Breaking Down Your Acquisition Silos

The Agitator

It advocates breaking your mental jars of acquisition money and (shockingly) using them where they can do the most good. Lapsed reactivation versus new donor acquisition. Let’s assume Bing and Google searchers have similar donation patterns (which I would assume, but test).

TEST RESULTS: You Raise More Money When You Listen to Donors’ Preferences

The Agitator

In fact, this technique was about as important as the trust validators we discussed yesterday. ” The American Diabetes Association tested this in acquisition. This test version had a $3.40

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Acquisition: Why ‘Best Practices’ Suck

The Agitator

One organization copying another organization’s seemingly successful acquisition package simply leads to the next doing the same. In short: through the theft of techniques (excuse me, ‘adoption of proven techniques’), the nonprofits who steal and adapt them become nothing more than unidentifiable commodities themselves. How many meetings have I sat in where clients told me “when we tested our logo against a blank envelope, the blank envelope won.”

Acquisition: Prospecting Hope For Small Organizations

The Agitator

Sadly, when it comes to direct mail acquisition the deck is stacked against small organizations; especially those with a regional or local mission focus. Fortunately, there’s hope – the use of predictive analytics to build productive and high-yield, high-retention acquisition programs.

What Do You Mean When You Say “Segmentation”?

The Agitator

This is understandably practiced by smaller organizations that may not have sufficient volume to test or create different versions for different donors. Let’s say your policy is that everyone who is being mailed as an active donor is ineligible to receive acquisition pieces. A donor could go from getting 24 mailings per year to getting two, as above, then back to 12 as they reenter the acquisition stream. Then, they will be back to acquisition packages.

#Interview: Michael Stein, Author, Blogger, & Veteran Nonprofit Technology Strategist

Non Profit Marketing 360

There’s a lot of experimentation and testing going on all over the industry right now as nonprofits try to determine the best way to fundraise. What are new techniques for raising money from friends.

More On 2nd Gifts – Part 1

The Agitator

Our job [as fundraisers] is to protect the acquisition investment. . In short, as Caity notes, true ‘donor acquisition’ involves far more than simply getting the initial gift. PROBLEM AND OPPORTUNITY STARTS WITH ACQUISITION. Incomplete Acquisition Metrics.

#INTERVIEW: Jeff Brooks, Nonprofit Blogger, Author, and Creative Director

Non Profit Marketing 360

We started sharpening the techniques, we did some testing. I mean, we try to bring the techniques and the mindset. Jeff Brooks has been working on behalf of nonprofits for more than 20 years and passionately blogging about fundraising since 2005.

#Interview: Michael Stein, Author, Blogger, & Veteran Nonprofit Technology Strategist

Non Profit Marketing 360

There’s a lot of experimentation and testing going on all over the industry right now as nonprofits try to determine the best way to fundraise. What are new techniques for raising money from friends.

Powerful Segmentation Ideas for Year-End Online Fundraising Campaigns

Kivi's Nonprofit Communications Blog

Reference acquisition source, i.e. Care2 or (“thank you for signing our petition in support of increased funding for early childhood education”). Test tone – institutional vs personal. Test length – shorter, more graphical appeal vs a longer appeal.

12 Key Digital Engagement Trends from the 2018 M+R Benchmarks Report

EveryAction

To compensate for these changes in individual behavior, digital campaigners have had to up their testing and innovating game to new levels, and bite the bullet and send more email than ever before. Having a tool that allows for easy segmentation and testing is key to improving email deliverability. With easy to use A-J testing, nonprofit digital teams can ensure that every message is targeted and reaching the right audience.

Do You Know Your ‘Failure Rate’?

The Agitator

Of course we arrive at such a silly expectation without the foggiest idea of what the ‘failure rates’ are on the techniques and technologies we’ve been using — without question — for years. Why Most Direct Mail Acquisition Testing Sucks. There’s no better example of not understanding the importance of ‘failure rates’ than in the area of direct mail acquisition testing. On the one hand, we settle for our own testing that delivers only 10%-20% success.

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Nonprofit Failure Is Too Rare

The Agitator

The past two days, Roger has written ( here and here ) about innovative ways to test direct mail acquisition packages. He’s also written recently (here and here) about applying predictive modeling techniques to donor prospecting … including tools for smaller organizations. Acquisition charities Don't Miss these Posts fundraising innovation nonprofit management nonprofits Seth Godin

Peer-to-Peer Fundraisers: Don’t Run. Dash!

The Agitator

That’s because authors Katrina VanHuss and Otis Fulton provide a fascinating, road-tested tour of donor motivation, donor recognition and donor incentives—good and bad—and the behavioral science principles that undergird them. I mean it.

