I Give It A ‘B’

The Agitator

Recently I received a Quarterly Impact Report from Possible , a nonprofit providing health care services in Nepal. It’s a modest-sized organization that has treated a bit over 300,000 patients in that one country since 2008.

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TESTING: When A/B Tests Attack (your results)

The Agitator

In yesterday’s post we talked about when A/B tests show results, but all that’s really there is noise. Today, we’ll flip that on its head: sometimes an A/B test shows no result, but there’s an important finding just below the surface.

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The Quick and Dirty Guide to A/B Testing Your Donation Page

Nonprofit Marketing Blog

Enter A/B testing. Although testing might seem a little scary if you’ve not done it, there are simple tests you can perform to ensure you’re getting the most out of your online donation pages. Set up a second donation page with that variable changed.

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Ask and Answer - A Tale of Two Oranges

Social Media Bird Brain

Two Oranges by Carolyn Texera Sometimes it isn't a question of apples and oranges, but a question of two different flavors of oranges. not-for-profits clementine nuance Business not for profits A/B testing valencia ask Small nonprofit orangesThe small nonprofit where I'm currently contracting couldn't decide whether the solicitation letter they were sending out should have the ask upfront or in the middle.

Roll out some testing to liven up those Summer months


We run a lot of multivariate tests on donation landing pages throughout the year. But when Summer rolls around, virtually every organization we work with sees a big seasonal drop-off in their visitor traffic and conversions on their top donation pages. Testing and Analysis A/B test

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Mixed Links for Nonprofit Communicators

Kivi's Nonprofit Communications Blog

Have a speaking engagement coming up? If you like to share video on Twitter, you’ll be happy to know that now Twitter Makes it Easier to Share the Right Part of a Live Video with Launch of ‘Timestamps.’ Do you have questions about A/B testing? Venkman’s.

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Mixed Links for Nonprofit Communicators – June 15, 2018

Kivi's Nonprofit Communications Blog

And this might help too – Facebook Experiments with A/B Testing for Page Posts. If you operate on a fiscal year, you should Checklist Your Way to End the Fiscal Year Strong. Roxi Morris reminds you to Tie Donors To Your Mission, Not A Tax Incentive. Auburn, AL.

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Download Your Multi-Channel Fundraising Campaign Worksheet [FREE]

Kivi's Nonprofit Communications Blog

Or if you have been taking donations through your website, but want to take it to the next level, we have tips on how to optimize your webpage, run A/B tests, and segment your email list.

3 Powerful Tools to Help You Optimize Your Nonprofit Website

Kivi's Nonprofit Communications Blog

Crazy Egg lets you see what your website visitors are doing with heat maps (a picture of where people click on your website), scroll maps (shows how far down the page people are scrolling to help determine where they abandon your page) and more. Use this link to get a 90-day free trial.

BEYOND CUTE: Why Nonprofits Should Try Emoji In Their Digital Marketing

Kivi's Nonprofit Communications Blog

There’s even a World Emoji Day – July 17. Here’s how a few nonprofits cleverly celebrated: Happy #WorldEmojiDay ! How would you express the idea of a library using only emoji? A #HabitatforHumanity emoji story: ????????????????? A/B test if you can.

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10 Email Resolutions for the New Year


While we’re all guilty of making some email mistakes (too long of a subject line, multiple asks in one email) we’re always looking for ways to improve. Anyone can send emails but the key to having a great email program: high deliverability rate. Lucky for you, EveryAction has a study on how you can improve your deliverability - you can access it here. Setting up A/B tests should be easy and intuitive. You shouldn’t have to be an email expert to use a good CRM.

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Get Attention With Your Next Multichannel Campaign

Getting Attention

For example, if you’re releasing an email appeal, post the same call to action on one of your social media channels for a short time after the email goes out. Caveat: Since each channel has a different tone, style, and posting length, it’s important that you repurpose calls to actions that are appropriate for each channel. A/B test your email subject line before sending. Say you are launching a national campaign and you have 10,000 email addresses on your list.

Your Most Valuable Marketing Lesson Learned in 2011?

Getting Attention

I’d like to end the year by asking you to respond to a simple but vital question: What’s the biggest marketing lesson you learned (or re-learned) in 2011? Here are a few examples: Don’t fail to get a final proof before sending a brochure to the printer.

Searching Your Nonprofit’s Web Site—A vs. B Makes a Huge Difference

Getting Attention

I’m a devoted participant in Anne Holland’s blog, Which Test Won. Which do you think works best, A vs. B? This is such a tiny difference.” ” Well, the truth is that tiny differences in layout and design can make a huge difference in your results.

