1 Project HOPE Sustainer Program Development Avoiding the challenges of A/B testing through stated preference research. Jann Schultz, Project HOPE August 2015
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Project HOPE Sustainer Program Development
Avoiding the challenges of A/B testing through stated preference research.
Jann Schultz, Project HOPEAugust 2015
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Segment Profile: Donor File: Actively engaged Org donors with email
address
Acquisition Panel: Filters included: Age 50 or older. Have made a charitable contribution in past 12 months
via direct mail or online.
Segment Completes*
ORG Donor File 327
Acquisition Panel 336
*Each respondent evaluated 12 difference choice sets =
15,912 total packages
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LOGO
ASK
INSERT
IMAGE
TANGIBLE
BENEFIT
A donation of just $15 per month Just $0.50 cents per day Just $1 per day
can be multiplied to send $18,900 worth of supplies every year to people who
need it most.
can be multiplied to send $193,500 in
supplies to help people who need it most.
can deliver 2 emergency medical kits every month to people who need it most.
can deliver 12 cases of prenatal vitamins every month to people who
need it most.
can help people around the
world in need.
Helping ship donated medical supplies to those in need will make you feel
great.
Other valued donors like you gave $21 per month to
ship donated medical supplies to those in need.
Please think about how a relatively small donation on your part fits
with your values and sense of doing what is right as part of a global
community.
Many of your friends and family would want to ship
donated medical supplies to those in need if given the
opportunity.
NO IMAGE
NO INSERT
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Benefit To Donor
Value Prop
Image
Insert
Logo
Tangible
Ask
Project HOPE Donor Acquisition Panel
Benefit to Donor
Value Prop
Ask
Tangible
Image
Logo
Insert
Low ImpactAverage High Impact
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Project Hope Acquisition
31 48
33 39
32 42
29 37
33 40
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Project HOPE Acquisition
84 76
100 100
58 63
67 65
Helping ship donated medical supplies to those in need will make you feel great.
Other valued donors like you gave $21 per month to ship donated medical
supplies to those in need.
Please think about how a relatively small donation on your part fits with your values and sense of doing what is right as part of
a global community.
Many of your friends and family would want to ship donated medical supplies to
those in need if given the opportunity.
To be used as anchoring priming device on reply form – offline and online.
Given there is no cost, worth considering ‘warm glow” primer too
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Dear <Mrs. Joan Sample>,
Now when you join HOPE Lifters, every gift you give will multiply 105 times in impact, doing 105 times more good. That’s because every dollar you give will send $105 worth of donated medical supplies streaming into poverty zones. Even better, when you pledge to give monthly, your gift multiplies by 105, and then by 12 over the course of the year. The impact you have is huge!
Just $.50 per day can be multiplied to send $193,500 in supplies to help people who need it most.
Other valued donors like you gave $21 per month to ship donated medical supplies to those in need.
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Thank you! And if you would you like to make a monthly donation I can send you an
official Project HOPE t-shirt as a special thank you. Would you like to give $15 a month? That
will save 180 lives!
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Thank you!
Jann Schultz
/projectHOPEorg@jannschultzJann (Erickson) Schultz
Senior Director, Integrated Fundraising and CommunicationsProject HOPE
Project HOPE Sustainer Program Development
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