Effective donation pages

Fundraising with Engaging Networks

Donation pages

• From PETA and its international affiliates

• Pre populating form content• Page layout• Asking strings

Pre-populating forms

• Extra steps in the donation process lowers response

• Links are unique to the recipient and information is pulled from Netdonor to populate the donation form

• Pre-populated forms remove the steps a donor needs to take to complete a transaction

Vivisection emailing without pre-populated forms

# Sent # Recv'd # Opened Open Rate% Click Thrus CTR % # Dons % resp13,936 12,009 2,582 21.50% 308 11.93 77 0.55%

Vivisection emailing with pre-populated forms

# Sent # Recv'd # Opened Open Rate% Click Thrus CTR % # Dons % resp13,812 11,895 2,356 19.81% 321 13.62 127 0.92%

Themed vs general pages

• Maintains branding consistency across all elements (email to donation page to thank you page to thank you email)

• Can increase response rate as it allows you to use related images and text

Description Test seg # Sent # Recv'd # Opened Open Rate% Click Thrus CTR % # Dons % respActive Donors General Donation Page 138 138 40 28.99% 12 8.70% 4 2.90%Active Donors Themed Donation Page 138 137 43 31.39% 18 13.14% 6 4.35%Active Donors Take Action - General Donation Page 138 138 59 42.75% 50 36.23% 1 0.72%Active Donors Take Action - Themed Donation Page 138 138 45 32.61% 35 25.36% 0.00%

Lapsed Donors General Donation Page 128 126 23 18.25% 5 3.97% 2 1.56%Lapsed Donors Themed Donation Page 128 127 22 17.32% 5 3.94% 0.00%Lapsed Donors Take Action - General Donation Page 128 127 31 24.41% 21 16.54% 2 1.56%Lapsed Donors Take Action - Themed Donation Page 128 127 37 29.13% 24 18.90% 2 1.56%

Prospect Active General Donation Page 589 589 193 32.77% 34 5.77% 4 0.68%Prospect Active Themed Donation Page 589 588 206 35.03% 60 10.20% 9 1.53%Prospect Active Take Action - General Donation Page 589 589 330 56.03% 262 44.48% 2 0.34%Prospect Active Take Action - Themed Donation Page 589 586 302 51.54% 254 43.34% 4 0.68%

Prospect Moderate General Donation Page 133 133 48 36.09% 15 11.28% 1 0.75%Prospect Moderate Themed Donation Page 133 133 63 47.37% 23 17.29% 2 1.50%Prospect Moderate Take Action - General Donation Page 133 131 71 54.20% 63 48.09% 1 0.75%Prospect Moderate Take Action - Themed Donation Page 133 133 71 53.38% 58 43.61% 0.00%

Prospect Inactive General Donation Page 1,151 1,149 256 22.28% 51 4.44% 5 0.43%Prospect Inactive Themed Donation Page 1,151 1,142 279 24.43% 80 7.01% 6 0.52%Prospect Inactive Take Action - General Donation Page 1,551 1,148 481 41.90% 391 34.06% 2 0.13%Prospect Inactive Take Action - Themed Donation Page 1,551 1,145 376 32.84% 66 5.76% 3 0.19%Prospect Lapsed General Donation Page 3,172 3,139 335 10.67% 45 1.43% 2 0.06%Prospect Lapsed Themed Donation Page 3,172 3,144 303 9.64% 41 1.30% 2 0.06%Prospect Lapsed Take Action - General Donation Page 3,172 3,136 455 14.51% 257 8.20% 5 0.16%Prospect Lapsed Take Action - Themed Donation Page 3,172 3,141 416 13.24% 252 8.02% 8 0.25%

9,376 8,544 2,983 34.91% 1,532 17.93% 57 0.61%

Fur emailing without general page vs themed page

Conditional Content

• Creating profiles to better target your populations

• Sending the right message, to the right people at the right time

Profiles