|In 2010, we tested and measured everything from email subject lines to symbolic asks. Here are some of our observations and learnings:|
|1.||Email: There are text links and there are graphic links within an email message. Overall, we find that text links are clicked more often and result in more gifts. However, one nonprofit found the exact opposite is true. Therefore, our #1 tip: TEST!|
|2.|| Mail: A follow-up appeal can add significant revenue at a minimal cost. Figure out which of your direct mail packages or months see the highest response rates and then create a follow-up piece for that mail package. You’ll be glad you did. |
Email: Subject lines matter. A lot! Not only do they affect open rates, a good subject line can set the expectation of the reader, increasing click-throughs and conversions.
|4.||Mail: Test symbolic gift asks against a standard gift array. Try using a metric that is easily understood and directly tied to your mission ($1 = 4 meals, $100 = 10 mosquito nets). Donors respond best when they know HOW their donation will be used.|
|5.||Integrated fundraising works! The income in every channel increases. And, having an integrated strategy in motion before a disaster strikes is even better. One international aid group had email, web, phone, mobile and mail all working together and has been able to help so many people with the funds they raised after the Haiti quake.|
|6.||Email: Practice good donor stewardship. If your biggest fundraising months are November and December, use October to show sincere appreciation in many ways. In the month leading up to big online appeals, we have sent surveys, held video voting contests, asked donors to sign virtual postcards, and said thank you, thank you, thank you... Cultivation is essential.|
It’s January and time to embrace a new year. What will you be testing and measuring in 2011? How are you going to accomplish your goals of raising more friends and more funds?