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In this webinar Mark Stewart, Head of Marketing and Fundraising at Greenpeace Australia Pacific, discusses the increased role testing has played in all fundraising, marketing and communications activities at Greenpeace in the past twelve months. To view this webinar visit: http://www.blackbaud.com.au/notforprofit-events/webinars/past
Citation preview
Separating
Fact from
Fiction The true benefits of testing
Mark Stewart
Greenpeace Australia Pacific
Discussion of test results
“Community Building” results
Current “best practice”
Fundraising ask
1. Campaign Pushes
2. Acquisition of donors
through TM conversion
Percentage of NEW sign ons,
leaving email and phone
Community building triggers
Paid promotion – not so good
You tube – link to social media
distribution
Facebook – sharable
A particular moment in time
Supported by mainstream media
Public support/outrage
Follows the news cycle
Fair-weather friends
Online Conversion the Obama effect
500 tests over the campaign
Overall 49% increase in
conversion on donation page
161% increase in email sign
up
Biggest factor to conversion
Faster page loadings!
14% increase in conversion
Get specific – make it clear
Putting the donor in the picture
Donation page
5% increase
How are
Greenpeace
testing these
things?
Tax Appeal results
Tested landing pages
Return form
Ask letter
Language – more direct
Suggested amounts – per
segment
Control donation landing page
Test A landing page
Test B Landing page
Results – conversion to
donation
% change to
control
Control Test A Test B
% Conversion - -3.2% +5.0%
Avg Gift - -18.3% +21.9%
After 1 week……
Direct Mail test on gift amount
Test DM cash gift ask x 2
latest gift
SegmentRR %
change
Income %
Change
Avg Gift %
Change
TEST: Cash - <12mths - $5-$499 – 50+ or unknown -7.3 16.8 25.4
TEST: Cash – 13-24mths - $5-$499 – 50+ or unknown -1.8 40.8 43.3
TEST: Active RG – Signup more than 9mths ago - $5-$499
– 50+ or unknown-20.9 5.9 14.8
Higher ask (x2) or last gift
When looking at existing RG – impact was less and opt out spiked
Donation Form
DONATE FORM - TIGER APPEAL Old template - 21.4% conversion https://www.greenpeace.org.au/secure/appeal/end-of-year-2013/
New template - 21.7% conversion https://www.greenpeace.org.au/appeal/end-of-year-2013/
This test is still running and more data is needed to find a clear winner. At the moment it seems like the new style design doesn't convert significantly better than our current template. We intend to run more tests on these designs this year to increase conversion.
Old template -
21.4% conversion
New template -
21.7% conversion
But not everything new is better
SHARKFINNING PETITION
Old template - 77.4% conversion https://www.greenpeace.org.au/action/?cid=56
New template - 72.8% conversion https://www.greenpeace.org.au/action/?cid=49
1. Our old template is the clear winner.
It converts 4.6% better. In real terms, the old template
would have given us around 1,000 extra signatures on the
petition had we used it from the start.
2. The mandatory opt in did not suppress conversion
significantly.
We still have around the same number of conversions
regardless of the opt in style. This means the mandatory
proposition should increase new leads generated from
our cyber-actions without compromising overall petition
numbers.
In conclusion, the old style template converts better.
However, the design itself looks ugly and feels dated. We
intend to rebuild this design to make it look more modern and
up to date and then re-test.
Old template - 77.4%
conversion
New template –
72.8% conversion
Next Steps
Load times
More testing – more adventurous
Text
Pictures
Timing
Save payment info – for easier repeat
User Testing – not volunteers, or GP
family
System factors
Email system – manage fast
turn around and workflow
management
Continue to use Optimisely
Database interaction
Improved reporting
Thank you
Question?