make the decision for investing or viewing this as a rabbit hole?

Page 22: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

#17NTCtestingtips

BrightFocus Gift String

-

5

10

15

20

25

30

35

40

45

50

0-25 26-50 51-75 76-100 101-250 251-500 501-1000

Gift String Analysis

Control

Dig into other metrics

• Default ask was $50.

• Review past giving amounts

• Is that the right default?

Page 23: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Step 3 Understand your

visitors, especially the non-converting

ones

Page 24: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Habitat for Humanity “Visitor Journeys”

• Low donation form completion rate

• Survey of online donors: "Reason for your visit to our site?"

#17NTCtestingtips

Page 25: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Habitat for Humanity “Visitor Journeys”

Survey of online donors: “Reason for your website visit?”

○Mind already made up to donate to Habitat

Considering donating, but wanted more info first

All other reasons for visiting (volunteering, donatestuff, etc.)

#17NTCtestingtips

Mind already made up to donate to Habitat

Considering donating, but wanted more info first

All other reasons for visiting (volunteering, donating stuff, etc.)

Page 26: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Habitat for Humanity “Visitor Journeys”

• Survey of online donors: “Reason for your website visit?”

○ #1: Mind already made up to donate to Habitat

○ #2: Considering donating, but wanted more info first

○ #3: All other reasons for visiting (volunteering, donate stuff, etc.)

that’s…

• 3 different “donor journeys:”

○ Already decided to donate money

○ Already decided to donate stuff

○ Considering donating, but need to be convinced/reassured

#17NTCtestingtips

Page 27: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Donor Journey #3: Considering Donating, but Need to Be Convinced/Reassured• How to convince/reassure?

• Nielsen/Norman study (2009):

1. What does your organization do?

2. How will you use the money I give you?

• What info are we providing?

#17NTCtestingtips

Page 28: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Habitat for Humanity “Visitor Journeys”

• Does not answer key questions

• Not showing impact of donation

• Little here to reassure/convince

#17NTCtestingtips

Page 29: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Barriers to Conversion

#17NTCtestingtips

Low page loadForm errorsUX problems

Page 30: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Step 4Gather intelligence

from your competitors

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Problem: Need to Reassure and Persuade

#17NTCtestingtips

Strong HeadlineUnderlined and linked texts = benefits of giving and unique value proposition

Page 32: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Problem: Donation Completion Obstacles

#17NTCtestingtips

ConversationalPersonal Experience

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Problem: Increase Email Capture

#17NTCtestingtips

+1 for LightboxAdditional Segmentation Options

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Problem: Increase Email Capture/Advocates

#17NTCtestingtips

NoticeableNon-Interrupting

Page 35: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Problem: Increase Conversions on Deep Content Pages

#17NTCtestingtips

Donation Asks on Deep-Linked ContentCould work well for “Rage Donations”

Page 36: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Step 5Identify your

persuasive assets

Page 37: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Habitat’s persuasive assets

Studies: decent, affordable housing transforms a family’s life

Page 38: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Habitat’s persuasive assets

Homeowner videos and stories

“What our Habitat house means to our family”

Page 39: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Habitat’s persuasive assets Focus groups: what resonates most with our supporters?

• Aspects of our work that they relate to?

• Language that clicks with them?

• Concerns, past or present?

• Misconceptions?

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#17NTCtestingtips

Human Rights Watch Stunning Imagery

Page 41: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Social Proof

#17NTCtestingtips

It’s nicer way of saying

peer pressure

Page 42: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Social Proof – Quotes work too

#17NTCtestingtips

Page 43: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Social Proof

#17NTCtestingtips

https://blog.kissmetrics.com/social-proof-factors-2/

https://econsultancy.com/blog/65722-18-highly-effective-examples-of-

social-proof-in-ecommerce/

Page 44: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Step 6Create your experiment

strategy and plan

Page 45: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

You are not AmazonYou can’t test everything

Page 46: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference
Page 47: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

#17NTCtestingtips

Sample Test Needs DocumentTraffic Problem Solution Traffic Conv. Rate Estimated Increase

Direct Traffic Users who are aware of our organization and visit the homepage directly are not making it to donation forms at an anticipated rate

Add a top banner which builds the case for donating.

25,000 1.00% 50% more direct visitors make it to a donation form

Paid Search Donation form is slow to load, causing a high bounce rate.

Eliminate render-blocking JavaSCriptand CSS in above the fold content.

