Response Devices- Offline and Online Robin Riggs, Robbinskersten Direct September 14, 2015
Jan 13, 2016
Response Devices-Offline and OnlineRobin Riggs, Robbinskersten Direct
September 14, 2015
Why is this so important?
We know donors get this far and respond or not. - Biggest test results since softening
- Every inch is critical real estate!So let’s break them down…
Anatomy of a Reply:A Testing Playground
So Many Zones/Inches of Opportunity
• Zone 1: Headlines/Branding• Zone 2: Gift Ask• Zone 3: Gift Array• Zone 4: Name and address• Zone 5: Simple Details
Zone 1: Headlines/Branding
• Campaigns• Mission-based Statements• Donor affirmations• Design/ Images• Seasonal• Special Offers• Urgent!
Headline: Campaign/Drive
Headline: Campaign/Seasonal
Headline: Campaign/Mission
Headline: Annual Fund/Local
Headline: Mission/ “you”
Headline: Mission personal
Headline: Mission declarative
Headline: Mission/ Affirmation
Headline: Image
Headline: Design
Headline: Seasonal
Headline: Special Offer
Headline: Supporter since…
Headline: Urgent
Zone 2: Gift Ask
• Donor Affirmations- Yes!...• Direct Ask: Please help…• Mrs. Sample…• Handwritten• Audience Segment Specific• Long vs. Short
Gift Ask: Yes with Check Box
Gift Ask: Yes with Check Box
Gift Ask: Mrs. Sample…
Gift Ask: Confirmation
Gift Ask: Handwritten
Gift Ask: Mini letter
Gift Ask: Memo Style
Zone 3: Gift Array
• Static Variations• Variable Variations• Circled Amounts• Linkages• Match Formats• Levels• Statement Format
Gift Array: Static/linkages Ask
Gift Array: Variable/ high links
Gift Array: European Ask
Gift Array: Circled Ask
Gift Array: Circled Ask
Gift Array: Circled Upgrade
Gift Array: Linkages
Gift Array, Match
Gift Array: Midlevel Invite
Zone 4: Name and Address
• Bolding• Loyalty
Name and Address: Loyalty
Zone 5: Other Details
• Affinity• Deadline• All Laser• Handwritten• Backgrounds• Supporter Cards• Monthly• Push to Online/ Email Requests
Other: Affinity
Other: Affinity
Other: All Laser/ Urgent and Flexible
Other: Full Page
Other: Supporter card
Other: Monthly/ multi part
Other: Email and push to online
Online Donation Pages
Best Practices for Response Enhancement
And another place where donors have had to navigate towards and then make big decisions to leave or stay!
Klyde Warren Park
The National Shrine of Saint Jude
National Ovarian Cancer Coalition
Salesian Missions
MD Anderson Cancer Center
Online Donation PagesBest Practices and Top Test Priorities:• Buttons: Radio style versus tablet• Single column format versus double• Single Visual adds warmth without distraction• No Navigation bar• Placement of Gift Array as first choice• Colors of buttons and amounts/ # of choices• Preselected ‘upgrade” button in the array• Prepopulated amounts in the “Other” bar• Lead in copy (gift ask) or none
Final Thoughts
• Test, test, test• Focus on gift arrays to start• Target audiences for tests• Measure response within audiences too• Simple, uncluttered works best• Work the zones• Persevere offline and online- donors respond
Thank You!Questions? [email protected]