Tag Archives: A/B Testing

Nonprofit Radio for May 23, 2022: Many Ways To Test Your Digital Fundraising

 

Jeremy Haselwood: Many Ways To Test Your Digital Fundraising
As our #22NTC coverage continues, Jeremy Haselwood walks you through 30 variables you can test throughout your digital fundraising, including your homepage, donation pages, Facebook ads, and more. He’s from Fundraisers Unite.

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mm hmm. Hello

[00:00:12.80] spk_1:
and welcome to tony-martignetti non

[00:00:26.24] spk_0:
Profit radio big nonprofit ideas for the other 95%. I’m your aptly named host of your favorite abdominal podcast. Oh, I’m glad

[00:00:28.04] spk_1:
you’re with me. I’d

[00:00:28.35] spk_0:
suffer the effects of

[00:00:29.56] spk_1:
osteoporosis if

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I had to raise my eyebrows to the idea that you missed this week’s show many ways to test your

[00:00:38.94] spk_1:
digital fundraising As our 22 NTC coverage continues,

[00:00:41.82] spk_0:
jeremy hazelwood walks you through lots of

[00:00:44.59] spk_1:
variables you can

[00:00:45.66] spk_0:
test throughout your

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digital fundraising,

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including your

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homepage donation pages, facebook ads and more.

[00:00:54.24] spk_0:
He’s from

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fundraisers

[00:00:56.13] spk_0:
unite

[00:00:59.54] spk_1:
On Tony’s take two doubling

[00:00:59.99] spk_0:
down on please share

[00:01:03.84] spk_1:
redux. We’re

[00:01:03.95] spk_0:
sponsored by turn to

[00:01:04.97] spk_1:
communications pr

[00:01:06.57] spk_0:
and content for

[00:01:07.35] spk_1:
nonprofits. Your

[00:01:14.04] spk_0:
story is their mission turn hyphen two dot C o. And by 4th dimension technologies

[00:01:16.94] spk_1:
I

[00:01:17.12] spk_0:
thi infra in a box

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the affordable tech solution for

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nonprofits.

[00:01:22.54] spk_1:
tony-dot-M.A.-slash-Pursuant four D. Just

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like three D.

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But they go one dimension deeper.

[00:01:29.64] spk_0:
Here

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is many ways to

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test your digital

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fundraising.

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Hello and

[00:01:36.00] spk_1:
welcome to

[00:02:11.54] spk_0:
Tony-Martignetti non profit radio coverage of 22 NTC 2022 nonprofit technology conference hosted by N 10. Those very smart folks who help you use technology as you are doing your mission as you are doing your social change work everyday. They’re helping you leverage technology. My guest now is jeremy hazelwood. He is digital fundraiser, author, trainer and marketer at fundraisers United Jeremy Welcome to nonprofit radio Hey, Tony, thank you for having me here. I’m so excited to be here and talk digital fundraising. Absolutely. That’s what we’re here to do. I’m glad you’re excited Thank you. Alright. I’m glad to see you get excited about digital fundraising man. It’s my passion. So it’s like I wake up and I’m, I’m excited every day because I get to help companies raise money and do more good in the world. So

[00:02:31.26] spk_1:
it took a while to figure

[00:03:16.54] spk_0:
out what it is that gets me up. But that’s, that’s definitely it. This is it. All right. And your session is aptly named 30 ways to test your digital fundraising. You would like to see nonprofits develop a testing plan testing regimen. Yeah, yeah. I think it’s something that’s very underutilized just in my experience working with nonprofit, especially from a digital side. Um, my background is like I worked for agencies that marketing and fundraising agencies that serve nonprofits heavy and direct mail. And my role with them was to really bring digital and make it, um, just a better channel for their clients to raise funds. I noticed they do a lot in testing when it comes to direct mail, but when it came to digital,

[00:03:17.90] spk_1:
it was kind of

[00:04:06.44] spk_0:
bland and one message and I’m like, there’s still so much that we can learn from digital, we can learn it so much more quickly than we can with direct mail. Okay. Um, is there a way that you’ve organized these, these 30 ways. I don’t know if we’ll be able to tick through all 30. Yeah, depending on how much you have to say about them, but we might, you know, we’ll see well organized by like channel um, facebook goal etcetera. Yeah, it’s actually funny. Like the original concept for this session, um, that I pitched to NtC was like 100 ways to test and it was gonna be a 60 minute session. Actually. No, no, that’s not. I have a, I have 100 ways to test within fundraisers unite. But for N TC, I was gonna do like 60 ways to test 60 and 60 minutes and then They’re like, well we only have the 30 minute sessions available. I’m like, let’s do 30 in 30 minutes. Um, 40, There you go. See the math works itself out. But, but for the sake

[00:04:21.13] spk_1:
of like organizing to

[00:04:22.15] spk_0:
your point. Um,

[00:04:23.16] spk_1:
I did, I focused

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on some specific areas. So I looked really

[00:04:27.44] spk_1:
at email, um

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social media,

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um, search

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engine marketing and

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let’s see

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um, donation page and social media. Really your facebook ads, not like all social, but so email, facebook ads. Search engine marketing, your donation page and your homepage. So these are

[00:04:45.20] spk_1:
The five areas that I

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focused on for the session

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for NtC.

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Okay, let’s start with the homepage and the donation pages because odds are

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everybody’s got one of those

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both of those and I do see some pretty weak donation pages, uh,

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lacking

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technology,

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lacking visual appeal.

[00:05:07.84] spk_0:
Um, so, but let’s, let’s start with, let’s start with the home page and you know, we’ll go beyond those two, but let’s make sure we cover the homepage and then donation pages. So what’s your advice around the homepage?

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Yeah,

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so with the homepage, I mean

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naturally it’s like

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you want your donation page, there’s so many boxes at the homepage, has to check when people come to your website, they need to know who you are, why you do what you do, who you do it for um in a way for people to connect with you. And some of

[00:05:36.31] spk_1:
the things that I talked about it and what people

[00:05:38.45] spk_0:
don’t realize too is like there’s things

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that you should test on your

[00:05:41.28] spk_0:
homepage. Um and there’s tools that you can use to test.

[00:05:44.03] spk_1:
Also, I didn’t get into the

[00:05:45.10] spk_0:
tools within the session,

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but you can use

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like um optimized

[00:05:49.00] spk_1:
lee or um

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omni convert. These are

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tools and

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actually google optimized you

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can use. These are tools that I

[00:05:56.44] spk_0:
we don’t have time to

[00:05:57.17] spk_1:
go into those, but what they

[00:05:58.41] spk_0:
essentially do is help

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you kind of a b test

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different elements on your homepage, for example, resources. Those

[00:06:04.69] spk_1:
3. 1 more time I’d like to

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share.

[00:06:06.47] spk_1:
Sure, sure. Optimized

[00:06:08.90] spk_0:
lee.

[00:06:09.84] spk_1:
Omni convert

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and google

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optimized and google

[00:06:14.11] spk_0:
optimize is free, but there are certain limitations, but

[00:06:17.26] spk_1:
basically these are

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like conversion rate

[00:06:19.29] spk_1:
optimization tools for your website or even

[00:06:23.94] spk_0:
for your donation page and to summarize

[00:06:25.59] spk_1:
what what these tools

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do is let’s say you’re one time that your homepage

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loads, You’ll

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get image a, as your homepage better and the next

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time your web page loads,

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it’ll be image

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B of the homepage banner.

[00:06:40.04] spk_0:
So it’s kind of randomized

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if you will, just

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to simplify. So

[00:06:42.74] spk_1:
when people see your

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website, they’ll get a version

[00:06:44.72] spk_1:
A and version be of your website.

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So you can test

[00:06:47.76] spk_1:
different things on your

[00:06:48.64] spk_0:
website, like an image

[00:06:50.23] spk_1:
or a call to action or a headline or

[00:06:52.27] spk_0:
something like that. Um, that’s generally what that does. Um, that’s again, I didn’t get into any of that because it does get to be a little more technical. Um, really what my point of my session was and really the point today is like,

[00:07:05.74] spk_1:
here’s what you

[00:07:06.65] spk_0:
can test and then we can also get into

[00:07:08.72] spk_1:
why it’s important to test,

[00:07:09.85] spk_0:
which a lot of it’s kind of common sense knowledge, but that’s not always common practice though. Um, but when it comes to your home page, one of

[00:07:17.79] spk_1:
the things that, that I

[00:07:18.71] spk_0:
always recommend is like testing like your hero image, which is like that first image that’s at the top of your home page. Um, some nonprofits might have a video running up there instead of an image, but testing that using, like, especially if you’re

[00:07:32.64] spk_1:
doing a campaign,

[00:07:34.34] spk_0:
um, if you’re running a

[00:07:35.81] spk_1:
campaign like right now, I don’t know

[00:07:37.81] spk_0:
when people will hear this, but let’s say it’s

[00:07:39.80] spk_1:
a springtime

[00:07:40.85] spk_0:
campaign, your email is springtime campaign oriented. You’re, let’s say you’re running

[00:07:45.74] spk_1:
facebook ads. It’s springtime campaign

[00:07:47.75] spk_0:
oriented. Um,

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so like let’s

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have like your

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hero image on your

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page be that

[00:07:53.77] spk_1:
same campaign

[00:07:54.94] spk_0:
as opposed to like

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here’s what we do or

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here’s how you can volunteer,

[00:07:59.14] spk_1:
like make that image

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coincide with the rest of your campaign elements.

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Right? Make

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it timely make it integrate

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with your campaigns,

[00:08:06.69] spk_0:
test that with the campaign versus not testing it if

[00:08:09.68] spk_1:
you don’t have the tools

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and watch

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how your donations

[00:08:12.82] spk_0:
will increase because that message is right there in

[00:08:15.19] spk_1:
the front for people to see.

[00:08:16.62] spk_0:
Um, so

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you know, that that’s one thing that you

[00:08:21.84] spk_0:
can test is your hero image using a campaign image as opposed to like a

[00:08:22.83] spk_1:
general branded image or

[00:08:28.24] spk_0:
some other kind of call to action image. Um, so I’ll pause there, see if you have questions or if you wanted me to

[00:08:30.72] spk_1:
kind of roll into the next

[00:08:31.91] spk_0:
one, you know, go to the

[00:08:32.85] spk_1:
go to the next homepage

[00:08:34.13] spk_0:
idea.

[00:08:34.72] spk_1:
Okay. Yeah. Next one would be like your

[00:08:37.09] spk_0:
donation

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button text. Um,

[00:08:40.04] spk_0:
pretty much every

[00:08:40.80] spk_1:
nonprofit. I haven’t

[00:08:42.02] spk_0:
Seen one and I don’t

[00:08:43.18] spk_1:
know how long

[00:08:44.37] spk_0:
that does not include that donate button

[00:08:46.28] spk_1:
up in the upper, usually

[00:08:47.38] spk_0:
right hand corner.

[00:08:48.42] spk_1:
Uh, and most of

[00:08:49.52] spk_0:
them will say donate and I think

[00:08:51.45] spk_1:
that’s fine. I don’t think

[00:08:52.42] spk_0:
there’s anything wrong with donate, but what if instead of donate it said give now

[00:08:58.04] spk_1:
or make

[00:08:58.64] spk_0:
a difference

[00:08:59.42] spk_1:
or feed a

[00:09:00.32] spk_0:
family, you know, whatever

[00:09:01.72] spk_1:
that call to action,

[00:09:02.71] spk_0:
maybe fund

[00:09:04.24] spk_1:
a research study.

[00:09:06.24] spk_0:
Um, so

[00:09:07.12] spk_1:
we’re very accustomed to just saying donate now because it’s

[00:09:09.60] spk_0:
very direct, but it’s also

[00:09:10.99] spk_1:
very transactional.

[00:09:12.48] spk_0:
Um, but again,

[00:09:13.54] spk_1:
I’m not saying that it’s,

[00:09:14.48] spk_0:
it’s not going to

[00:09:15.59] spk_1:
work for your organization, but if we

[00:09:16.97] spk_0:
don’t test, we don’t know

[00:09:18.19] spk_1:
right.

[00:09:18.86] spk_0:
Um, and I think there’s certain

[00:09:20.52] spk_1:
kind of boilerplate

[00:09:21.54] spk_0:
templates that is non profit as an

[00:09:23.94] spk_1:
industry we go

[00:09:24.86] spk_0:
with because we know that in general this

[00:09:27.09] spk_1:
is what’s supposed to work. And I don’t

[00:09:29.71] spk_0:
remember you

[00:09:30.76] spk_1:
remember years ago act Blue

[00:09:32.36] spk_0:
did well with Chip in.

[00:09:34.44] spk_1:
Yeah,

[00:09:36.06] spk_0:
something like

[00:09:36.69] spk_1:
that. But I’m sure they, I mean

[00:09:57.94] spk_0:
they have lots and lots of records that they’re mailing too. So I’m sure they tested and, and chip in. You saw the blue button and said and for them it was like chip in, you know? Yeah. Well, but, and even to that point it’s like chip in and that could be like vernacular. That’s that organization and their audiences like they associate with that non profit you know, So what’s the vernacular, the language

[00:10:00.72] spk_1:
that you’re a nonprofit would

[00:10:01.69] spk_0:
use, you know, maybe it is chip in, you know, maybe it’s feed a family, you know, whatever that is, but test that out. Um, if you don’t have, if you have zero data, your new nonprofit or you’ve never tested before, then you probably have data on what donate now is doing for you. Like let’s switch it for a month and try to keep everything constant If we, if we have too many factors going, we’re not going to know what works, you know, so you always want to change

[00:10:24.81] spk_1:
One thing at one time.

[00:10:26.14] spk_0:
Um, and if all

[00:10:26.91] spk_1:
things are the same and we

[00:10:28.01] spk_0:
only changed the text on that donated button, then it’s a pretty safe bet that the donate button was the reason that, you know, the,

[00:10:35.49] spk_1:
that we got and you can

[00:10:38.54] spk_0:
also test it with. I’m trying to think of some of the other

[00:10:39.85] spk_1:
tools. Um, well even the tools

[00:10:42.64] spk_0:
that I mentioned, they can test conversion rates and things like that.

[00:10:45.52] spk_1:
But because

[00:10:46.50] spk_0:
I know one pieces, like we talked about testing, but then there’s like,

[00:10:48.91] spk_1:
how do you measure the testing? Um,

[00:10:50.85] spk_0:
and one is if you’re, you’re not using any

[00:10:53.25] spk_1:
tools, it’s just kind of how did we do last month

[00:10:57.44] spk_0:
versus how we do this month? Um, did we change anything

[00:10:58.99] spk_1:
else? No, Then we can probably attribute it to this and that’s kind of the

[00:11:02.54] spk_0:
roundabout. Like

[00:11:03.49] spk_1:
we can probably attribute it to this.

[00:11:05.50] spk_0:
Um, if

[00:11:06.52] spk_1:
smaller, medium

[00:11:07.67] spk_0:
sized nonprofits

[00:11:08.40] spk_1:
may not have the budget

[00:11:09.68] spk_0:
to actually put the analytics and technology behind

[00:11:12.16] spk_1:
knowing for sure

[00:11:13.50] spk_0:
what

[00:11:14.30] spk_1:
the difference maker was. But if you’re

[00:11:16.18] spk_0:
looking for some data points like that’s certainly something that can help is

[00:11:20.11] spk_1:
swapping it out and keeping

[00:11:21.35] spk_0:
everything else the same.

