Testing

Published on July 2, 2014 by

Why did your tax appeal do so badly… or so well?

Now that June 30 is over and charities are tallying up their results, it’s time to debrief.

Were you well over target, right on or did you raise less than you hoped? Whatever the case, it’s crucial to debrief on why you got the result you did.

So, what if you didn’t reach your appeal goal? Try to resist the urge to blame others. It’s time to take a closer look at what went wrong – and apply those learnings to future campaigns. An appeal is really only a complete failure if you refuse to learn from your mistakes.

If ...

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Published on June 25, 2014 by

Only 5 days to go! 10 last-minute suggestions for your EOFY emails

I’ve spent a good part of the last few weeks writing emails to support direct mail appeals. As part of this, I pulled together a whole lot of results from various email campaigns – both my own and others – from various sources.

I’ve found a lot of results have been contradictory. I suspect this is the case for several reasons. These include how the donor email address was acquired and different levels of donor engagement. The quality of email content. What else the donor has been receiving via email. The list goes on.

So I provide the following list ...

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Published on December 10, 2013 by

Are home page sliders hurting your fundraising?

A few years back, I overheard a web development officer at an Australian charity. He was proudly saying they were revamping their website home page – and it would have a cool new slider.

Well, they do indeed have a cool-looking slider now. One of those huge rotating banners with teeny tiny dots to click if you want to change images.

I didn’t think much about it at the time. Although I did notice sliders seemed to be all the rage amongst non-profits.

But now I have to wonder at what cost. Especially when I received the results of this ...

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Published on October 9, 2013 by

Risk-value segmentation – get better ROI on your direct mail

Risk-value segmentation takes into account the risk of losing a donor and the potential value of that donor.

World Vision developed and used this segmentation model to get better return on investment from several direct mail campaigns. The results included average gifts up to $30 higher and response rates 10-20% higher.

Thanks to supporter growth manager Bernadette Kennedy for sharing on this at the recent F&P Forum. I thought this model could be useful to other charities, so I decided to follow up on her generous offer to speak to their Marketing Intelligence team about it. Senior marketing intelligence manager ...

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