For Your 2018 Matching Gift and #GivingTuesday File

The Agitator

When we looked at a year’s worth of numbers, they had sent 30% fewer emails to this test audience. I used to think they were because I tested them against non-matches. However, when tested against lead gifts —when you announce there is a significant lead donor and don’t use that as a match— they tend to lose. And you can even improve on this as Uri Gneezy and colleagues did when they tested the claim that the lead gift covers the overhead for the campaign.

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A Soggy Box of Matches

The Agitator

When we looked at a year’s worth of numbers, they had sent 30% fewer emails to this test audience. I used to think they were because I tested them against non-matches. However, when tested against lead gifts —when you announce there is a significant lead donor and don’t use that as a match— they tend to lose. And you can even improve on this as Uri Gneezy and colleagues did when they tested the claim that the lead gift covers the overhead for the campaign.

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A $400 Billion Industry Powered by Anecdote

The Agitator

Erica Waasdorp in her comment notes that the diligent among us can range out and about, like hunting dogs on the scent, in search of testing results and other ‘best practice insights. Who keeps a rigorous record of all their tests nowadays?

Facebook Versus Real Money

The Agitator

We tested on two different clients in both an acquisition and a renewal and while both saw minimal boosts from this formatting (6% revenue boost on an acquisition and 3% revenue boost on a renewal), neither had the overall performance to make the results statistically significant or to rollout for future mailings.&#. Given the fact that the technique costs about $300, not a bad return. All of course to be tested.

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Flat Earth Fundraising: Lessons From Italy & Greece

The Agitator

Ask most fundraisers what are the payback periods for their acquisition programs … or their retention rates … or heaven forbid, the Lifetime Value of new donors. Acquisition’ and ‘Retention’ are acknowledged as the two major problems in direct response fundraising. Something simple like requiring fundraisers to pass a math test, or requiring Excel operators to pass a thinking test. Or CEOs a creative test. Permit me a personal essay, please.

Idle Hands Are The Devil’s Playground

The Agitator

We thought about the economy of merging the two blogs together, but decided against that for two reasons: 1) The Agitator has a distinct and special group of readers and a community we don’t want to disturb; and, 2) there is a crying need for more specific “how to” tools, techniques and best practices that the wider DonorTrends Team and its network of partners can bring to the party.

The Best of Social Marketing in 2014

Social Marketing and Social Change

Social marketing techniques can encourage parents and health care providers to vaccinate preteen boys against HPV. Two years into implementation, we evaluated this program’s effectiveness for MSM by testing whether exposure to any or a combination of program components could reduce HIV risks. We estimated average treatment effects of each component and all combined to assess HIV testing and condom use outcomes, using multivariable logistic regression.

The Skinny on Direct Marketing 101 – The Basics: A Participant’s View

DonorDigital

Surviving economic recovery means 3 things: acquisition, building donor retention and amping up creative.” Testing, appropriate messaging and making it easy to stay involved will bring in those multi-channel donors that have more value. DMAW’s initiation on the ‘tools of the trade’ provides a base for understanding proven techniques and processes.

“Copy & Paste” Toward Oblivion

The Agitator

Yesterday, in light of Target Analytics’ report on the continuing decline in both donor acquisition and donor giving, I asked “Why do so many organizations persist in doing the same old, same old year after year hoping that results will suddenly improve?&#. Fear of not being able to convince the CEO or board to invest what’s really required to research, test and figure a better way into the future. “Steal&# and Test the Best.

The Best of Social Marketing in 2014

Social Marketing and Social Change

Social marketing techniques can encourage parents and health care providers to vaccinate preteen boys against HPV. Two years into implementation, we evaluated this program’s effectiveness for MSM by testing whether exposure to any or a combination of program components could reduce HIV risks. We estimated average treatment effects of each component and all combined to assess HIV testing and condom use outcomes, using multivariable logistic regression.

Spray And Pray

The Agitator

In the direct mail channel, the thoughtless, non-strategic practice of tossing as many appeals and acquisition pieces as an organization can afford — regardless of long-term result — is referred to as "burn and churn." While firms like Convio and Blackbaud are contributing valuable and helpful metrics on the growth of online fundraising and on the use of some techniques, we all need to pay more attention to the email channel specifically.

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Donor Involvement Yields Fundraising Dividends

The Agitator

The morning’s mail brought this from a loyal Agitator subscriber: “Team Agitator – I am doing some research for a client about how response rates on acquisition are impacted by packages that ask prospects to take an action in addition to giving a gift. You ask, how do these devices affect results in direct mail acquisition efforts? (Or Where acquisition programs are concerned, this can spell a significant financial difference.