[00:12:07.14] spk_1:
It’s time for a break. Turn to communications, Content creation and content management, What projects do you have that they can take off your plate, lift these weights from your shoulders? Content creation Is there some writing project some series that you need to do or that you’ve been thinking about doing you’d like to do for internal audiences. External board donor’s community. What writing projects can they take off your plate and then the content management and also the distribution. Getting you the

[00:12:07.84] spk_0:
placements and

[00:12:49.14] spk_1:
as well as managing that content for you on your site, whether that’s blog, wherever you may, print or digital. Right, Alright. So how can they help you with content creation, content management and then also the distribution, getting the, getting your good word, you as an opinion leader, thought leader in your community. Getting that out. Turn to communications, your story is their mission turn hyphen two dot c o. Now back to many ways to test your digital fundraising.

[00:12:54.74] spk_0:
You made the point a

[00:12:56.05] spk_1:
couple of times, keeping everything

[00:12:57.26] spk_0:
else the same. I

[00:12:58.88] spk_1:
guess if you if you change a few things

[00:13:01.05] spk_0:
or a bunch of things

[00:13:02.54] spk_1:
and your outcomes improved,

[00:13:07.04] spk_0:
I guess

[00:13:07.82] spk_1:
by outcomes, you know,

[00:13:08.65] spk_0:
we’re keeping it simple. So we’re saying

[00:13:10.00] spk_1:
donations improved.

[00:13:11.67] spk_0:
Then

[00:13:12.47] spk_1:
then then

[00:13:13.21] spk_0:
then that’s terrific.

[00:13:14.25] spk_1:
But if donations declined

[00:13:16.35] spk_0:
and you don’t know what it is that you changed that caused them to

[00:13:19.14] spk_1:
decline. So then you have to go back to where you were in the beginning

[00:13:22.43] spk_0:
and then

[00:13:23.39] spk_1:
iterative lee changed

[00:13:26.44] spk_0:
one thing at a time and

[00:13:26.59] spk_1:
figure out what what what

[00:13:29.24] spk_0:
is, what is, what

[00:13:29.49] spk_1:
is it that’s depressing

[00:13:30.73] spk_0:
your,

[00:13:31.56] spk_1:
your outcomes and change that one little thing

[00:13:33.92] spk_0:
and then and then test and see

[00:13:35.54] spk_1:
if you, you get higher

[00:13:36.53] spk_0:
than your baseline.

[00:13:38.54] spk_1:
Yeah, exactly. Because the

[00:13:43.75] spk_0:
tests that I’m talking about in the test

[00:13:45.31] spk_1:
will go through. It’s like

[00:13:46.44] spk_0:
these are tests that you do one at a time. I’m not like

[00:13:48.64] spk_1:
here’s 50 things

[00:13:49.62] spk_0:
you can test and let’s do them all at once.

[00:13:51.65] spk_1:
Because if you think about if you

[00:13:53.03] spk_0:
change that button, if you

[00:13:54.08] spk_1:
change it to say give

[00:13:55.37] spk_0:
now instead of donate now and

[00:13:57.07] spk_1:
it goes to your landing page. But you’ve

[00:13:58.64] spk_0:
also changed an image

[00:14:00.23] spk_1:
or headline or something on the

[00:14:02.54] spk_0:
landing page, then we don’t know if

[00:14:03.10] spk_1:
you’ve got more donations

[00:14:04.08] spk_0:
because you change something on your landing page or if

[00:14:06.55] spk_1:
you change something on that button that got them to the landing page. So

[00:14:10.47] spk_0:
you know the, the need

[00:14:11.79] spk_1:
to put together kind of a testing

[00:14:13.17] spk_0:
roadmap um,

[00:14:14.35] spk_1:
would be something that you would want to do for your organization and be like here

[00:14:17.76] spk_0:
and it takes time

[00:14:18.74] spk_1:
because you can only test

[00:14:19.78] spk_0:
one thing at a time. So it’s like

[00:14:20.87] spk_1:
here’s what we’re going to test

[00:14:22.07] spk_0:
in this calendar year and then whether it’s

[00:14:24.97] spk_1:
bi weekly, weekly,

[00:14:26.41] spk_0:
monthly, whatever it is, you know, having that plan laid out the

[00:14:29.73] spk_1:
to learn

[00:14:30.52] spk_0:
because the whole point of testing is like we want to learn,

[00:14:32.75] spk_1:
we want to raise more

[00:14:33.59] spk_0:
money for

[00:14:34.88] spk_1:
less cost

[00:14:35.65] spk_0:
of, of a transaction to obtain that donation and we

[00:14:39.13] spk_1:
want to learn more creative

[00:14:40.54] spk_0:
works. How many hits do we need?

[00:14:42.93] spk_1:
What’s a, what’s a

[00:14:44.24] spk_0:
sample size that

[00:14:45.20] spk_1:
we can rely on

[00:14:47.04] spk_0:
uh,

[00:14:47.69] spk_1:
to draw conclusions from?

[00:14:49.84] spk_0:
Yeah, that’s actually a really good question.

[00:14:52.72] spk_1:
Um, and I

[00:14:53.53] spk_0:
don’t, I don’t have like an answer

[00:14:55.01] spk_1:
that other than the

[00:14:55.97] spk_0:
generic. It depends.

[00:14:57.49] spk_1:
You know, I think

[00:14:58.69] spk_0:
if you’re a smaller nonprofit

[00:15:00.45] spk_1:
that doesn’t

[00:15:01.89] spk_0:
get a lot of traffic to your homepage in this case, then I mean

[00:15:06.04] spk_1:
where it could take

[00:15:07.08] spk_0:
you months to get enough traffic, you know, which is

[00:15:09.83] spk_1:
kind of like the sad thing about

[00:15:11.44] spk_0:
a nonprofit that doesn’t get a

[00:15:12.55] spk_1:
lot of traffic is when will,

[00:15:14.09] spk_0:
you know, we’ve, we have enough data to learn something. You

[00:15:17.83] spk_1:
know, I think it’s quicker to

[00:15:19.08] spk_0:
learn like with like

[00:15:20.11] spk_1:
advertising where you can actually have a budget and it will

[00:15:22.88] spk_0:
kind of force impressions

[00:15:24.16] spk_1:
to your website.

[00:15:25.25] spk_0:
Um, in that case, like

[00:15:26.78] spk_1:
I usually like to have,

[00:15:28.54] spk_0:
I mean at least a few 1000 clicks. Uh, so

[00:15:31.45] spk_1:
we kind of have enough data to make

[00:15:33.33] spk_0:
a decision.

[00:15:34.27] spk_1:
Uh, with the

[00:15:35.33] spk_0:
website, I mean going by that, I mean there’s, there’s some small

[00:15:39.98] spk_1:
nonprofits that may not get a

[00:15:41.99] spk_0:
1000 visits to their website in

[00:15:44.71] spk_1:
half a year or a whole year.

[00:15:46.38] spk_0:
You know? Um,

[00:15:47.58] spk_1:
in which case maybe

[00:15:48.65] spk_0:
you want to test something else

[00:15:49.82] spk_1:
1st? Maybe when you’re

[00:15:50.78] spk_0:
prioritizing exactly exactly. It’s

[00:15:56.07] spk_1:
like, where? Which

[00:15:57.17] spk_0:
I think, And I

[00:15:57.93] spk_1:
didn’t really think about this

[00:15:58.96] spk_0:
when I put it together. But

[00:16:00.14] spk_1:
that’s actually a really good question. Because when you look at all the things

[00:16:03.04] spk_0:
that you can test with your

[00:16:04.08] spk_1:
nonprofit, it’s like, what makes the

[00:16:05.89] spk_0:
most sense to test? Like where do

[00:16:07.48] spk_1:
we have the most data? Where are we getting the most

[00:16:09.60] spk_0:
traction? Maybe it’s a social

[00:16:10.80] spk_1:
media post. Maybe we have a good

[00:16:12.25] spk_0:
audience on social media.

[00:16:13.75] spk_1:
So, let’s test

[00:16:14.95] spk_0:
some of our posts

[00:16:15.76] spk_1:
there because

[00:16:16.98] spk_0:
we know we have a bigger sample

[00:16:18.41] spk_1:
size that we can work

[00:16:20.84] spk_0:
with. Okay. All right.

[00:16:21.40] spk_1:
Well, so your host

[00:16:23.74] spk_0:
is uh, chosen to start

[00:16:24.62] spk_1:
with the homepage

[00:16:25.72] spk_0:
because it’s ubiquitous. Everybody has one.

[00:16:27.98] spk_1:
But with the

[00:16:29.06] spk_0:
caveat that it may not be the right place for you to start your testing.

[00:16:32.63] spk_1:
If you have if

[00:16:33.92] spk_0:
you don’t have a lot of traffic to your homepage. Alright,

[00:16:36.02] spk_1:
let’s stick with the homepage. You got another, you

[00:16:40.24] spk_0:
got another one or two ideas. The homepage, and then we’ll move on. Yeah. Some other

[00:16:41.27] spk_1:
Ideas for the homepage. one

[00:16:44.54] spk_0:
would be, um,

[00:16:45.28] spk_1:
the, like the light box.

[00:16:46.53] spk_0:
So when you come to a website and

[00:16:48.89] spk_1:
people call

[00:16:50.06] spk_0:
them light boxes, they call them pop ups,

[00:16:52.17] spk_1:
Interstitial,

[00:16:53.66] spk_0:
you know, there’s different names for them. Kind of the common name. Yeah. That’s

[00:16:57.06] spk_1:
the more technical. Yeah. Which I never used

[00:17:02.89] spk_0:
Exactly. 100%, 100%. Because you say that like the, you know.

[00:17:13.34] spk_1:
Exactly, Yeah. The bigger words

[00:17:16.14] spk_0:
aren’t always better.

[00:17:17.14] spk_1:
And when I

[00:17:17.97] spk_0:
talked to my, my tech and

[00:17:19.67] spk_1:
my developer friends and they’re

[00:17:22.54] spk_0:
telling me what it is, I’m like,

[00:17:22.94] spk_1:
okay, how can I take what they

[00:17:24.31] spk_0:
said and translate it

[00:17:25.39] spk_1:
just to everyday common

[00:17:26.58] spk_0:
terms. And sometimes I’m like, I

[00:17:27.98] spk_1:
have no idea what you’re talking

[00:17:29.24] spk_0:
about,

[00:17:30.62] spk_1:
but we have drug in

[00:17:31.55] spk_0:
jail on nonprofit radio

[00:17:33.93] spk_1:
I don’t know if I have no idea what you’re

[00:17:35.25] spk_0:
talking about. You know, I’ll stop

[00:17:37.31] spk_1:
you. So if you had

[00:17:38.28] spk_0:
introduced it with

[00:17:39.57] spk_1:
traditional

[00:17:40.10] spk_0:
transitional, you know,

[00:17:41.59] spk_1:
yeah, whatever.

[00:17:45.54] spk_0:
But like, yeah, you see,

[00:17:46.23] spk_1:
I didn’t introduce,

[00:17:47.54] spk_0:
Yeah. Because you

[00:17:48.25] spk_1:
got to know who the audience is, right?

[00:17:50.11] spk_0:
So if this was

[00:17:51.11] spk_1:
like for a tech blog or

[00:17:52.33] spk_0:
something, I’m like the interstitial.

[00:17:53.97] spk_1:
But no, we’re talking about just non profit let’s start with the base like, you know, um,

[00:17:58.57] spk_0:
let’s just

[00:17:59.56] spk_1:
the basics here. So yeah,

[00:18:00.58] spk_0:
pop up a

[00:18:01.67] spk_1:
lightbox testing

[00:18:03.24] spk_0:
that. And I say tested and, and

[00:18:04.53] spk_1:
a lot of these things I’m saying test,

[00:18:06.28] spk_0:
but in my

[00:18:07.98] spk_1:
own way I’m saying

[00:18:14.64] spk_0:
do this, I’m not saying tested because like light boxes are so effective. Like pretty much no matter how you’re using if using them for email acquisition,

[00:18:17.96] spk_1:
if you’re using them to

[00:18:19.08] spk_0:
promote a campaign

[00:18:20.07] spk_1:
to increase your donations.

[00:18:21.53] spk_0:
Um, what I find

[00:18:23.35] spk_1:
though is a lot of

[00:18:24.32] spk_0:
nonprofits

[00:18:25.23] spk_1:
and I say that a lot, a lot

[00:18:26.49] spk_0:
of non profits, but

[00:18:27.40] spk_1:
it is true,

[00:18:28.61] spk_0:
um, that they’re

[00:18:32.54] spk_1:
like, well I don’t like pop ups, so I don’t want to use them, you know, But it’s not really about what you like because your

[00:18:35.06] spk_0:
donors and your website visitors

[00:18:36.84] spk_1:
probably don’t

[00:18:37.64] spk_0:
like a lot of pop ups

[00:18:38.63] spk_1:
either. But the data

[00:18:40.42] spk_0:
doesn’t lie. Like

[00:18:41.60] spk_1:
these things do work.

[00:18:42.84] spk_0:
And the reason they work is

[00:18:44.17] spk_1:
there’s nothing else that you

[00:18:45.26] spk_0:
can do on the homepage when that

[00:18:47.44] spk_1:
pop up comes on the screen other

[00:18:49.05] spk_0:
than click it and turn

[00:18:50.20] spk_1:
it off or do the

[00:18:51.90] spk_0:
action that it says there’s

[00:18:53.06] spk_1:
two choices. If someone goes straight to your

[00:18:56.24] spk_0:
website, they’ve

[00:18:56.39] spk_1:
got probably 20 different choices, click on your,

[00:18:58.92] spk_0:
contact us, click

[00:19:00.10] spk_1:
on an image,

[00:19:01.16] spk_0:
submit an email, click on any of your menu items. Like there’s so many different choices

[00:19:06.21] spk_1:
that you can make. But that pop up is like A or B. Do I

[00:19:09.66] spk_0:
close this and look at the website or do I hit the donate button or do I put my email in and submit it and now I’m a subscriber. So

[00:19:17.04] spk_1:
they’re extremely

[00:19:17.69] spk_0:
effective. Yeah, 100%. So

[00:19:22.73] spk_1:
yeah, so they

[00:19:24.13] spk_0:
work. But I’m saying tested because the thing is like, I’ve never seen it not work. So maybe your nonprofit is different and maybe you can test it with running with the campaign and if you didn’t raise any more money, which if that happens, like

[00:19:37.14] spk_1:
I’d love for those people to reach out

[00:19:39.44] spk_0:
to me because I want to

[00:19:39.94] spk_1:
know who those organizations are

[00:19:41.40] spk_0:
because it’s like,

[00:19:42.34] spk_1:
well I’ve never heard of that but

[00:19:44.12] spk_0:
here’s maybe some other

[00:21:16.84] spk_1:
things that you can strike. It’s time for a break. Fourth dimension technologies. Their I. T. Solution is I. T. Infra. In a box. It’s budget friendly. It’s holistic. It’s the buffet of I. T. Solutions because you pick what you need and you leave the rest you needn’t hire them for all the services that they can do. They’ve got this I. T. Infra in a box for you to choose from like overall I. T. Assessment whether you want to implement multifactor authentication which a lot of people are saying is a very good idea. We’ve had guests saying exactly that um there might be other security for your site for your devices those mobile devices that are in people’s homes. Now cost analysis help desk. Do you need help that way with tech with like tech support and there’s more in the I. T. In for in a box you choose what’s right for your current I. T. Status. What’s right for your budget? Yeah leave the rest behind fourth dimension technologies tony-dot-M.A.-slash-Pursuant D. Just like three D. But they go one dimension deeper. Now back to many ways to test your digital fundraising with jeremy hazelwood. There are variables within the pop

[00:21:18.78] spk_0:
up that you can test how

[00:21:20.68] spk_1:
long a delay

[00:21:21.65] spk_0:
how long is someone on your homepage before it before

[00:21:23.93] spk_1:
it pops up?

