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Game-Changing Tests for Fundraising Success: Strategies to Enhance Donor Engagement

Join Lynn Mehaffy and Amy Sukol, vice presidents at Lautman Maska Neill & Company, as they explore innovative approaches to fundraising testing. This session covers essential strategies for designing effective tests, selecting winning variables, and understanding measurable impacts on donor behavior. Learn about groundbreaking case studies that demonstrate how simple changes, such as messaging, packaging, and donor reminders, can significantly improve response rates and average donations. Discover how to make data-driven decisions that transform your fundraising initiatives!

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Game-Changing Tests for Fundraising Success: Strategies to Enhance Donor Engagement

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  1. Game Changing Teststo Try Now Lynn Mehaffy, CFRE, Vice PresidentLautmanMaska Neill & Company Amy Sukol, CFRE, Vice PresidentLautmanMaska Neill & Company

  2. What We are Going to Discuss Today: • How to Design a Test • How to Pick a Winner • Tests that are Making a Difference! • Questions

  3. If You are Going to Test … Do it Right! • Determine what you are trying to achieve. • Only test one thing at a time. • Split your data proportionally and randomly. • Test enough quantity to provide readable, replicable results.

  4. How Do I Pick a Winner? • Set a goal for the test i.e. have a hypothesis. • Look at test results in relation to the desired goal: • Did you increase your response rate? • Did you increase your average gift? • Did you lower your costs? • Did you decrease your cost to acquire a donor? • Was the test result statistically significant? • Do no harm!

  5. What is Game Changing?

  6. Less = More? • Meals on Wheels groups almost always do more than just serve meals. • Will donors give more if they know they do more? • This message test made it clear.

  7. “Agency” Message Throughout the Package

  8. The Results!

  9. Less = More(part 2)Do You AlwaysNeed a Letter?

  10. No Letter

  11. The Results!

  12. And again … No Letter

  13. The Results! • New streamlined package provided: • 20% lift in response rate • 17% savings in cost • Tested into decal (vs. bookmark, and sticker)

  14. More = More? • One group found that adding certain design elements to the OE and reply form lifted response and average gift. • Could adding more make it even better?

  15. Added Artwork

  16. The Results!

  17. More = More(part 2) • One group had always used two sheets of labels but wanted to reduce cost.

  18. Could They Eliminate One Sheet?

  19. Results!

  20. Close a Window = Open a Door • Package and list fatigue were dragging down a longstanding control. • Numerous tests (message, ask amounts, personalized teaser) failed to make a difference. • One simple change finally worked:

  21. Closed Face Envelope

  22. The Results!

  23. Close a Window = Open a Door(part 2) • Premium package plagued by low value giving. • Can we wean prospects away from the premium with a closed face envelope?

  24. Closed Face Envelope/Fewer Labels

  25. The Results!

  26. A Little Reminder = Big Giving • Successful past appeal was being used again. • Many current donors had responded well. • How do we get them to do it again?

  27. Remind Them They Gave in the Past

  28. The Results!

  29. So Many Ways to Ask … • There are almost as many ask strategies as organizations. • It pays to keep trying new ones! • Here are four that made a difference:

  30. “Other” vs “Your Best Gift”

  31. The Results!

  32. Up or Down?

  33. The Results!

  34. Tis’ The Season?

  35. The Results!

  36. Would Donors Give Just $5 More?

  37. The Results!

  38. Other Testing Ideas … • Outer envelopes: to tease or not to tease – keep asking the question! • Font size: sometimes size does matter. • Premiums and freemiums: does it pay to give it away? • Member versus supporter. • Personalization: how much is too much?

  39. One Last Winner! • One organization was only successful with internal prospecting, but it was flagging. • The last acquisition in 2011 yielded a $90 cost per new donor. • Organization investing in data append that helped them “find” 29,000 long-ago alumni addresses. • Did it make a difference?

  40. Prospect Alumni Kit

  41. The Results! • Investing in the new data enabled the organization to acquire 470 new donors at breakeven. • Not truly a test – but worth a try for alumni type internal prospects.

  42. One Cautionary Tale • Using a yellow OE to call attention to an emergency campaign dropped the response rate 12.5% and the average gift by 8%

  43. Lynn Mehaffy, CFRE, Vice President lmehaffy@lautmandc.com Amy Sukol, CFRE, Vice President asukol@lautmandc.com LautmanMaska Neill & Company 1730 Rhode Island Avenue, NW, Suite 301 Washington, DC 20036 202 296-9660 | www.lautmandc.com

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