What’s not to love about email! It reaches your intended recipient within seconds; you are able to personalize it and include images; you can make it as long or as short as you want and direct people to the next step you want them to take; and it costs almost nothing to send.
One of the most important things any organization — nonprofits and for-profits alike — can do is listen to their target market and respond to their wants and needs.
The Exodus Road is a growing nonprofit focused on ending the human trafficking and sex slavery trade. To date, they’ve supported over 750 rescue operations in Southeast Asia resulting in over 200 arrests.
Just about every nonprofit on the planet can tell you how many active donors they have on file or at least how many people they are mailing currently. They probably don’t need to run a report to tell you the revenue for the fiscal year either.
Whether your nonprofit is trying to fix a “problem” with donor engagement or you’re just committed to innovation and never satisfied with the status quo, A/B and multivariate testing is probably at the top of your list to improve communication performance. If you aren’t doing a/b testing yet, check out our previous post Getting Started with A/B Testing and this post from KissMetrics.
Founded in 1881, Louisville Rescue Mission is one of the oldest and largest rescue missions in the United States. They are devoted to breaking the cycle of addiction and poverty through the Gospel of Jesus Christ.
I get it. You are a people person. It’s why you are so good at cultivating and maintaining relationships with your donors.
Then, one day, you took a promotion with a new organization to head up their fundraising team. And in your first meeting with your new Executive Director, you’re asked to take a look at the recent fundraising data to “do some analysis.”
We’ve written a fair amount on testing marketing communications and the impact it can have on a nonprofit’s fundraising efforts. It’s a critical discipline every large, growing organization incorporates into every piece of communication that makes it into a supporter’s hands.
But why is testing so important? Think of it this way: if you aren’t testing and measure the results, how do you know if your communication was as effective as possible? How do you know sending something different wouldn’t have raised even more support?
Preparation is a chief component of success in all aspects of life, and fundraising is no exception. Soliciting a donation without any background information on your contributor is tough. Really tough.
One thing I’ve realized being in the software world for the past several years is that the hardest part about adopting a new piece of technology is not utilizing the new bells and whistles you get, it’s the cultural and process change that comes along with this change.