[00:21:25.14] spk_0:
Of course what’s the text that’s in it again.

[00:21:28.40] spk_1:
What’s the button that’s

[00:21:29.43] spk_0:
in it. You have to have a button labeled that’s in it,

[00:21:32.14] spk_1:
Right.

[00:21:34.14] spk_0:
Yeah. What’s the offer?

[00:21:35.26] spk_1:
You know? So it could be

[00:21:36.35] spk_0:
$10 equals this or

[00:21:37.95] spk_1:
$50 equals that.

[00:21:39.17] spk_0:
So yeah, there’s

[00:21:40.14] spk_1:
probably a whole other

[00:21:41.73] spk_0:
15 different tests

[00:21:43.11] spk_1:
that you can run just within that. But let’s

[00:21:45.17] spk_0:
start at the basics. Okay. Give us one more for the homepage.

[00:21:49.74] spk_1:
Yeah. One more for the home page. And this is

[00:21:51.37] spk_0:
really simple. But um what

[00:21:53.54] spk_1:
about a donate button at the bottom of your

[00:21:55.59] spk_0:
page? Um And the reason that I say

[00:21:58.00] spk_1:
that is when people scroll

[00:21:59.98] spk_0:
pasture

[00:22:00.81] spk_1:
donate button, if your

[00:22:01.73] spk_0:
menu isn’t like what they call a

[00:22:03.09] spk_1:
sticky menu meaning when you scroll that top menu stays there

[00:22:06.11] spk_0:
and the donate button is

[00:22:07.05] spk_1:
always there or your

[00:22:07.94] spk_0:
menu is always there.

[00:22:09.29] spk_1:
Um If you don’t have that

[00:22:11.04] spk_0:
then you’re

[00:22:11.69] spk_1:
scrolling and that donate has come off

[00:22:13.45] spk_0:
of of the homepage off the

[00:22:15.66] spk_1:
top. So as you scroll down, you’re reading about who we are, what we do, why we do

[00:22:19.51] spk_0:
it. Um It’s just kind of a

[00:22:20.99] spk_1:
natural, here’s the next step,

[00:22:22.65] spk_0:
you know, donate.

[00:22:23.86] spk_1:
Um So it’s

[00:22:24.93] spk_0:
just right in the user flow. The user doesn’t

[00:22:26.55] spk_1:
have to scroll back up

[00:22:27.70] spk_0:
and find the donate or click the donate or

[00:22:30.68] spk_1:
even if they didn’t

[00:22:31.74] spk_0:
like if they kind of psychological or mentally

[00:22:34.20] spk_1:
blocked out that donate button when they came to your

[00:22:36.37] spk_0:
page? Is there

[00:22:37.43] spk_1:
scrolling through? Its in

[00:22:38.43] spk_0:
the natural progression

[00:22:39.60] spk_1:
of how they’re reading your

[00:22:40.44] spk_0:
page and that donate button is right there at the bottom. So

[00:22:43.67] spk_1:
um test that

[00:22:44.70] spk_0:
out, see if it’s something that you’re able to get more donations throughout the month. Um

[00:22:49.62] spk_1:
I don’t this is

[00:22:50.90] spk_0:
not something where you’re gonna earn like a ridiculous amount of conversions or donations

[00:22:55.94] spk_1:
From but even if you have like five

[00:23:08.34] spk_0:
more donations a month because you put a button at the bottom of your page, like wouldn’t that be worth the the 10 minutes it takes to put the button on your site And I think it would be, let’s go to the donation page. Okay cool. So donation and let’s say I’m looking at my my list over here. Okay, so donation

[00:23:17.47] spk_1:
page, one of the things that’s

[00:23:19.00] spk_0:
important to um

[00:23:20.42] spk_1:
a number of donors

[00:23:21.90] spk_0:
is is my donation secure and I don’t think it’s as much of a concern now as it

[00:23:27.06] spk_1:
was maybe even five

[00:23:31.14] spk_0:
years ago but there’s still people that are leery too uh do transactions online.

[00:23:33.12] spk_1:
Um We’re with

[00:23:33.97] spk_0:
the nonprofit. It’s like well I don’t know this nonprofit is going to take care of my data and hopefully your nonprofit is like your donation page should be the H. T. T. P. S. Meaning that it’s a secure page

[00:23:46.12] spk_1:
anyways

[00:23:46.87] spk_0:
but just putting some kind of

[00:23:48.83] spk_1:
Burbage

[00:23:50.34] spk_0:
or a visual indication that it is safe transaction

[00:23:55.19] spk_1:
on your website. So it could be

[00:23:56.44] spk_0:
something as simple as saying your transaction is secure like ssl security or putting like an image of a lock saying your transaction is secured. So doing that versus not having any language in there at all about a secure

[00:24:10.37] spk_1:
transaction.

[00:24:32.24] spk_0:
You can make a difference in someone going ahead and clicking that submit button on the donate because they could get as far as just putting all their information in. But they’re still kind of on the fence like, you know, if they’re nervous about giving online or giving because they don’t see any language that says their donation is secure because I’ve even experienced this to my house like myself personally, there’s some websites

[00:24:33.24] spk_1:
I’m not as

[00:24:36.94] spk_0:
familiar with and if I don’t see that language, then I

[00:24:37.58] spk_1:
may not actually

[00:24:38.55] spk_0:
include. I may not actually purchase whatever it is I’m purchasing and I’m not even talking about nonprofits. I’m talking about more like online retail. Um, so it gives the donor confidence in what they’re doing. So that’s something that you can test having that language on there versus just excluding it. Um, and seeing if

[00:24:55.04] spk_1:
that makes a difference in

[00:24:58.14] spk_0:
your conversion rates and you know, folks might say well, but people could look at the address bar and they can see if it’s https and, and lots of browsers have a lock when it is a secure site. I don’t know if all browsers, I use Safari

[00:25:12.79] spk_1:
predominantly. So

[00:25:13.69] spk_0:
I don’t know if all browsers do that, but, but

[00:25:15.73] spk_1:
even if they do,

[00:25:20.64] spk_0:
you know, think of older folks who are not so savvy they don’t know to look for https.

[00:25:22.05] spk_1:
So

[00:26:02.44] spk_0:
if you don’t, you know, what does it cost to put a sentence in with a little lock picture, it says, you know, it’s, it’s secured, encrypted on both ends, right? With 2 56 bit ssl technology or something, you know, something legitimate. I’m not saying make it up, but yeah, I remember you’re not doing it right. You know, I’m not, Yeah. Now this is the fraud how to test the fraud component of your donation. You don’t have to test for fraud. You don’t have to test fraud. Just don’t do that, don’t do it, you know? But if you’re, if yes, put put something in that’s reassuring to folks, especially older folks who may not know to look at the address bar. Right. Yeah. Alright. Alright. What else, what else for the donation pages? Um, one thing that I’ve seen more

[00:26:12.93] spk_1:
recently in the past

[00:26:39.54] spk_0:
Maybe 2-3 years and I want to say that there might even be specific, um, Tech companies that process donations for nonprofits and I can’t tell you who they are because I’m not sure which one’s doing and which ones don’t. Um, but highlighting like a certain gift that might say most popular gifts. So if you have like a $25 gift and $50 or 200 whatever that, you know procession of gift handles is There might be one

[00:26:40.24] spk_1:
that’s highlighted.

[00:26:41.34] spk_0:
Um, and it says most popular, but what it does and it’s

[00:26:44.91] spk_1:
usually not the lowest

[00:27:23.64] spk_0:
One because I might go to a site like I’m gonna give them $25, but then when I get there it has this $50 and it’s highlighted and it says most popular and so now there’s this social pressure to be like, well that’s the most popular. Like I don’t want to give less than what it is. So I guess I’m gonna give $50 instead of $25. Um So again, it’s, it’s, that’s kind of like a marketing trick if you will, but it does work. Um and you know, whether it’s the most popular or not, I mean again, that’s when you get into the ethics behind it, like, you know, um, you don’t necessarily have to say most popular, you could say, you know more

[00:27:24.31] spk_1:
impact or the

[00:27:25.12] spk_0:
most impact or something like that. There’s ways that you can word it, but

[00:27:28.99] spk_1:
the whole point is you’re

[00:27:29.88] spk_0:
drawing attention to a specific gift amount. Um that’s

[00:27:33.07] spk_1:
probably more reasonable. It’s not like you’re high

[00:27:35.46] spk_0:
like 500

[00:27:36.29] spk_1:
dollar gift, but it’s not

[00:27:37.37] spk_0:
Like you’re 10 20

[00:27:38.36] spk_1:
$5 gift either.

[00:27:39.60] spk_0:
Um, So

[00:27:42.24] spk_1:
what I found is that when you, when you do

[00:27:42.78] spk_0:
use some kind of language and highlight one particular giving level that it does result

[00:27:47.32] spk_1:
in higher conversions.

[00:27:48.53] spk_0:
Um, and again, this is my ash

[00:27:50.42] spk_1:
tricks with everything

[00:27:51.94] spk_0:
we’re calling it a test because this is what I’ve seen

[00:27:54.67] spk_1:
with nonprofits that I’ve worked

[00:27:55.86] spk_0:
with and research that I’ve done. But you have to test

[00:27:58.85] spk_1:
and see if this is the case

[00:27:59.82] spk_0:
for your non profit as well.

[00:28:01.44] spk_1:
That’s a good one. Like

[00:28:03.24] spk_0:
that average gift most

[00:28:04.85] spk_1:
popular gift. Most

[00:28:06.16] spk_0:
impactful.

[00:28:07.03] spk_1:
Alright. What else you got? Yeah.

[00:28:09.13] spk_0:
And the

[00:28:09.67] spk_1:
other one I have is kind of in the

[00:28:10.72] spk_0:
same vein as this and

[00:28:11.87] spk_1:
it’s really like your

[00:28:12.65] spk_0:
donation handles and your impact. Um

[00:28:15.59] spk_1:
So if you’re like an

[00:28:17.94] spk_0:
example of if

[00:28:18.09] spk_1:
you’re a nonprofit that does a few different things

[00:28:19.91] spk_0:
like for example, maybe like a rescue

[00:28:21.55] spk_1:
mission, like they do

[00:28:22.56] spk_0:
housing, they do food, they may do

[00:28:25.11] spk_1:
adult rehab

[00:28:26.98] spk_0:
kinds of programs. Um, so you can like test and

[00:28:30.76] spk_1:
there’s a lot to test in

[00:28:31.84] spk_0:
just these three different areas. You can test dollar amounts

[00:28:34.85] spk_1:
for these. So if you want to just look at housing,

[00:28:37.62] spk_0:
You can say, you know, $30 equals X. nights

[00:28:40.49] spk_1:
Of shelter, $60

[00:28:42.25] spk_0:
equals X nights. 100 equals

[00:28:43.71] spk_1:
X nights. You could

[00:28:44.83] spk_0:
test these against each other

[00:28:49.04] spk_1:
and have all of the gift channels at like $50, but $50 will help do

[00:28:50.12] spk_0:
X nights of shelter.

[00:28:51.43] spk_1:
$50 will help

[00:28:52.59] spk_0:
by X amount of

[00:28:53.40] spk_1:
Meals or $50 to

[00:28:55.04] spk_0:
send X amount

[00:28:56.02] spk_1:
of adults through rehab.

[00:28:57.55] spk_0:
And that way you learn about

[00:28:58.73] spk_1:
what your donors are more interested in. Um,

[00:29:01.69] spk_0:
so there’s ways that you can learn

[00:29:06.84] spk_1:
About that either way with, with that example, you’ll still get $50. But we, we test because we also want

[00:29:09.64] spk_0:
to learn more

[00:29:09.93] spk_1:
about our donors and more about what

[00:29:11.28] spk_0:
works. So if people

[00:29:12.24] spk_1:
respond better to a food offer versus the housing offer,

[00:29:15.62] spk_0:
then that might help us

[00:29:16.68] spk_1:
create a campaign,

[00:29:18.04] spk_0:
you know,

[00:29:18.98] spk_1:
in the calendar year at

[00:29:19.96] spk_0:
some point. That’s more around

[00:29:21.24] spk_1:
food. Um, and taking what

[00:29:23.00] spk_0:
we learned from this test.

[00:29:24.45] spk_1:
Um, so that’s one

[00:29:38.84] spk_0:
thing an NtC guest, uh, and he said they tested whether Children who are sick or Children who are hospitalized is has a greater impact. And

[00:29:41.68] spk_1:
intuitively you would think it would be the Children who

[00:29:43.54] spk_0:
are hospitalized

[00:29:44.63] spk_1:
because they’re the sickest of the among

[00:29:46.42] spk_0:
the sick. But

[00:29:47.56] spk_1:
turned out not to be

[00:29:48.19] spk_0:
true. They were getting more click throughs and more donations when

[00:29:51.52] spk_1:
they highlighted Children who

[00:29:52.66] spk_0:
were sick

[00:29:53.87] spk_1:
versus

[00:29:54.50] spk_0:
hospitalized.

[00:29:55.64] spk_1:
Intuition is

[00:29:57.83] spk_0:
not always correct. That’s why

[00:29:59.01] spk_1:
we test. Another

[00:30:00.05] spk_0:
reason, you know, like you said earlier, it doesn’t matter what

[00:30:03.25] spk_1:
you, the ceo

[00:30:04.88] spk_0:
or you, the chief fundraiser prefer. It matters what

[00:30:07.81] spk_1:
your donors

[00:30:09.08] spk_0:
and potential donors prefer.

[00:30:10.70] spk_1:
So you know, you

[00:30:12.54] spk_0:
have to ignore your intuition.