5,000 2.00% 25% more users complete a donation

Facebook Ads Donation form is slow to load, causing a high bounce rate.

Eliminate render-blocking JavaSCriptand CSS in above the fold content.

8,000 2.35% 25% more users complete a donation

Page 48: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference
Page 49: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Hypothesis Template

Based on <data discovered> we

believe <issue> is causing <undesirable

result>. We believe <change to be tested> will

help resolve <issue> and cause <desired

result>.

#17NTCtestingtips

Page 50: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Prioritize or Rank your Tests

#17NTCtestingtips

Page 51: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Test Plan

#17NTCtestingtips

Page 52: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Step 7Design your challengers

Page 53: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Habitat’s Test Challengers

Donation copy refocusing

• Test: “Why your donation transforms a family’s life”

#17NTCtestingtips

Page 54: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Habitat’s Test Challengers

Donation copy reformatting

• Existing: green box, “skip this”

• Test: black text, white background

#17NTCtestingtips

Page 55: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Habitat’s Test Challengers

• Hypothesis 2: site-wide content that convinces/reassures

#17NTCtestingtips

Page 56: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Habitat’s Test Challengers

Tactic: Make key site elements easier to understand

• Test: de-jargon (example: “affiliates”)

#17NTCtestingtips

Page 57: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Habitat’s test challengers

Tactic: Make key info easier to find

• Test: standard navigation terms

• Test: reorganize site navigation

#17NTCtestingtips

Page 58: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

HRW: Drive More Visitors to Donation Forms

#17NTCtestingtips

+119% in visits to

donation form

Page 59: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

BrightFocus: Get Conversions on Deep Content Pages

#17NTCtestingtips

Page 60: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

ADA: Reformatted Donation Form Experience

#17NTCtestingtips

Old form

New form

Page 61: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Step 8Launch your experiment

Page 62: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

#17NTCtestingtips

Habitat Test Results

Make key info easier to understand

Test: De-jargon the local search tool

Result: Donations up 22% (p < 0.01)

Make key info easier to find

Test: Use standard navigation term “About Us”

Result: Donations up 34% (p < 0.01)

Test: Reorganize navigation for scannability

Result: Donations up 42% (p < 0.001)

Page 63: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

#17NTCtestingtips

Habitat Test Results

Donation copy refocusing

Test: Focus, “Why your donation transforms a family’s life”

Tested both completion rate anddollar amounts chosen

Result: Donors chose larger dollar

amounts (p < 0.05)

Donation copy reformatting

Test: No green box; standard black text on white background

Result: Donations up 48% (p < 0.05)

Page 64: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

#17NTCtestingtips

BrightFocus: Raise Average Gift and Revenue

Existing Gift String

NEW Gift String

Page 65: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

#17NTCtestingtips

BrightFocus: 85% Increase YOY for Gifts Over $151

Page 66: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

Step 9Transfer learnings

to other media

Page 67: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

BrightFocus Foundation AdWords TestUsing Google AdWords to test how effective different copy variations are at improving click-through-rates.

Control Variants

+25.2%

CTR Improvement

-6.9%

CTR Reduction

#17NTCtestingtips

Page 68: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

AdWords Copy Used in Email CaptureBrightFocus rolled out “Don’t Miss Out” language to email capture form and saw an

improvement in email conversion.

#17NTCtestingtips

Page 69: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

The Spaghetti Tests

#17NTCtestingtips

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#17NTCtestingtips

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#17NTCtestingtips

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#17NTCtestingtips

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#17NTCtestingtips

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#17NTCtestingtips

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#17NTCtestingtips

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What worked for Habitat?

Page 77: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

#17NTCtestingtips

Process outlined today

• What are our site visitors’ needs?

• What stops potential supporters from donating?

• What info would persuade/reassure them?

• What do industry-wide studies tell us?

• What are our hypotheses about what works, and why?

• What specific changes will address those needs?

• What happened when we A/B tested those changes?

• What do the results tell us about motivating our donors?

Page 78: Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

#17NTCtestingtips

NTC Housekeeping!SESSION HASHTAG

#17NTCtestingtips

COLLABORATIVE NOTES

http://po.st/17NTCtestingtips

EVALUATION LINKhttp://bfred.us/2mtfTmz

1.5 Credits for CAE and CFRE

@BeaconfireRED

@Habitat_org

Visit us at Booth 517 to get your Tips, Tools and Checklist for Testing