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5 Ways to Effectively Use Your CRM


A CRM is no different than any other tool that your nonprofit uses, in the sense that there is a difference between using it well enough to get by, and really getting the most bang for your buck. Utilize A/B testing for more impactful emails.

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GUIDE: Using Donor Personas to Maximize Your Nonprofit Fundraising


It’s no secret that storytelling in the digital age is essential for nonprofits , but the efficacy of stories depends largely on how clearly and strategically they’re communicated to each unique segment of your audience, also sometimes known as a persona.

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The Curse of Testing Illiteracy

The Agitator

Spurred on by my post The Curse of Fundraising Innumeracy , reader Mikaela King over at the National Geographic Society decided to “dog pile” on with what she termed “another illiteracy” in our sector — testing illiteracy.

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Proof Point #2: Email Subject Line Length Matters, SOMETIMES

Getting Attention

The best email subject lines are short [50 characters or less]…and provide the reader with a reason to explore your message further. What’s a nonprofit communicator to do? Are hit with a way-off marketing request.

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Expert Advice about Online Newsrooms, Part 1: Great Content

Kivi's Nonprofit Communications Blog

Throughout my years as a reporter with stressful deadlines, I’ve learned to appreciate companies with good online newsrooms on their websites. Several folks asked during my last media relations webinar “What makes a good online newsroom?”. A News Feed. A Photo Gallery.

Last Chance: Share Your Nonprofit Marketing Wisdom — Before midnight

Getting Attention

Here are a few of the submissions we’ve received: Make professional development and continuing learning a priority – and protect the time. Do an A/B split (comparing response on two versions) on a fundraising campaign landing page on your website before rolling out the campaign.

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Ep237: How Visit.org is Partnering with Nonprofits to Offer Unique Travel Experiences

Selfish Giving

Today on CauseTalk Radio , Megan and I talk to Michal Alter , Co-Founder and CEO, Visit.org , about how this B-Corp is curating different local travel experiences — ranging from free to several thousand dollars per person — all in the name of social good!

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Direct Mail Is Here to Stay (and How)


Knowing the methodology has evolved, how do we cut through email clutter and reach donors in a personal way via their mailbox? We worked with external vendors, so as you can imagine there were a ton of spreadsheets involved. When I started at EveryAction I knew one of the first things I wanted to work on was a direct mail planner to make some of that work easier. There’s often a lot of back and forth in direct mail. Direct mail can be a bit of a dinosaur.

TEST RESULTS: Donors Care About Their Impact, Not Your Overhead

The Agitator

A significant factor in the donor’s decision to give rests in how s/he answers the question, “how am I going to feel if I make this gift?” You can view a full presentation on the DV/DMANF Study here.).

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Your Most Valuable Marketing Lesson Learned in 2010?

Getting Attention

I’d like to end the year by asking you to respond to a simple but vital question: What’s the biggest marketing lesson you learned (or re-learned) in 2010? Some examples might be: Don’t fail to get a final proof before sending a brochure to the printer.

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Day in the Life of a Nonprofit Communicator – Thomas Negron

Kivi's Nonprofit Communications Blog

Don’t be shy – tell us what you do in a typical day as a nonprofit communications pro. Catskill is a refuge for farmed animals rescued from cruelty and neglect. I have a call with a sales rep and request a proposal. It’s time for a walk!

The 5 Questions Nonprofits Always Ask Me About Fundraising Emails

Kivi's Nonprofit Communications Blog

Some about content, but a lot about mechanics. A good email appeal is part art and part mechanics. It dials up your emotions and proffers giving as a fix to outrage, fear or sadness, or as a display of loyalty, pride or duty. Next, A/B test your subject lines.

But Why?

Ann Green

You’ll answer a question, and she’ll respond with “but why?” A lot of our communication isn’t focused on why something is important. As you work on your messages, pretend your donor is a four-year-old who keeps asking “but why?” Give a specific example.

Mixed Links for Nonprofit Marketers

Kivi's Nonprofit Communications Blog

Nancy Schwartz talks about A/B testing for websites and what a big difference tiny changes can make. Take a moment to answer their brief 4-question survey, NTEN 2012 Communication Mix. If you had busy week like I did, relax and enjoy some Mixed Links!

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How to get mobile donors to convert


For most nonprofits, there’s been a steady growth in the use of smart phones and tablets by visitors to their websites. This has led to a lot of consternation as organizations wrestle with the challenge of providing a better user experience for site visitors on smaller screens.