[00:30:13.90] spk_1:
You have to ignore your own

[00:30:15.94] spk_0:
preferences and do what Jeremy is saying and

[00:31:41.74] spk_1:
It’s time for Tony’s take two. I’m doubling down on the redox who can you share non profit radio with, please think about colleagues, friends, folks who work for nonprofits serve on boards of nonprofits. Maybe they’re even avid volunteers, it’s a possibility these folks will learn from nonprofit radio the same as you are, share the share the knowledge, share the good, non profit radio vibe, share the pleasure, share, what else is there? Um, double the enjoyment? No, well you could double, you can triple the enjoyment. So please think about who you can share. non profit radio with, connect them with me, you can connect them with one of my social posts. Uh, connect them to tony-martignetti dot com share this show this episode however you can do it. I’d be grateful. Who can you share? non profit radio with thank you. That is Tony’s take two. We’ve got boo koo but loads more time for many ways to test your digital fundraising. I do like most of my work is with

[00:31:43.39] spk_0:
non province, but I do some, I have some clients that are in the commercial

[00:31:46.87] spk_1:
world and they were

[00:31:47.79] spk_0:
running a

[00:31:48.56] spk_1:
facebook ad recently and they provided me with copy and I was looking at it and I was like, oh, this is terrible, this is not. And

[00:31:55.12] spk_0:
usually if I see something that is

[00:31:57.28] spk_1:
like, I don’t think it’s going to work like I’ll say, hey, what if we say this instead of that? And even with

[00:32:03.14] spk_0:
that? I’m like, what if

[00:32:03.40] spk_1:
we change, it’s like, well we want to try to run this first and just see, I’m like, all right and I thought it was

[00:32:07.87] spk_0:
going to Bomb and it actually

[00:32:08.95] spk_1:
did really good

[00:32:09.83] spk_0:
despite what

[00:32:11.20] spk_1:
I thought was going to work. Um, so that’s why it’s like I’m saying

[00:32:15.12] spk_0:
these things and in

[00:32:16.10] spk_1:
general, like you’ll see in the majority of cases, what we’re talking about, there will be a positive impact. Um, but these are not guaranteed. I’m not saying like, here are all the things that you should do if you want

[00:32:25.16] spk_0:
your nonprofit to succeed,

[00:32:26.47] spk_1:
what you need to do to succeed is

[00:32:28.27] spk_0:
to test and then

[00:32:29.34] spk_1:
find out what works. But those things like, let’s give

[00:32:31.73] spk_0:
some ideas. Like

[00:32:32.67] spk_1:
we just don’t be stagnant. If we have the same website, the same emails,

[00:32:36.21] spk_0:
the same everything

[00:32:37.20] spk_1:
Over a 12-month period. We have learned nothing about what we need to do to better serve our

[00:32:41.12] spk_0:
donors and and

[00:32:42.38] spk_1:
really better

[00:32:46.74] spk_0:
enable the services that we have because if we’re not learning how we

[00:32:47.14] spk_1:
can better serve our donors and how we can

[00:32:49.14] spk_0:
generate more money for nonprofit

[00:32:51.01] spk_1:
and still take care of our

[00:32:51.97] spk_0:
donors, then we’re doing a disservice down

[00:32:53.89] spk_1:
the road for the people

[00:33:09.54] spk_0:
or animals or whatever environment, whatever our nonprofit is serving. We’re doing that in other realms. We’re making sure we have programs that are appealing to donors, making sure we have events that are appealing to donors. We make sure we have fundraisers who are appealing to donors, right. Your staff is turning your donors off. That’s bad. You’re gonna, you’re gonna remove the people from the fundraising role. So, you know, in

[00:33:20.67] spk_1:
your digital and your digital

[00:33:21.73] spk_0:
marketing and fundraising as well.

[00:33:23.17] spk_1:
You want to appeal

[00:33:24.48] spk_0:
to your donors and your potential donors, you’re doing it in other places.

[00:33:28.24] spk_1:
We’re here to. Alright, let’s continue with the

[00:33:32.34] spk_0:
donation page ideas. Okay.

[00:33:32.95] spk_1:
Um, other donation page ideas.

[00:33:34.93] spk_0:
And this is gonna

[00:33:36.45] spk_1:
be my bad recommendation of tests, but I’m gonna throw it out there anyway, because I think it’s probably not going to

[00:33:42.17] spk_0:
work, but I’m

[00:33:43.09] spk_1:
curious to see if it will still work. Um, and that is testing an image versus a video on your donation page. Um, and for the very savvy fundraisers

[00:33:53.24] spk_0:
that are

[00:33:53.53] spk_1:
watching or listening to

[00:33:54.50] spk_0:
this, they were probably

[00:33:55.61] spk_1:
going to discredit me all over the

[00:33:56.97] spk_0:
place and say that Jeremy doesn’t

[00:33:59.20] spk_1:
know what he’s talking about. Um,

[00:34:00.93] spk_0:
but several

[00:34:09.54] spk_1:
years ago when you had a video on your, your donation page and I think maybe it’s because maybe a more a newer medium, you could tell the story of, you know, why we need the gift and be this heartwarming story and you’d actually see the gifts go up. Um, what

[00:34:16.83] spk_0:
I’ve seen over time

[00:34:17.69] spk_1:
now is that

[00:34:18.83] spk_0:
the images

[00:34:19.78] spk_1:
seem to be more effective

[00:34:20.87] spk_0:
than a video. And the reason that we’re

[00:34:23.35] spk_1:
suspecting that happened

[00:34:24.44] spk_0:
just because

[00:34:27.54] spk_1:
when people hit your donation page, You’re now giving them a video to watch, which maybe 30 seconds to minutes. I don’t know however long it is. But you’re now asking them to watch this video and command the attention

[00:34:36.94] spk_0:
and then

[00:34:37.63] spk_1:
fill out a form after that. So you’re kind of asking the donors to do too

[00:34:41.99] spk_0:
many things when they get

[00:34:43.05] spk_1:
your donation page, it is a distraction because they can’t do a donation

[00:34:46.61] spk_0:
page. Most

[00:34:47.78] spk_1:
likely they’re ready to make a

[00:34:48.69] spk_0:
donation. Yes,

[00:34:50.11] spk_1:
exactly. Don’t distract them from that purpose.

[00:34:53.23] spk_0:
Right? Because now there’s another action

[00:34:54.94] spk_1:
you’re giving them watch the

[00:34:56.19] spk_0:
right watch the video,

[00:34:57.63] spk_1:
but you’re saying

[00:35:00.04] spk_0:
test it, Why?

[00:35:00.74] spk_1:
Why? Why do you believe

[00:35:02.16] spk_0:
that so that people don’t think this jeremy doesn’t know what he’s talking about. Yeah. Well the reason that I’m kind of

[00:35:07.24] spk_1:
slick throwing this in here is for the

[00:35:08.89] spk_0:
people who have the

[00:35:09.81] spk_1:
video still on their page.

[00:35:11.55] spk_0:
So if that’s

[00:35:12.79] spk_1:
you like test it

[00:35:14.13] spk_0:
with an image on there instead

[00:35:15.59] spk_1:
of the video

[00:35:16.41] spk_0:
and see if

[00:35:17.50] spk_1:
your donations will go

[00:35:18.58] spk_0:
up a little bit. But I’m bringing this in here to recommend it as

[00:35:22.06] spk_1:
a test really to draw

[00:35:23.12] spk_0:
attention to it because there are still some

[00:35:25.36] spk_1:
organizations that

[00:35:26.68] spk_0:
are testing

[00:35:27.64] spk_1:
or not testing, but that have a video on their donation page. And I think if I don’t

[00:35:32.51] spk_0:
address it, then I’m not really bringing attention to that,

[00:35:35.69] spk_1:
that this is an issue. And,

[00:35:37.81] spk_0:
but what,

[00:35:38.78] spk_1:
what I’d also be curious is the people do that do have the nonprofits

[00:35:42.03] spk_0:
that do have a video on their

[00:35:43.10] spk_1:
page. Um,

[00:35:44.64] spk_0:
is that

[00:35:45.18] spk_1:
still working for them and how will, you know if it’s still working if you don’t test that against an image

[00:35:49.48] spk_0:
and if they tested against an

[00:35:50.61] spk_1:
image and the video is still really generating a higher conversion rate

[00:35:55.59] spk_0:
then then I’m

[00:35:56.45] spk_1:
wrong and I’m okay with that. Um I can only go by the data that I see and the research that I’ve done to

[00:36:02.90] spk_0:
say that

[00:36:04.00] spk_1:
was the best practice.

[00:36:05.27] spk_0:
But now not so

[00:36:06.10] spk_1:
much. But if you’re still stuck in that best practice,

[00:36:08.77] spk_0:
it might be time

[00:36:09.71] spk_1:
to test out of that.

[00:36:13.23] spk_0:
If you have neither are you better? Starting

[00:36:14.46] spk_1:
with an image and testing that

[00:36:16.43] spk_0:
and then trying

[00:36:17.96] spk_1:
a video and testing that

[00:36:19.42] spk_0:
in place of the image. Mm hmm.

[00:36:21.39] spk_1:
No. Yeah.

[00:36:22.44] spk_0:
And that that’s

[00:36:23.31] spk_1:
actually an interesting question to if you have neither.

[00:36:25.72] spk_0:
I would test the

[00:36:27.08] spk_1:
neither versus an

[00:36:28.51] spk_0:
image. Well, you’ve got that you have your baseline.

[00:36:31.43] spk_1:
You know what neither

[00:36:32.88] spk_0:
has been doing for

[00:36:33.67] spk_1:
you over however months

[00:36:35.58] spk_0:
years. Okay.

[00:36:36.73] spk_1:
So

[00:36:37.27] spk_0:
now you want to do

[00:36:38.31] spk_1:
an adequate

[00:36:39.29] spk_0:
test with enough

[00:36:40.00] spk_1:
clicks

[00:36:41.17] spk_0:
to testing your advice. It

[00:36:44.04] spk_1:
sounds like your advice would be testing

[00:36:45.16] spk_0:
image first

[00:36:46.62] spk_1:
because typically

[00:36:49.23] spk_0:
images pulled better videos,

[00:36:50.62] spk_1:
correct, correct.

[00:36:51.87] spk_0:
Because I’m not asking

[00:36:52.95] spk_1:
you to look at an image. I’m asking you to watch a video, but the image is just there to,

[00:36:58.16] spk_0:
it should have the same

[00:36:59.36] spk_1:
look and feel and

[00:37:00.12] spk_0:
reinforce the sentiment

[00:37:01.72] spk_1:
of what

[00:37:02.24] spk_0:
that donation pages. So

[00:37:04.04] spk_1:
going back to like a rescue mission like it’s going to be an image of

[00:37:08.11] spk_0:
probably someone

[00:37:09.03] spk_1:
receiving services, whether they’re um receiving housing or food or something like that because it

[00:37:14.13] spk_0:
reinforces

[00:37:15.25] spk_1:
what you’re giving to help out

[00:37:17.47] spk_0:
or giving to

[00:37:19.43] spk_1:
eradicate. Mhm.

[00:37:20.63] spk_0:
You

[00:37:20.75] spk_1:
got one more for the donation page. Um Let’s see. I know I was looking at

[00:37:28.62] spk_0:
this is I mean it’s in the same vein

[00:37:30.89] spk_1:
because a lot of these are like really nit picky. But even like testing the hero image

[00:37:34.74] spk_0:
for example,

[00:37:35.73] spk_1:
because we talked about testing

[00:37:36.85] spk_0:
an image versus the

[00:37:37.69] spk_1:
video. If you’re already doing an image, I wouldn’t

[00:37:40.51] spk_0:
test that against video. If you’re

[00:37:42.06] spk_1:
doing a video, I’d test that against the image. But if you have an image, I would test that

[00:37:46.46] spk_0:
against another

[00:37:47.78] spk_1:
image. Um using this rescue mission scenario. If you

[00:37:52.00] spk_0:
test a feeding

[00:38:04.12] spk_1:
offer. So maybe it’s a a man that is homeless and he’s receiving food. Maybe the next image that you test is maybe uh this gentleman um in the

[00:38:04.42] spk_0:
housing he’s sitting on his bed

[00:38:06.00] spk_1:
and so you actually see that what you’re giving is

[00:38:09.17] spk_0:
subconsciously tied

[00:38:10.13] spk_1:
to providing the shelter

[00:38:11.26] spk_0:
versus providing the

[00:38:12.30] spk_1:
food like someone in a cafeteria

[00:38:14.80] spk_0:
that’s eating a meal.

[00:38:24.02] spk_1:
Um So testing different images. If you’re testing like um cancer research or something like that, maybe it’s your showing a cancer patient, which I believe would be more effective than showing the actual research facility. Um But I’m sure that there’s cancer research nonprofits that are showing the

[00:38:32.55] spk_0:
facility on the donation

[00:38:33.81] spk_1:
page and not the

[00:38:34.97] spk_0:
end recipient

[00:38:36.16] spk_1:
who’s the beneficiary

[00:38:37.59] spk_0:
of that research.

[00:38:38.97] spk_1:
Um, so

[00:38:40.11] spk_0:
bringing attention to that

[00:38:41.52] spk_1:
is like, let’s test these images

[00:38:43.20] spk_0:
and see which

[00:38:44.50] spk_1:
one would increase the conversion rates for our

[00:38:47.22] spk_0:
heart donation

[00:38:48.92] spk_1:
page. Okay.

[00:38:50.02] spk_0:
I mean, I

[00:38:50.28] spk_1:
want to flush out something that you

[00:38:51.36] spk_0:
just said sort of in passing. I want to make sure we’re giving people the right advice. You

[00:38:56.45] spk_1:
said, If you have an

[00:38:57.29] spk_0:
image, don’t

[00:38:58.76] spk_1:
test that against the

[00:38:59.53] spk_0:
video, but if you have a video test that

[00:39:04.42] spk_1:
against an image, I would,

[00:39:05.09] spk_0:
that’s what I would say. Yes.

[00:39:07.09] spk_1:
I

[00:39:09.52] spk_0:
say that. Um,

[00:39:10.61] spk_1:
I think also

[00:39:11.46] spk_0:
non province. If they

[00:39:12.57] spk_1:
got the idea to say, oh, we’ve never tested a video. Like

[00:39:16.01] spk_0:
I know he doesn’t recommend it, but let’s

[00:39:17.93] spk_1:
just see if it works then have at it. I wouldn’t recommend it. Um,

[00:39:23.42] spk_0:
so yeah, you

[00:39:24.27] spk_1:
are correct. If you

[00:39:25.28] spk_0:
have an image

[00:39:26.30] spk_1:
tested against the

[00:39:26.96] spk_0:
video, uh, sorry.

[00:39:28.48] spk_1:
If you have a video tested against an image

[00:39:30.64] spk_0:
image. Yeah.

[00:39:31.69] spk_1:
Let’s test it against another image.

