how the heritage foundation increased online donations 274 ... › training › misc › optsummit...
TRANSCRIPT
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Nathaniel Ward Tim Kachuriak
Manager of Online Programs, SVP, Innovation & Optimization
The Heritage Foundation Pursuant
How The Heritage Foundation Increased Online Donations 274% Using the MECLABS Methodology
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Every Organization Asks You For Money.
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The Difference Between For-Profit and Non-Profit
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A Journey Through Time.
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Slide: 6
The “Real” Flux Capacitor
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Flux Capacitor of Revenue Maximization
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Not Just for Marathon Runners
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Impact of Revenue Optimization
Baseline
26.2% in one Area
26.2% in two areas
26.2% in three areas
Web Traffic 100,000 100,000 126,200 126,200
Conversion Rate 2.00% 2.52% 2.52% 2.52%
Avg. Order Value $70.00 $70.00 $70.00 $88.34
Revenue $140,000.00 $176,400.00 $222,617.00 $280,942.00
Change in Revenue 0% 26.2% 59.0% 100%
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How Do You Optimize a Think Tank?
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Optimizing Average Donation
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Nonprofit Best Practice: In Order to Increase Average Gift, You Must Provide a Premium or Incentive.
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Optimizing Average Gift
Control
44% Increase $50 Gifts Treatment 1
64% Increase $50 Gifts Treatment 1
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Slide: 18
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Optimizing Email Clickthrough
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Nonprofit Best Practice: An Effective Email Appeal Makes a Strong Ask for a Donation.
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Version A - Control
369% Increase in Clickthrough Rate 121% Increase in Revenue
Version B - Treatment
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Optimizing Landing Pages
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Nonprofit Best Practice: Putting More Than One Call-to-Action on a Landing Page Will Negatively Affect Conversion.
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Testing Against Best Practices
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Testing Against Best Practices
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Testing Against Best Practices
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Testing Against Best Practices
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Nonprofit Best Practice: To Maximize Email Capture, Your Email Form Must Be Located on the Homepage.
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Optimizing Email Capture
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Optimizing Email Capture
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Optimizing Email Capture
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Optimizing Email Capture
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Optimizing Email Capture
Unique Pageviews
Quiz Completions
Email Signups
43%
19%
Source: Google Analytics, Kimbia & Silverpop
282% Increase in name acquisition conversion
900% Increase over nonprofit benchmark
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Nonprofit Best Practice: In Order for Your Microsite to be Successful, It Must Be Clearly Branded to Your Organization.
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Nonprofit Best Practice: To Maximize Online Revenue, the Call-to-Action Must Be Above the Fold.
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Treatment Control
74% Increase in Donor Conversion Rate 189% Increase in Average Gift
274% Increase in Revenue
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Flux Capacitor of Revenue Maximization
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“The Learning is More Important Than The Lift”
- Dr. Flint McGlaughlin
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Creating a Culture of Optimization.
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“Adequacy is the
Enemy of Excellence”
- Peter F. Drucker
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[Read message above by holding up in front of mirror.]
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Whoops!
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NOTE: There is a Video that should be embedded, if not view this: http://www.youtube.com/watch?v=VfiY2nbV9RI
MAKE SURE YOU VALIDATE YOUR
RESULTS!!
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Thank You!