Annual Report Resources Roundup!

Wild Woman Fundraising

I’ve written a few annual reports over the years- And I’ve edited a LOT more! In that time I’ve been pleased to see my students getting tons more money in the mail as a result of stepping up their annual report story writing, design, and calls to action.

Testing 101: 4 Steps for Optimizing Your Fundraising Approach

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That is why testing is a must for nonprofits. We’re doing our causes a disservice each time we don’t test — potentially leaving money, actions, and opportunities on the table. Here’s a quick primer on how effective testing works: Step 1: Be clear on your goals.

Your Boredom is a Bad Way to Measure Success

Kivi's Nonprofit Communications Blog

I get this question a fair amount, and it came up in the Direct Mail for Small Nonprofits E-Clinic this week: Once we find the voice and style that works for us, how much do we need to get creative every month? Getting creative is NOT a high value goal in direct mail. (I

Direct Mail Test Results

The Agitator

The Agitator has been featuring various A/B tests as reported on Which Test Won ? Here’s their first example of a head-to-head direct mail test … in this case, centered on the offer. Which offer wins: A $35 Special Membership or a $45 Membership + Dining Discounts? So far their tests have all been of the online variety. The test was conducted by Nebraska’s NPR station, and we have heaps of public TV & radio readers … so here it is.

7 Online Donation Page Mistakes to Avoid

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Has it been a while since you''ve updated your organization''s online donation page? When a donor goes to your donation form from your email appeal or website, do they feel like they have been transported to a different planet? A donation page that looks like your other campaign materials and your nonprofit''s website makes your donation experience familiar and seamless. Usability testing will help you uncover any issues that may derail a donor.

How to Use CRM + Donor Management Software to Talk to Anyone


Whether you're reporting to your board, supporting teams in different departments, or just trying to get through to a specific type of donor, we've broken down all the ways your CRM + donor software can help. FYI - this is a long read. Here’s a quick-start template to get you going. ).

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18 Email Subject Line Strategies That Will Increase Your Open Rates

Wild Woman Fundraising

Has it been a few weeks or a few months since you sent out your last one? Or there’s 4 ways to advocate for your cause, and you’re offering a free pdf about this! There’s no coincidence that this word happens a lot in movie trailers. A new monthly donor!

Rochelle Zeidman: Featured Fundraiser

A Small Change

Development is a means to an end. Ours is a rapidly changing profession — stay tuned in to change so you will be an effective leader. Have a plan a, b and c for your organization and monitor closely. You guess: did we ultimately receive a gift?

Wanted: A Theory of How to Activate Multiple Cause Marketing Campaigns

Cause Related Marketing

In this season of the year, it’s easy for a retailer to be involved in two or three or even more cause promotions at the same time. Case in point is this recent weekly flyer from a local grocery chain with 24 outlets called Fresh Market. Got a theory?

EMAIL: The King of the Digital Hill

The Agitator

Jesse Littlewood, a campaigner and digital strategist who’s helped build Common Cause’s impressive digital advocacy and fundraising efforts from 250,000 supporters to over 1 million in 36 months while yielding millions of dollars in small, individual gifts. Jesse’s recommendations, delivered in a webinar at Harvard’s Shorenstein Center on Media Politics and Public Policy , can be found here: Five Reasons Why Nonprofit Media Should Ask Their Audience for Support via Email More Often.

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Simple E-tail Cause Marketing

Cause Related Marketing

There’s a lot of fundraising going on at retail these days, oftentimes the easy to execute paper icon campaigns. A lot is at stake for cause marketers. Worldwide e-tail represents no less than a $770 billion business. Cause-Related Marketing does a world of good.

Where Does Fundraising Begin?

The Agitator

Well, not entirely, The Agitator would still give you a B+. As Godin says: “When the thing you sell has communication built in, when it is remarkable and worth talking about, when it changes the game–marketing seems a lot easier.

A Little Hair of the Dog

The Agitator

But it took a for-profit to give an interesting example of a next logical step in the identity process: Tito’s Vodka for Dog People (which I learned about through the Neuromarketing blog , to give credit where it’s due). This test was for a large disease organization.

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Raise more money online with a great headline


If you could change just one thing on your website’s donation page and get a 50% lift in the conversion rate, you’d probably do it in a heartbeat. To understand what a lift of that magnitude could mean for your online fundraising program, imagine your donation page is converting 12% of visitors, comprised of 10 donations a day averaging $50 ($500 daily revenue). And getting the answer is easy with A/B testing.