[00:39:44.92] spk_0:
Okay. Okay. Let’s move on to email. That’s, that seems ubiquitous. Everybody uses email most likely. Right. Right. Reading my notes. You’re reading

[00:39:51.94] spk_1:
my

[00:39:52.05] spk_0:
notes. Everything you said

[00:40:02.28] spk_1:
is great. And there’s

[00:40:03.56] spk_0:
basics of these,

[00:40:04.52] spk_1:
you know, time of day, day of week. Um,

[00:40:06.64] spk_0:
taking a step back though. Taking a step

[00:40:09.08] spk_1:
back. Um,

[00:40:10.13] spk_0:
when you test email, it’s more important

[00:40:13.35] spk_1:
in my opinion,

[00:40:14.16] spk_0:
like to test, like

[00:40:15.23] spk_1:
what they call, like

[00:40:16.12] spk_0:
the envelope, what’s on

[00:40:17.19] spk_1:
the outside before you actually

[00:40:18.52] spk_0:
test anything within the email. Um, so people have to open it before they can see your email. So to me, the most

[00:40:26.07] spk_1:
important thing is like, what can

[00:40:30.11] spk_0:
we test before people click into that email to get them to open the email? And those would be things like time

[00:40:34.17] spk_1:
of day and day of week. You know, that, that’s,

[00:40:36.20] spk_0:
that’s a twofer

[00:40:37.10] spk_1:
right there. There’s a time of day,

[00:40:54.71] spk_0:
there’s a day of week. So testing different times of day with the exact same emails, same subject line, same pre header, same everything. We’re just testing the time of day. Is that the text you see like some people call it teaser text, text you see in your, in your inbox before you’ve opened the message, correct? Yes.

[00:41:00.36] spk_1:
So you have like your

[00:41:01.55] spk_0:
subject line

[00:41:02.68] spk_1:
and then below that, like if you’re looking on your

[00:41:04.56] spk_0:
phone or even on your desktop Yeah, you’ll see a little bit of text under it

[00:41:07.70] spk_1:
and and that’s called your pre

[00:41:12.01] spk_0:
header. Yes. Um, so you know, I

[00:41:12.53] spk_1:
would look at testing that the

[00:41:13.72] spk_0:
basics time of day to day a week.

[00:41:15.71] spk_1:
You mentioned

[00:41:16.67] spk_0:
one like the sender

[00:41:17.75] spk_1:
name.

[00:41:18.81] spk_0:
So if you’re sending it and it’s like your organization’s name is the center,

[00:41:23.19] spk_1:
which is probably how

[00:41:24.31] spk_0:
most nonprofits send it and there’s nothing

[00:41:26.25] spk_1:
wrong with that. Um,

[00:41:27.51] spk_0:
what if we tested it using a person’s name. Like maybe it’s

[00:41:30.74] spk_1:
the executive

[00:41:31.91] spk_0:
director or ceo of a

[00:41:33.48] spk_1:
nonprofit. Um,

[00:41:34.98] spk_0:
the only thing that I would kind of

[00:41:36.03] spk_1:
caution with that

[00:41:37.31] spk_0:
is

[00:41:38.02] spk_1:
if you tested that

[00:41:40.31] spk_0:
one time, you’ll likely

[00:41:41.25] spk_1:
see a bump because people

[00:41:42.50] spk_0:
aren’t used to seeing it

[00:41:43.52] spk_1:
from that person. And

[00:41:44.63] spk_0:
if they don’t know that person’s

[00:41:45.90] spk_1:
name or even if they do, they’re like, oh, who is this? And

[00:41:48.00] spk_0:
they’ll click on it just because they’re not sure who it’s from.

[00:41:50.57] spk_1:
So I think if

[00:41:51.81] spk_0:
you only tested once you’re probably going to say, oh, it came that we changed the sender name so we’re gonna

[00:41:57.89] spk_1:
always go with the sender

[00:41:59.51] spk_0:
name and that, that may prove

[00:42:00.40] spk_1:
effective for the short

[00:42:01.40] spk_0:
term. You can probably send a

[00:42:02.41] spk_1:
few of them that way and

[00:42:04.13] spk_0:
it’ll be effective, but kind of baselining it over time.

[00:42:07.16] spk_1:
Like I, I don’t know which one will be

[00:42:08.63] spk_0:
more effective for you. I mean,

[00:42:10.18] spk_1:
and I honestly don’t have seen mixed

[00:42:11.95] spk_0:
results on that. Um,

[00:42:13.35] spk_1:
so that is something

[00:42:14.22] spk_0:
that you run multiple tests on over time.

[00:42:16.94] spk_1:
Not just like a one time we’ve made our

[00:42:27.20] spk_0:
decision Ceo or executive director after the person’s name. Yeah. I’m like putting their, not just their name but their title on right. Comma Ceo or comma executive director. That might, you know, that that seems worth testing to me. Yeah, might open, it might get a higher open rate was writing. Okay. Yeah, exactly.

[00:42:42.68] spk_1:
And that would,

[00:42:44.80] spk_0:
um, like that’s almost like a second

[00:42:46.21] spk_1:
level senator name

[00:42:47.26] spk_0:
because just starting out sender

[00:42:48.46] spk_1:
name. Um,

[00:42:49.61] spk_0:
I mean if you’re even the nonprofit’s

[00:42:51.90] spk_1:
name, if you have

[00:42:52.58] spk_0:
the in front of your nonprofit,

[00:42:54.01] spk_1:
like the

[00:42:54.43] spk_0:
Salvation Army, you

[00:42:55.98] spk_1:
know, you can’t test it against the

[00:42:57.04] spk_0:
Salvation Army, you know,

[00:42:58.64] spk_1:
but that would be a further

[00:42:59.95] spk_0:
test. That’s deeper into the center

[00:43:01.27] spk_1:
name. But yeah, the actual

[00:43:02.79] spk_0:
name of the executive director could

[00:43:04.51] spk_1:
be one test versus the

[00:43:06.32] spk_0:
person’s name. Comma

[00:43:08.05] spk_1:
Ceo or

[00:43:08.66] spk_0:
executive director. That

[00:43:11.10] spk_1:
that could be interesting as well. Trying to participate in the

[00:43:12.73] spk_0:
activity here in the conversation.

[00:43:14.33] spk_1:
Trying to hold

[00:43:15.99] spk_0:
up, hold, trying to hold up my side of the conversation. Oh yeah,

[00:43:18.71] spk_1:
no, you’re doing a great job. Yeah.

[00:43:23.25] spk_0:
Yeah.

[00:43:25.70] spk_1:
one thing that I think is, um, a good feature of the test is like if you

[00:43:27.67] spk_0:
are, if your

[00:43:28.49] spk_1:
email includes a

[00:43:30.50] spk_0:
video in it

[00:43:31.60] spk_1:
or a blog

[00:43:32.47] spk_0:
post. I mean you

[00:43:33.47] spk_1:
can’t have a video in

[00:43:34.48] spk_0:
an email, but it’s about maybe a video on your website. Um, and there’s a thumbnail

[00:43:38.58] spk_1:
of the video on your email or a blog post.

[00:43:41.05] spk_0:
Then I would

[00:43:41.68] spk_1:
include, um, like the word video, like in all caps and then like a sub colon or not slowed colon,

[00:43:48.12] spk_0:
like semi colon. And then whatever

[00:43:51.10] spk_1:
the video is, colon.

[00:43:51.57] spk_0:
Yeah. I’m all over the place

[00:43:53.10] spk_1:
with my

[00:43:53.50] spk_0:
grandma, right? That’s what you want to call it. You

[00:43:56.09] spk_1:
know what I’m saying? Yeah.

[00:43:57.38] spk_0:
You’re smarter than me. So you

[00:43:58.58] spk_1:
don’t, you understand that? Yeah. It

[00:44:00.52] spk_0:
took me two tries for video

[00:44:04.22] spk_1:
in all caps, I

[00:44:04.92] spk_0:
see that a lot. Yeah, yeah

[00:44:08.27] spk_1:
or blog

[00:44:09.05] spk_0:
because if you don’t have

[00:44:10.27] spk_1:
video and you just have like a subject line that’s maybe about the video or watch this or something like that. Like

[00:44:16.17] spk_0:
that’s one thing and it may

[00:44:17.36] spk_1:
work for you.

[00:44:18.39] spk_0:
But I think when you have

[00:44:19.33] spk_1:
like whatever that piece of

[00:44:20.44] spk_0:
content is and

[00:44:21.52] spk_1:
call it out and call attention to it now, it’s like, oh, there’s a video in here. Um and I see that first and foremost, I’m not reading like a title, I’m not reading a subject line

[00:44:30.50] spk_0:
per se.

[00:44:31.39] spk_1:
Um I know that when I open this, I’m going to see a video. I know when

[00:44:35.03] spk_0:
I open this, it’s going

[00:44:39.49] spk_1:
to be their blog post and and with this nonprofit like I like their blogs, you know, or I’m interested to see

[00:44:41.92] spk_0:
what they’re talking

[00:44:42.77] spk_1:
about and and so I

[00:44:43.96] spk_0:
know it sets my

[00:44:45.11] spk_1:
expectation

[00:44:46.16] spk_0:
as an email

[00:44:46.91] spk_1:
subscriber of what that

[00:44:48.12] spk_0:
content is.

[00:44:49.10] spk_1:
Um So I go in

[00:44:50.17] spk_0:
there and I’ll open it

[00:44:51.91] spk_1:
up. So I think that’s one thing too that

[00:44:54.39] spk_0:
um could help to sit

[00:44:56.04] spk_1:
down and see if it works for you. Give

[00:44:57.53] spk_0:
Us one more email.

[00:44:59.09] spk_1:
one more would be that pre header that we we we defined

[00:45:02.59] spk_0:
a couple of minutes

[00:45:03.53] spk_1:
ago is testing the language with the pre

[00:45:05.90] spk_0:
header and with this

[00:45:07.10] spk_1:
uh the day and time would be the same. The subject line would be the same, but the pre

[00:45:11.72] spk_0:
header would be

[00:45:14.89] spk_1:
something different and it could be

[00:45:15.49] spk_0:
a call to action.

[00:45:16.54] spk_1:
Um I do recommend that whatever you have in your pre header um and I don’t know the exact

[00:45:21.38] spk_0:
character count

[00:45:22.33] spk_1:
off the top of my head but just make sure that

[00:45:24.60] spk_0:
people can read the

[00:45:25.55] spk_1:
whole pre header um

[00:45:26.93] spk_0:
from whatever

[00:45:28.63] spk_1:
device they’re looking at it on. Um Some, some people may say well

[00:45:34.19] spk_0:
if you don’t include

[00:45:35.09] spk_1:
all of it then it adds

[00:45:35.93] spk_0:
this Mystique and people

[00:45:37.13] spk_1:
will want to open it up to see what it says and

[00:45:39.70] spk_0:
I think there’s some

[00:45:40.72] spk_1:
value to that. Um And I think maybe you can test that as well, but I think in general um that pre editor people should be able to read all of that.

[00:45:48.25] spk_0:
But testing what

[00:45:49.22] spk_1:
that is, whether it’s a call to action or um

[00:45:52.09] spk_0:
if it’s a

[00:45:53.49] spk_1:
video for example, maybe you have the person’s name that’s

[00:45:56.96] spk_0:
in the video. You

[00:45:57.96] spk_1:
know, bob’s testimony about blah blah blah versus

[00:46:01.21] spk_0:
here’s an easter

[00:46:02.30] spk_1:
message from blah blah

[00:46:04.02] spk_0:
blah.

[00:46:08.18] spk_1:
Okay, how about the,

[00:46:10.58] spk_0:
well it’s either search engine marketing or facebook

[00:46:12.94] spk_1:
ads.

[00:46:14.38] spk_0:
I’m pretty down on facebook,

[00:46:15.73] spk_1:
but I guess people are still doing

[00:46:16.86] spk_0:
a lot of facebook ads so we’ll ignore the

[00:46:20.63] spk_1:
the the hosts. Uh

[00:46:22.49] spk_0:
Predilection against

[00:46:24.21] spk_1:
facebook and

[00:46:27.78] spk_0:
let’s talk about facebook ads. Yeah

[00:46:28.17] spk_1:
facebook ads let me pull up

[00:46:30.57] spk_0:
my list here

[00:46:31.51] spk_1:
because I had a lot to say about that

[00:46:33.91] spk_0:
and actually like

[00:46:34.64] spk_1:
facebook ads is like one of those things where there’s

[00:46:38.88] spk_0:
I mean I

[00:46:39.37] spk_1:
could probably do 50 tests with

[00:46:41.00] spk_0:
facebook ads. There’s so many different

[00:46:42.31] spk_1:
things that you can test. Um,

[00:46:44.18] spk_0:
but for the sake

[00:46:45.53] spk_1:
of like maybe time and and quality

[00:46:47.60] spk_0:
of continent, what we

[00:46:48.73] spk_1:
talked about here. One thing that I do want to

[00:46:51.06] spk_0:
put out their first and

[00:46:52.11] spk_1:
foremost is

[00:46:53.25] spk_0:
testing

[00:46:54.58] spk_1:
um, link short ners within the ad copy. Um, so let’s take a step back and talk about kind of the anatomy of a facebook ad. Um and what I’m gonna talk about is more like the news

[00:47:05.77] spk_0:
feed ads. So if

[00:47:06.99] spk_1:
you’re on a desktop or on your

[00:47:09.07] spk_0:
smartphone and

[00:47:10.58] spk_1:
you’re just scrolling

[00:47:11.17] spk_0:
and you’re seeing what your friends

[00:47:12.24] spk_1:
post and then there will be an ad, they’re just kind of in your newsfeed. So newsfeed

[00:47:15.98] spk_0:
add the

[00:47:16.78] spk_1:
anatomy of it is you have like um text, which will be like your description and then you have the image below that and then you have a headline below that with a button that you can make me a

[00:47:26.77] spk_0:
donate button.

[00:47:30.88] spk_1:
Um, so one of the things that I would have nonprofits

[00:47:31.94] spk_0:
tests first and

[00:47:32.71] spk_1:
foremost is with the net description, which is that first

[00:47:35.56] spk_0:
block of content

[00:47:36.66] spk_1:
above the image where you’re writing that includes your ad copy

[00:47:41.08] spk_0:
is

[00:47:41.48] spk_1:
that you include a call to action with a

[00:47:44.26] spk_0:
link shorter at the

[00:47:45.43] spk_1:
end of your copy. Um for example, um,

[00:47:49.61] spk_0:
March is such

[00:47:50.84] spk_1:
and such awareness month here at

[00:47:52.44] spk_0:
X. Nonprofit.

[00:47:53.53] spk_1:
You know, we really believe X.

[00:47:54.75] spk_0:
Y. And Z. You

[00:47:55.88] spk_1:
can make a difference today. Um uh

[00:47:58.88] spk_0:
by donating

[00:48:02.37] spk_1:
$50. I don’t know, it’s very general um text or what

[00:48:03.57] spk_0:
I’m saying. Uh

[00:48:04.62] spk_1:
and then under that you have like make your gift here and then you have like a link shortening which

[00:48:09.67] spk_0:
would be like Bentley, B. I.

[00:48:10.90] spk_1:
T. Dot L. Y. You know, you can take a U. R. L. From your donation page, go to Bentley and it

[00:48:17.14] spk_0:
will compress it

[00:48:18.61] spk_1:
into less characters for your U. R.

[00:48:21.21] spk_0:
L. But

[00:48:22.48] spk_1:
include that within your um the description copy of your facebook ad. Um and the reason that I recommend that is

[00:48:29.75] spk_0:
Number one I’ve seen at work,

[00:48:31.10] spk_1:
you get a higher conversion rate but just thinking about the flow of a facebook ad. Like you’re reading the

[00:48:36.50] spk_0:
copy and

[00:48:43.57] spk_1:
let’s talk about the flow. If you don’t include this piece, you’re reading the copy and then you see the image or video and then you see a call to action

[00:48:46.10] spk_0:
and then over to the right

[00:48:47.14] spk_1:
of that call to action is a

[00:48:48.09] spk_0:
button. So

[00:48:49.27] spk_1:
what we’re doing with this

[00:48:50.07] spk_0:
essentially is bringing

[00:48:51.13] spk_1:
that call to action

[00:48:52.77] spk_0:
up

[00:48:53.11] spk_1:
quicker. Um, and eliminating

[00:48:55.39] spk_0:
some distractions to

[00:48:56.35] spk_1:
a degree. So I’m reading

[00:48:57.52] spk_0:
this wonderful

[00:48:58.51] spk_1:
ad copy that was written by this nonprofit

[00:49:00.75] spk_0:
and then they’re telling me

[00:49:01.75] spk_1:
what that next step is right here and there

[00:49:03.94] spk_0:
as opposed to

[00:49:04.77] spk_1:
like okay I have to watch this video or taking this

[00:49:07.40] spk_0:
image and I have to read this headline

[00:49:09.28] spk_1:
and then I have to click on this button

[00:49:11.67] spk_0:
so you’re you’re

[00:49:11.93] spk_1:
making that decision making process happen quicker. Um because

[00:49:16.12] spk_0:
by the time I read your

[00:49:16.91] spk_1:
copy I made tune out your image and the call to action in the button and I’m scrolling to the

[00:49:20.97] spk_0:
next piece of content

[00:49:22.51] spk_1:
so it just

[00:49:23.15] spk_0:
inserts that call to

[00:49:24.07] spk_1:
action a little bit earlier.

[00:49:25.28] spk_0:
So I would say

[00:49:30.47] spk_1:
test that out, see if that works. How about um what else? Facebook.

[00:49:32.00] spk_0:
Okay yep. So what else um

[00:49:33.84] spk_1:
I would test image overlays. So what I mean by that is like a

[00:49:38.77] spk_0:
text overlay.

[00:49:39.68] spk_1:
Um It used to be where with facebook you can only have a certain

[00:49:42.72] spk_0:
percent of

[00:49:43.74] spk_1:
your image and a image

[00:49:45.97] spk_0:
at be covered

[00:49:46.65] spk_1:
with text, but now you can put text all

[00:49:48.98] spk_0:
over it if you want to.

[00:49:50.24] spk_1:
So what I would recommend is like

[00:49:52.03] spk_0:
testing the image by

[00:49:53.48] spk_1:
itself. So let’s

[00:49:54.59] spk_0:
say it’s uh animal

[00:49:56.40] spk_1:
shelter and it’s just this picture

[00:49:58.22] spk_0:
of any animal, it could

[00:50:00.10] spk_1:
be a happy animal sat

[00:50:01.31] spk_0:
animal or whatever,

[00:50:02.48] spk_1:
but then you have a b version of the add

[00:50:04.84] spk_0:
and everything else is the same except the

[00:50:06.63] spk_1:
image. But

[00:50:10.86] spk_0:
over the image you actually have some text overlay that’s saying you know

[00:50:11.46] spk_1:
$50

[00:50:12.58] spk_0:
Or $10 a month

[00:50:13.93] spk_1:
can help save X.

[00:50:15.31] spk_0:
Animals X. Amount of animals. Um But

[00:50:18.54] spk_1:
seeing if that makes a difference.

[00:50:19.81] spk_0:
And honestly I’ve seen where in some cases it has, in some cases it has, you know, so that this is certainly one of those

[00:50:26.79] spk_1:
things where I’m like, I’ve

[00:50:27.82] spk_0:
usually see this happen, but I’ve seen mixed results with this. So I think non probably have to see what works for them.

[00:50:33.86] spk_1:
Okay,

[00:50:42.16] spk_0:
leave us with one more facebook made. You make your top one of what’s left. Yeah. What’s left is testing your audiences. So

[00:50:46.11] spk_1:
not even what the people

[00:50:47.35] spk_0:
see, but behind the scenes and facebook, whenever you’re

[00:50:50.21] spk_1:
building the ads,

[00:51:09.16] spk_0:
your audiences are so important. And I would test against your audiences and even within that I would break them into a few different audiences and won, I would take my email file of my donors and I would upload them into facebook and target them with ads separately from everybody else. Um, and then I would also target by

[00:51:11.58] spk_1:
age, I would have everything

[00:51:16.96] spk_0:
be the same except I would target different age groups because some

[00:51:17.28] spk_1:
nonprofits say,

[00:51:18.37] spk_0:
hey, we want to

[00:51:19.29] spk_1:
target ages 18

[00:51:20.53] spk_0:
and up because everybody, if they have money we want them to give. But that’s not always being

[00:51:25.01] spk_1:
a good steward of your ad

[00:51:36.56] spk_0:
budgets. So tests like 50 year old plus and then test maybe 35 to 49 see which one of those ad groups has a higher conversion rate because a lot of times when I talk to non profits, they

[00:51:38.51] spk_1:
have no idea

[00:51:39.71] spk_0:
what the age group is of people that donate to them on facebook. So I’m like we can find this out if we test

[00:51:45.35] spk_1:
enough, we’ll know that this

[00:51:46.51] spk_0:
is the age group that has a higher propensity to donate. Um So those are ways that you

[00:51:50.33] spk_1:
can test the audiences on the back

[00:52:00.45] spk_0:
end of it, you mentioned earlier that you have 100 ways to test. Is that something you said? I think you said it was on your website. Um it is, it’s you have to be a member of fundraisers unite

[00:52:04.38] spk_1:
to have

[00:52:05.07] spk_0:
access to that. Yeah, but it is

[00:52:07.37] spk_1:
available but

[00:52:07.99] spk_0:
yeah, just throw it dot com after that. So fundraisers unite dot com. Um and this is an online community uh subscription program for digital fundraisers. So there’s a lot of templates and trainings

[00:52:20.57] spk_1:
and tip sheets and

[00:52:21.77] spk_0:
resources that they

[00:52:22.87] spk_1:
offer to my

[00:52:24.75] spk_0:
audience. Thank you very much, jeremy hazelwood

[00:52:59.75] spk_1:
digital fundraiser. Next week we’ll take a break from 22. NTC with Don Gatewood on mentoring. If you missed any part of this week’s show, I beseech you find it at tony-martignetti dot com. We’re sponsored

[00:53:00.33] spk_0:
by turn to

[00:53:00.90] spk_1:
communications pr and content for

[00:53:03.30] spk_0:
nonprofits. Your story

[00:53:58.25] spk_1:
is their mission turn hyphen two dot c o. And by 4th dimension Technologies IT Infra in a box. The affordable tech solution for nonprofits. tony-dot-M.A.-slash-Pursuant four D. Just like three D. But they go one dimension deeper. Our creative producer is claire Meyerhoff. The shows social media is by Susan Chavez marc Silverman is our Web guy and this music is by scott Steiner. Yes, thank you for that. Affirmation, scotty Be with me next week for nonprofit radio big nonprofit ideas for the other 95%. Go out and be great. Mm hmm.

Nonprofit Radio for July 8, 2016: Everyone’s A Winner & Political Giving

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IMG_3097When it comes to digital testing and learning from the results, there are no losers. Steve Daigneault and I step through lots of tests on font type and size; wording; single-button versus multi-button appeals; and several more. He’s senior vice president at M+R consulting and we talked at the 2016 Nonprofit Technology Conference.

 

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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent on your aptly named host oh, i’m glad you’re with me. I’d suffer the embarrassment of dis navia if you talked about missing today’s show everyone’s a winner when it comes to digital testing and learning from the results, there are no losers. Steve daniela and i stepped through lots of tests on fun type and size wording, single button versus multi button appeals and several more he’s, senior vice president at m and r consulting, and we talked at the twenty sixteen non-profit technology conference and political giving what’s the value of knowing your potential donors, political donations and where do you find the info plus summer conference is you need to know about maria? Simple is our prospect research contributor and the prospect find her on tony’s take two time off. We’re sponsored by pursuant full service fund-raising data driven and technology enabled, you’ll raise more money pursuant dot com here is steve danu with me from the non-profit technology conference. Welcome to tony martignetti non-profit radio coverage of sixteen ntc the non-profit technology conference this is also part of an tck conversations. You know where we are. We’re in san jose, california, at the convention center. My guest is steve danu, he’s, vice president at m and r, and i’m going to talk very shortly. First, have to do the obligatory ah swag item for this interview, which is a coaster and t shirt from. Q give, and they are color coordinated. If you’re watching the video, you can see that if you’re not watching the video, you can go. Teo riel, ariel, tony martignetti, which is my youtube channel, and find the video there. This joins our swag swag pile for the conference. Not much of a thud on that one. Sometimes they thought, you know very hard, but not that. Steve. Welcome. Welcome, todo. Thank you. You are senior vice president at m and r what is m and r? We’re em plus sign on. Plus our yeah, exactly where, eh? Ah, consulting agency. We have one hundred five people around the country working to make change in the world. We will only work with non-profits sixty five of our staff for sixty seven work on our digital team doing digital fund-raising and advocacy strategy campaigns reporting acquisition fund-raising all that’s alright and those sixty five are related. Tio what? We’re going to talk about your your session topic was step right up. Everyone’s a winner that’s because you ran it like a sort of a carnival sideshow type. Correct, but the the meat of it is bunch of digital tests exactly you’ve you’ve done or you’ve seen done or yeah, no, they’re they’re actually. Ah, digital test that we have conducted with our clients just in the last six to twelve months. So they’re actually recent tests very current and the audience was to vote up or down whether this was ah, successor. A failed test item. Exactly. We had scorecards. People voted, they kept score. And at the end, we had a winner on a carnival prize that we give away what you give away the giant stuffed pink teddy bear which was very embarrassing to carry around. And we encourage the person to carry around all conference. I have not seen it. I know i haven’t either. So i don’t know what happened. Then maybe the person is s o committed teo, fulfilling their promise that they just decide to stay in their room. I feel if i go public on i have to wear this. Strap this thing on my back or carry it around. Yeah. No, i’m not not gonna go public, all right? So you have a bunch of we’re going to get to all of them. But you have a bunch of these digital tests? Yes, very short. And you flashed them on the screen. People voted yes or no, right? Whether this was good or bad. Exactly. Well, there was you either voted whether the control one we had a control, which is the existing version of whatever it was we’re testing against. We have the test version, which was the thing that we thought would do better. Okay. And then we had a third option, which was a thai where there really was no difference between the two. Okay, and that’s what people would vote on? All right, so let’s, get started. You’re going to use your laptop. But you also explain, since we can’t see the cards what’s gonna nudge to prospects. What does that mean? S so we actually had a bunch of these tests. Several clients of ours tested what we call a nudge, which is on a donation form where you see an ass string, various dollar handles, and we’re okay now already. Stop tony martignetti non-profit radio. We have george in jail. Oh, now everybody must not know a nascar string. And what was the other one? I don’t remember your jargon. Dale’s. Great. Serious. Okay, no, don’t scoff it, jorgen. All right, let’s. See, let me start over. He asked on a on a donation form a tte, the top of a donation form. There are little radio but ends or other buttons with ah, gift amounts. You know, like you would select a twenty five dollar gay. After you select the button with the thirty dollars gift or hundred dollar gift and that’s how you start the donation form well, on a nudge test. Well, that’s an ask drinks. So that’s called a nasty trick. That’s called a mastering. Exactly. And each of those dollar amounts inside of a butt in each of those are our, um, dollar handles. No, sorry, they’re not dollar handles, but what we’re testing is a nudge is a an arrow that points to one of those dollar amounts with a little sentence that says most people are giving one hundred dollars right now, please give what you can so it’s a is that a true statement for most of these organizations? Yes, it is a true statement, but, you know, and fund-raising sometimes there’s a little wishy washy licenses taken on way point to and say that most people give it this. Yeah, but actually, i would say most of our clients of the people we’ve worked with have you no kind of they want to be truthful on this. And they and they did. Most of the tests were actually truthful. Okay, s o okay, that’s. A nudge. So that’s a nudge exactly it’s a suggestion it’s an and so the nudge to prospects the prospects are non donors. They’re people who are on your email file who have not donated yet when they click on the appeal linked to donate, they’ll get the test version that says, you know, most people are giving this amount, and we’ve tested this a bunch of times and what’s the answer doesn’t work two percent of the time we’ve tested it, it works, it actually improves either it will improve the average gift that’s more likely, that is that’s. The place where you more likely to see on impact is on the average gift. It will improve the average gift, or sometimes it also improves the response rate. But fifty percent of the time it works all right, fifty percent of the time we tested it, it had no impact, and when we’re looking at the difference and these were all tests, we were running in the last six to twelve months. When we looked at the differences between the tests, we noticed that it was important one of the things that was important to do if you’re doing a nudge was to use language that had some urgency in it. So the ones that worked where ones that said, you know, most people are giving one hundred dollars, right now or today, something like that, and so that was that was one of the recommendations we would make. Latto organizations that want to try this is to include some kind of language that has emergency in it. Okay, all right, you’re tuned to non-profit radio. Tony martignetti also hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a quick ten minute burst of fund-raising insights published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation really all the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti dot com that’s marketmesuite n e t t i remember there’s a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura the chronicle website philanthropy dot com fund-raising fundamentals the better way dahna well, what else we got? That’s. An excellent one nudge to prospect way learned from technical language. Okay. Yes. All right. So for a couple of groups we’ve also test. Sorry. I just had outstanding. Okay, good. Yes. Excellent. I’m sorry. No, no, no. I have information. You thank you. Thank you. We’ve also tested font type and size inside of email appeals. This is typically we have a couple of clients that have older. Ah lot of a lot of our clients have older audience, especially donors or older audiences. So we wondered if you know a font type where that maybe the letters and spacing of the letters are a little bit more open or the font size. You know, something a little bit larger would improve the response of the appeal, and in one case, it did improve it thiss was toothy aarp foundation so sort of makes sense. But it was it was a slight increase. Howto eight percent hyre conversion rate thie appeal that used instead of using aerial, it used cally brie, which is in a more open font. And the font size went from twelve point two sixteen point, so eight percent way. Through significant it is it all of these tests well are statistically significant that is the technical term, but an eight percent hyre conversion rate is a little bit better, it’s not an enormous amount, but it helps. Ok, yeah, all right, another pretty common test that we’ve run something we’ve run more than once and we’ve seen work often is a five making a five dollars suggested asked to prospect so that’s two non donors again and inside of the appeal this test in particular that i’m looking at one version had make your tax deductible gift of fifty dollars or whatever you can afford and the test version said, make your tax deductible gift right now pitch in five dollars or more and the that my boy is non-technical days are pigeon pigeon, like i’m thirteen pitch in all right, so that’s a pitching instead of making a donation? Yeah, so there’s a sort of some other differences there, but the the thing that we’ve tested more than one place is suggesting a much lower dollar ask so five dollars versus fifth and the test group in this case had a twelve percent hyre click through rate a thirty three percent hyre conversion rate. And um although the control group, which is the group that had the fifty dollar group overall, had it hyre average gift, the test group raised more money and had mohr revenue per recipient. So that ended up being the winner. So the test group, even though it had a much lower average gift overall, it converted many more donors and had generated much more revenue. I’m standing all right. It was only ten percent of the of the other asked, but it generated more revenue. Yeah. It’s. Amazing. Important. I think that’s important to point out and the conversion rate is converting a prospect to a donor. Exactly. Ok. Yes. Ok. Yes. Ok, cool to five dollars. Ask five dollar. Ask it’s. Definitely a good one to try. Pita, you know, we we we tested the five dollar asked for peeta. This was interesting. Um and it’s it’s killed it. I think that the five dollar asked generated more almost three times as much revenue as the version that didn’t have asking it on then our client contact said, well, why don’t we try ten dollar? Ask against the five dollars. See if we because the average gift was low. I mean, that is the thing that happens when you suggest five dollars. You do get people that give only five dollars. So we tested ten dollars versus the five dollars, and the five dollar asks. Still one still generated more revenue. That’s something. Yeah, now that i think it’s something i think would depend it would really vary across organisations. I think that is true for peter because, you know, we tested it for pete, and we know that’s true for their audience. At least right now it is. But for other organizations, that might not be the case. And you might see a ten dollar win. Okay, um, so adding paypal on the donation form as a payment option? We’ve tested that a couple of times. Um, and this is interesting. I think pretty much every time we’ve tested it. I would say at least if not every time, almost every time ninety percent of the time we test this, it wins. Adding paper papel helps improve the conversion rate. Um, how much it helps? Depends on the organization. We we do see that, like, for peeta again, for example, they they actually receive a fair number of international visitors and donors to their donation form, and that audience in particular likes to use paypal. I think it’s it helps to avoid the us specific fields they khun use the fields that they have in papal, and we also see that sometimes papal, adding the papal as a payment option can help improve the conversion rate of your mobile donors. People who are visiting your website on a mobile device you know, it’s a pain in the neck to kind of enter in all of those fields on a mobile device. When your aunt, when you sign into papal, all that stuff’s already entered and so you just have to enter in your user name and password and boom, you can make your gift alright, esso, in this one particular option test, i’m looking at the adding paper only improved the conversion rate by eight percent in other tests i’ve seen improve it up to thirty, forty percent. All right, another interesting test i think that i was sort of surprised by, but we’ve tested it multiple times with different organizations and it always wins is using the word renew two prospects so asking non donors instead of, you know, typically what you would do to non donors is you would send them an appeal and you would say, become a member or donate yes, ah, the test version would say instead, renew now renew your support and in this case, union of intern scientist when they tested this, the renew language had a forty eight percent hyre response rate and an eighty eight percent hyre revenue per recipient. And you said this one, although that was pay palate. You’ve always seen it increase. Oh, no, this one you know, this one to this one, this one always work to be you’re ignoring the fact that i’ve i’ve never been a member don’t insane. It is completely a lot it’s insane, it’s really weird counterintuitive what do you think is behind us? But i know i would read that say we’re how connive freakin renew. Well, what’s funny, you know, i’m i’m renewing what’s funny is, you know, sometimes when you go to these focus groups, you know, sometimes non-profits have focus groups of their donors or their supporters and though include people that are on their email lists in these focus groups that have not donated, along with people who have donated and people don’t remember they don’t even know or remember who a lot of times this is true, they’ll you’ll have non boners in a focus group talk about how they’ve made a gift and how of course they’ve supported this organization that’s remarkable and and i think it’s just it bears out that, you know, sometimes people think of their support and, you know, if they’ve taken an action or they’ve given you their email address, they feel like they are supporting you in some small way, and so maybe, you know, using this word renew sort of like, i don’t know, i don’t know what’s behind it, but that was a wild one. Let me see if i can find find the other one here because it happens every single time we test it on and it’s and it’s crazy, i would say, you know, if you took some action but didn’t donate, maybe then further your support would apply but not renew renew suggests i’ve i’ve already given i’m a member and i’m renewing my membership or renewing my gift. Yeah, eso this what drives? Me crazy. All right, great to know it is, yes, all right, let’s, get over my amazing what else we got? Um let me see here. So we ah, this was an interesting test. We ran with the central park conservancy. Um, they were you know, sometimes when you go to websites, you’ll get a little light box that pops up asking you to give your e mail address. Sign up for their email lists like boxes is not the not the hijack. Its the translucent one. Yeah. See the page. You can see the website behind it. Yes, it is. It is ajar durney term. I thought maybe you would be. I would be put in charge in jail for using the word like box. You’ve heard it before. Okay. Okay. All right. So what is the right language to use on a light box to encourage people to give their email address? That was the question we’re trying to answer. When we ran this test with central park conservancy s o we had we had a beautiful image of the park with a very simple email form to fill in your e mail address in your zip code with a button on. Three different versions were essentially testing the language inside of the light box. The first version said me see if i can pull this up a little bit bigger so i can see it love central park sign up for insider info and ways to support the park version two said get the inside scoop on central park be the first to know what’s going on in the park unearth park secrets and get special offers and mohr version three said love central park then you’ll love our emails. Ten out of ten central park squirrels agree get the best of central park delivered to your inbox s o all right, and i was i was down on number three until you invoked the squirrel naralo first line number. My voice again the first line on number three was turning me off. But ten out of ten since quarrels that one turned me. I did a complete one eighty on those three. So i’m gonna vote for version three. As as the winner. Winner yes. And ah, the one that one was the not so cute more planes playing and straightforward one which was get the inside scoop on central park. Give us your email address. Version three. The cute one with squirrels came in second, so so so it was actually version two version to one exactly, and just say it again. What version to say, version two said, get the inside scoop on central park, be the first to know what’s going on in the park, on earth park secrets, get special offers and mohr. Alright, first to know special insider people like that it’s also the most sort of straightforward one it’s like. Listen, give us your email address, we’ll give you some things back. The other ones are a little like mohr keet see, like love central park. My squirrels were cute. Yeah, disappointed. They didn’t win. All right, this was an interesting test. We ran with the american cancer society, which was. Does putting a dodie does putting a video on a donation form help? Getting a video on a donation form so this is where the person is click through already, they’ve already clicked. Donate now button yes, and they’re on the actual form they’re going to fill out. Yes. Is there a video and there’s a video embedded on the form? Exactly. And this is a very common question that non-profits have. Okay, the question is, does it raise the average? Yeah, person’s already donating so well, there has the conversion stage there. No, there, they haven’t donated yet. Well, they already committed to write. They’ve they’ve clearly made some kind of ah, they’ve done something to show some interest in donating law they would say made us took a substantial step. Yes, they have taken this step there, there on the there on, you know, they’re almost through the process of giving and a lot of non-profits want to know, like, you know, should we use these? We have this great video or they think, it’s a great video. So, you know, i think it’s subjective ah, and should we use it or not on our donation form, maybe it’ll help. And so we tested this with the american cancer society and there was no difference, okay, there was no difference. Now i won’t say that is the answer for any non-profit i think it really matters the video. I mean, what is in the video really matters that really counts. I think in this case it didn’t make a difference, and i think the people at american cancer, our clients, i think they wanted to use the video and so were like, if you want to use it that’s not having a detrimental impact, go ahead and use it. It’s fine. All right. Very, very diplomatic. Yeah, exactly. Um, you want more testers? Let’s? Do i just you scrolled through multi boat button versus single button. What was that about? Ah, sure. This was kind of a very specific tests that we ran on the website of the smithsonian. They had a promotion, sort of a promotional area on their website that encouraged people to donate, become a member or sign up for their newsletter. And so there were that that was the control it was the promotional area had three different things. Was asking the site visitors to do one of these three or all of these three things. And we felt like if we made that promotional area, just focus on one thing. We would see an increase in revenue. And so we tested the control, said, you know, there’s a little text that said make wonders happen, give jay or become a member. There’s a little bit of, you know, copy couple sentences saying why should become a member. And then there were three buns. Donate now membership get e news and the other promotional area had essentially the same text make wonders happen, give today or become a member. But there was just one button and it said, join us ah, when we tested it, there was no difference. So, uh, so your own hypothesis. Yeah, i mean, failed. But this is why we test. Yeah. I mean, i would say, actually, ah, it’s it’s ah, if we have a good hypothesis when we test it it’s never a failure, we always learn something. So what we learned was, it doesn’t matter. Okay? It doesn’t say i’m not using diplomatic language. It’s not diplomatic know fairly. There are no failure. Thie digital test whoa! There’s that’s, right, everybody’s a winner. That’s. Why you’re everyone’s a winner? Listen, like, when you are testing your learning and when you’re learning, you’re winning hyre i have nothing to say xero this is this was a super interesting test? Actually, we just got the results of this. This is a very fresh test that we just finished in january for peeta, they run are actually why i think it was in february, we ran a monthly giving recruitment campaign, huh? This. Ah, you know, we try to take one time donors and convert them to become monthly donors, because then the retention rate goes up, their value overall goes up a lot on dso. In this campaign, we tested on the donation form. You, you know that the control donation form had, eh and ask string, which that’s that’s jargon, but we’ve explained earlier, so had radio buttons where you select the gift amount. Eighteen dollars monthly, twenty one dollars monthly. Twenty five dollars monthly, thirty five dollars monthly or enter your own amount. And the test version. Had a new addition next to eighteen dollars monthly. It converted that eight that the dollars per month amount in two cents per day. So it said eighteen dollars monthly. Just sixty cents a day, twenty one dollars monthly. Just seventy cents a day. Twenty five dollars monthly. Just eighty three cents a day, and so on. When we tested this actually the cents per day lost the control that on lee had the dollar amount ah, converted mohr one time donorsearch co-branded and what i mean, there is it didn’t have there wasn’t a difference in the amount of monthly donors that converted, but when you get to the page, there is a way to not donate monthly and just donate one time as well. And the simpler ask string without the sense per day converted more one time donors and so overall it generated more revenue, and this is we’re not sure why that happened. We kind of want teo test it again, honestly, because we felt like, you know, this it helps to break down the monthly gift in a smaller amount, but very intuitive. Yeah, but and and you see, it used a lot, you know? You see it on tv and those d art direct response television ads where you see, you know, but that just means there’s well, there could be a few things going on. They don’t follow everything that every that you see other people do because they could be falling off a cliff, right? This could be organization. Specific, right? Right. You’ve made that point four times, right? You know, but i have to highlight with the first one on first when i said there’s, a lot of bad practices out there. Yeah. See something commonly done, right? It’s the best way. That’s, right? Yeah. Okay. That’s. Why we test that’s? Why? We want the winner every right. We’ve gotto give us one. Give us one. You could explain quickly. We got time for one more. One more quick one. Alright. Ah, let me see here. All right, so, here’s a quick one. Not due in less than a minute. Okay, so we’ve all seen? I don’t know, but maybe you’ve seen a lot of the the president obama donation form. It starts it’s a it’s multi step. You’ve got one screen where you select the dollar amount. You click next. The next screen you enter in your name, you click next-gen next screen versace, all of the fields on one page you tested that we’ve tested that we’ve actually tested it multiple times. We have to move ahead. Go ahead in this in this in this test that we just ran, there was no difference we’ve tested. It previously with other organizations, we have seen a improvement using the multi step form. Yeah, so sometimes it works. Sometimes it doesn’t. Sometimes it doesn’t matter. Okay, we’re going. We’re gonna leave it there. Ok? Sometimes it works. Sometimes it doesn’t. But how do you know? Test? Yes. All right. Yes. All right. He is steve danno, senior vice president at m plus r. Thank you so much. Thanks. Yeah, thanks for sharing. Great. Great. Sure. Absolutely. Thank you for being with tony martignetti non-profit radio coverage of sixteen and t c political giving with maria simple coming up first pursuant velocity it’s one of their online tools. It keeps your fundraisers on target by prioritizing their work, their activities day in weekend, week out measuring time against goal making smart decisions about what to do day in, day out, following up on time i’m filming up with donors following up on time. I don’t know what he meant by that. But following up on donorsearch meetings and potential donors and of course, the dashboards, the management tools that go along with all this fund-raising management leadership you gotta you gotta have administrative tools so that other people can see what the progresses day to day, week to week it’s all about time against goal. This tool was created to help pursuant fund-raising consultants manage their own client campaigns. That means you get the pro tool to manage your campaigns. You don’t need the consultant. You could just use their tools. Well, you got one friendraising or or it’s a whole team velocity. Check it out. It can help you raise more money. You’ll find it at pursuant dot com now, tony steak too. I urge you take time off this summer. You are in a e-giving profession. You work hard, acknowledge that accept it and in orderto give to others. You need to take care of yourself. So i beseech you, take time off this summer and disconnect. That should be mean. Ideally that’s. No email, no work phone, no work texts, no posting and social media for the week or however long you could get away it’s breaking away from work you’re giving and giving and giving you have to take for yourself. So i do urge you take some time for yourself so that you when you come back and for the rest of the year. You know, you could be at maximum giving for those people that you’re helping and working with day in and day out. Take care of yourself this summer, please. That’s tony’s take two maria simple you know her she’s, a prospect finder, she’s a trainer and speaker on prospect research. Her website is the prospect finder dot com, and her book is magnify your business tips tools of strategies for growing your business or your non-profit of course, i should say that’s, her latest book, she’s our doi end of dirt, cheap and free, you’ll find her on twitter at maria simple. We’re simple welcome back, so great to be back with you, tony. I’m very glad. Thank you. Uh, i’ve missed you. I don’t know maybe it’s been more than a month. I’m not sure if it feels like it’s been just has been too long, so i’m glad that it has been awhile. That’s that’s ok, i’m so glad to be here. Thank you very much. All right. Political giving it’s a presidential cycle that is big news, but tune into time non-profit radio for breaking news we’re in a presidential cycle this year. Uh what? What do? You think the value of knowing political donations is, well, you know, it could be interesting to track this for some of your major gift donors before seeking a visit with them. It could it could give you an indicator really, of how much they’re able to give to your organization. So, you know, it kind of speaks to that capacity piece of the picture, um, so you know, they’re regularly donating large sums of money to political campaigns, you know, they could be likely a major gift qualified, you know, candidate for your organization, um, and and also if you’re of organization happens to be, i don’t know politically charged, one way or another, it would be good to know, i suppose you know where your your donor’s life, but also, you know, maybe maybe, uh, let’s let’s say, for example, a non-profit has its its mission somehow in, you know, in arts education, and you find that your prospect has donated maybe teo somebody who’s who? Ah, a candidate or, you know, a current, um, senator, congressman, whatever it is that is also involved in creating some sort of funding for arts, education or arts organizations, you know? It would be good to know that they already have that particular, um, tensions, right, for wanting to give to your type of a cause. So it could have, you know, a number of things to do with donating to non-profits and it’s. Kind of interesting, because many of the elektronik screening tools really build that into the level of data that they provide for you. So all the major screeners bring political donations into the reporting. Well, interesting. Okay. I haven’t seen one of those lately. Now, one of things we don’t want to do is start talking politics while where having lunch with our potential donor. Yeah, it’s probably a good idea not to do that. But again, just this part of you know, when you’re when you’re sitting down doing your your your donor profile in advance of your visit with them and you’re you’re looking at all the various data points that you want to collect because you’re looking for capacity to give but also affinity, right? So in in looking again at that capacity pieces especially, you know, what are they giving politically? You know, this year over, you know, how many years of period of time you want to go back and take a look at at the donor, the political records. So, you know, you can really kind of get an interesting picture to see, you know, even, you know, has somebody given democratic and then republican and then back to democratic so it’s kind of interesting to see too sometimes, you know, are they giving across the board, or is it really very focused? E-giving in their political donations? Okay, that sounds like enough motivation, right? For why this can have value for you. Definitely. Yeah. Okay. Nothing else you want to add there? No, i think you know it’s. Just it’s a good piece of the puzzle to have in your donor’s crow file reports. I include it whenever i’m doing ah donorsearch profile for one of my clients, i always look at at whatever i consigned online in terms of political donations and just really include thie. Just a snapshot of what that political e-giving looks like. All right. Cool piece of the pie. One one thing. One thing to look at, not not to give it or undue weight. Alright, well, your are doi and of their cheap and free. So i’m hoping you’re gonna come up with some, uh, some resource. Is that that we might turn two? Absolutely. Well, really the source of all the data. Even all the other organizations that might be compiling the data. They’re all getting their initial source from the federal election commission. So that website is f e c dot gov and so that’s really the place where you know any other people that are compiling the information or getting it from anyway. So you may as well go straight to to that source and get it directly there yourselves at ftc dot gov, can i just start searching? For people’s names, you can you definitely can. You can look by individual contributor so you can have a little information is just their their their last name, their first and last name? Um, and then, you know, with with more common names, i typically like to look at the more advanced search page, you know, and stead of just looking at the portal that that gives you access to, you know, searching just by name. It’s great to be able to search by state, for example, on dh, so you would want to click on the advanced search tab for sure so that you can focus it down, especially when you have a common name, you know, it’s tony martignetti you’ll probably find him without too much trouble. Oh, yeah, i’m eminently findable doesn’t doesn’t matter. I don’t need ftc dot gov, just just new tony martignetti at the very highest levels and you’ll find it. Ok, well, now if if we know the person owns a company or controls the company or founded a company, should we, i presume also be searching that company name. You know what will happen is part of the data output you will. Get that company name um, so, interestingly enough, when when you are looking at the thie, the list of contributors uh, are you looking at a specific contributor? Let’s say and in this case where you look, you have an individual’s name, you’ve looked them up, and you found their record. You can actually get quite a number of interesting pieces data from that i’ve actually found people’s home addresses because i’ve been able to find them as giving a political donation, and they might be an unlisted person, you know, in the phone book, for example, but if i have a sense that they might be a political donor, i’ll go straight to this database and i’m able to pick up on what a home address would be. Ow goldmine there, you know, right? Yeah. Absolutely, absolutely. So you get their home address, you get their, uh, their employer name and you get there. They’re title, uh, at the company. Oh, outstanding. All right. Well, let’s, let’s, pursue these gold mine. Now i have their home address. Right where you’re the you’re the researcher. Where? Why? What can i do with that now? Well, if i were, you know, at this point, then i would say, all right, well, let’s, get a night now that we know where they live, let’s get a sense of okay, well, what? How much is that property worse? Do they own other properties, secondary homes and so forth elsewhere? And so, you know, again, that’s all part of public records, so you’ll be able to find that information pretty quickly to determine what their home is assessed that what they’re paying in taxes, property taxes? Um, you know, again, and you could do that for their primary and secondary properties that they would own now, we didn’t prep this, but can you share some of the sites that you use or maybe just one hundred for for home of home value and property taxes? Well, every at this point, pretty much all tax assessors, um, are are searchable online, even for free. There are a number of fee based services, however, what i found is that if you just google the name of let’s, say the city you’re looking for, so if you’re googling, you know, i don’t know like where i am, bridgewater in new jersey, you’ll probably be able to find it, um, sometimes is the state. Some of the local papers have a have databases. Public records type databases available like like we have here locally tow us. I usually can access a statewide database of property records. Right that way. Right through. Ah mei mei, central jersey. Dot com it’s called, but it covers the entire state of new jersey. Excellent. Okay, now you mentioned thank you for that. You mentioned secondary home addresses. How would you get that? Does that show up? Ftc dot gov also? Well, if they happen to be linking their political gifts to that address, yes, it would show up there, however, usually for me to find a secondary property. I’m looking i’m most of the time i’m using a database that i’m paying for related to property searches and most people who will have a secondary home. They still have tax bills and so forth, their address on record for that secondary property is still going to be tied to their primary property. So very often, if i know the address of the primary property, i can go into one of my fee based databases that i use and then find out what? Other properties are owned and tied to the primary property. All right, so you have to go feed based, typically to find the secondary property. Yeah, well, unless they happen to be listed, and if they are a listed person, if you have a sense, that or maybe ah, boardmember has said, you know oh, gee, they happen to own, you know, property near a ski resort in colorado on dh if you could do it, you know, a search for them online and find an ad. You know that name in, like, a four one one dot com, you know, phone record or something that might be a lead for you to at least go on. All right, all right. But at least if you get, you’re gonna get the primary from fc dot gov. Yes. Okay. Very often they will build. They’ll disclose their home address there. In some cases, they provide their there, tie it to their company address. But i find very, very often people are using more often than not. They’re using their home address for that political donations. Okay, excellent to know. And thanks for pursuing that aggression with me on on home address. But like i said, that’s gold one drill down into that. Okay, so what else? What else? We’re going to see it ftc dot geever we still there with our searches? Yes, yes. So you know, you you’ll find out how much they’ve given on dh you can actually on that advanced search page. You can actually search by a date range, right? So if you were interested in finding out, i don’t know how much money bill gates gave just over the last two years, for example, you could run such a search from that particular sight and then find out all the political donations he’s made just in a two year period of time. All right, that’s, far back as it goes two years. No, no, it goes back much further than that. But what i’m saying is you can actually focus it down, if you know, sometimes you think all right, well, is it really important to know what somebody did in nineteen, ninety seven? You know, it was like so long ago, but, you know, if you’re only looking for, you know, a little bit more currency, go back two years, five years, you know, whatever. You would consider to be current for your reporting on and you know you could make a decision in your own development office is how far back you’re interested in and collecting political data. Gotcha. Okay, you’re restricting yourself, okay? Yeah, yeah, you could definitely self restrict search. All right. Anything else about ftc? Dot gov? I want i want exhaust this free research. I mean, free. Oh, yeah, there’s actually is actually a lot more to talk about. So one of the interesting things that you can do but should not dio is you can do you know, we’ve talked about proactive ah, prospecting tony in the past where we’ve said, all right, well, how can you go out and mine a database so that you’re coming up with names of new new names of people? Right? That’s, that’s a big thing for non-profits who are the other wealthy people in the community or whatever? Right? So you hand mind the data in such a way to find out, put in a zip code and find out who are all the hyre political donors in that zip code. However, you have to be extremely careful. There are there are rules there’s something called the sale and use restrictions of the data, and they say that they saw the data. Have you ever heard that term before? Yeah, they put bogus ones in that that are like fcc employees. Yeah, exactly, exactly. So they can salt each report with up to ten fictitious names. And so what? What ends up happening then is if you send some sort of a solicitation or commercial mailing toe one of the fictitious, fictitious names the committee is going to know that somebody has illegally used the names of the contributors disclosed on its report. So i would just really caution anybody against using it, um for proactive searching because you really don’t want to get caught in a least, i don’t that’s for sure. I don’t know. I don’t know about your lister, of course were, of course, but this is an ethical group, of course, disparage, and i know you’re not disparaging, okay, let’s. Ah, let’s, go out on a break with that with that caution, stay with us. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon. Craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s, aria finger do something that orc. And naomi levine from new york universities heimans center on philanthropy tony tweets to he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard. You can also join the conversation on facebook, where you can ask questions before or after the show. The guests were there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guests directly. To sign up, visit the facebook page for tony martignetti dot com. I’m dana ostomel, ceo of deposit, a gift. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Welcome back to big non-profit ideas for the other ninety five percent. Thank you very much. Dana ostomel maria. So i can use the zip code, search on dh, scroll through and find all my neighbors and see who they give, too. Yeah, yeah, yeah. Absolutely could do that. Okay, now, of course, zip code is going to be that’s pretty broad. I mean, you could easily just do it. Name by name, too. But if you wanted teo okay, there’s there’s, a lot of data there in zip code search. Wow. Yeah. All right, all right. Be careful how you use. Yes, it zits seated seated. You said that they say it’s salted or it’s seated. I always thought it was seated. But in prepping for this show, i noticed that they use they actually go. They have a whole paragraph on assaulting and that was my first time ever seeing it. So i learned something new. Justin prepping for the show. Thank you. Yeah, i think they’re brought thie f p c. I don’t think that i don’t think you have a grammar heated. They salt each report? Yeah, i don’t think they have a grammar. Linguistics on entomology team it at fcc. Which which is you know what? Tony latto set him straight. Ah, uh, yeah, i don’t know. There’s something they’re not well. Let it go. F e c. Okay, um, what else? What else? Sounds like this is rich. Yeah, so so here’s. Something to keep in mind too. There are actually contribution limit, so it could very well be for any given year that somebody would like to have given more, but they have hit a contribution limit legally. So for individuals, for example, um, you and i as an individual, we cannot give more than twenty seven hundred dollars to each candidate. Okay? Yes, our election, right? And then there’s also limits for, like, how much individuals can give to political action committees. Um, and, you know, there’s a whole big breakout. So, you know, you could go in there’s a number of websites that cover even if you just google you know what? The contribution, you know, political contribution limits, you’ll get various charts and so forth on this. But it’s very interesting to think that. Okay, well, you know, they you know, they couldn’t give directly to that candidate more than that amount, so what they do is they end up giving tea, you know, they give to these political action committees they give to, you know, you’ve heard of soft money score so there’s there’s ways, kind of around it and that’s why a lot of this discussion happens about, you know, reforming the way, you know, political donations are going on in the country, but, you know, i didn’t want to, you know, just let everybody know that there are indeed limits as well. Now, maria, no amount that you and i could give. Are you aware of any? I don’t know, maybe there’s shadow places where we can weaken gets info on some of this dark money? Um, well, you know you can you, khun? Definitely, you know, from through the federal election commission also there’s another website called open secrets dot or gyu khun definitely look through, look through some of their reports a cz well, um, yeah, i mean, really, if you just google it, you’ll come up with a number of places where you can get all this data for free, but i think if you know, if you kind of bookmarked for yourselves the website and open secrets some he’d be doing pretty good. Okay, cool. Open secrets. All right. All right. Um, what else am i going to know, too? That non-profits themselves. And, you know, i’m sure most non-profits know this, but they’re actually prohibited from making contributions to federal elections. I think, you know, most of us know that. But since we’re talking about political contributions and this is a show dedicated for non-profits, i thought we should leave. But that out there and we’re going, we’re going to have jean takagi on in the next week or two a couple weeks talking about the limitations on political activity. So all right there we already do that show. We did that show he’s not coming up there. Here. He did it, it’s coming up. Sam says, coming up. Okay, yeah, you know what, it’s a good year to be talking about all this force top of mind for everyone. No, i’m trying to think whether we did it already or it’s coming up, i think we’ve done it. Yeah, we did it. We did it like two months ago or so. Yes. So, jean takagi, you googled you. Go to my site. Twenty martignetti dot com look for jean takagi. All his shows will come out. And yeah, we talked about the limits of of permissible activity and and the grey areas and the tests and all. Yeah, yeah. That’s already been covered for god’s sake. I got to get with it. All right, it’s already done. It’s done making promises that are making promises that already kept was talking about talk about under promising, promising things that i’ve already done. Okay, what else you got? F come on f uc dot gov. Well, you can also, if you were interested in finding out starting with a political candidate’s name or even buy, you know, political committee, you can you can really drill down the data. So so, for example, i’m looking at a page right now for the twenty sixteen presidential campaign finance. And so it has how much money has been raised by all candidates and then they start breaking it down. Democrats, republicans. And then they start naming the individual candidates. Um and so what you can do is from there, you can start drilling down much further. And saying, ok, who’s giving to a particular candidate. And then from there, you can drill down even by state, and a man buys it. Okay, okay, this is all in the advanced search, so we’re still nfcc dot gov, right? We’re still on the f d yes, you look for presidential campaign finance reports and you’ll be able to find exactly, you know, how much is being given by people in your state to a particular candidate. Okay, that could be interesting. All right, now we have just about a minute and a half left. So is there anything we haven’t covered that? Anything else anyplace else? We got to go besides ftc dot gov and an open secrets, you know, there, there are definitely other places. But these are the two that i seem to, you know, they’re the ones that i go to all the time because i know that, especially with the ftc that’s the source of the data that everybody else’s, you know, accumulating anyway. So, you know, i like to keep it simple and just go straight to the source right to the source, okay? Any other restrictions that you’re aware of besides that? One that you cautioned us about on the seated salted, salted sounds like maybe that somebody who’s like a margarita fan or something, so they’re salting they’re they’re salting their rim and they’re writing their narrative for the site of the same time. I don’t know, but salting is not difficult correct arm seeding is the correct term. Anything else that we need to know about restrictions? Well, they do have an exception that they do list here, so that this is kind of interesting, so for some non-profits that i don’t know, maybe could get around this. Um, it says it says specifically here it says that the sale and use restriction does not, however, applied to the use of individual contributor information in newspapers, magazines, books or similar communications, as long as the principal purpose of the communication is not to solicit contributions or to conduct a commercial activity. So if there are non-profits listening, who, you know, do some type of research reporting, you know, if if the primary focus of what your non-profit does is to report news of some sort, then then you can go ahead and pull together thiss individual contributor information again, so long as you’re not using it for the sole purpose of soliciting a contribution, all right, we have to leave it there. Maria simple. The prospect. Find her, you’ll find her at the prospect finder, dot com and at marie, a simple thank you, maria, you’re welcome, great to have you back next week. Bring joy to your donors with marcy hime. If you missed any part of today’s show, i beseech you, find it on tony martignetti dot com. We’re sponsored by pursuing online tools for small and midsize non-profits data driven and technology enabled. Pursuant dot com. Our creative producer was claire meyerhoff. Sam liebowitz is the line producer. Gavin dollars are am and fm outreach director shows social media is by susan chavez. On our music is by scott stein. Be with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent. Go out and be great. Buy-in what’s not to love about non-profit radio tony gets the best guests check this out some death golden this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark insights orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a, m or p m so that’s, when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing. So you got to make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to do if they have xbox, they have tv, they have their cell phones me dar is the founder of idealist took two or three years for foundation staff to sort of dane toe add an email address card, it was like it was phone. This email thing is right and that’s, why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were on dh and no two exchanges of brownies and visits and physical gift. Mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i i’m a big believer that’s not what you make in life. It zoho, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just put money on a situation expected to hell. You put money in a situation and invested and expected to grow and savvy advice for success from eric sacristan. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.