1. wood for trees 1wood for treeswww.woodfortrees.net 1 Testing Jon Kelly, Director of Analysis @ Wood for Trees March 2015 Outstanding M arketing S ervices P rovider 2011 (Database M arketing awards); Supplier of the Year 2012 (IoF SIG Awards); Innovation in Analytics for Marketing 2013 (Database Marketing Awards)

2. wood for trees 2wood for treeswww.woodfortrees.net 2 Some thoughts on testing Determine the reason for the test – what are you expecting to find out Beware of averages Beware of balancing effects Test as wide as possible Explore behaviour changes within sub populations of the test audience Action the test Re-test Understand the longer term effects

3. wood for trees 3wood for treeswww.woodfortrees.net 3 Prompt Testing – Top Level Results Top level views and analysis previously done shows that the testing had little effect. However looking at certain segments in more detail tells a different story..

4. wood for trees 4wood for treeswww.woodfortrees.net 4 Response Pattern Overall response pattern in line with other campaigns However, different response picture where testing took place

5. wood for trees 5wood for treeswww.woodfortrees.net 5 May 2012 By Last Amount This behaviour is the same across all giving levels, so £5 donors give £10 – GOOD £25 donors give £10 – BAD As long as responder volumes remain consistent…… Previous Gift = £5 Previous Gift = £25

6. wood for trees 6wood for treeswww.woodfortrees.net 6 May 2012 by Last Amount Low value responders were prompted to give more but less responded High value responders were prompted to respond more but to give less

7. wood for trees 7wood for treeswww.woodfortrees.net 7 TEST - £5 and under Test 1: £5, £8, £10, £15, Other Test 2: £8, £10, £15, £20, Other Test 3: £10, £15, £20, £25, Other

8. wood for trees 8wood for treeswww.woodfortrees.net 8 Cold Mailing - £5 and under

9. wood for trees 9wood for treeswww.woodfortrees.net 9 Max Warm Donation in last 5 years <=£10 Responded to a previous campaign Max Response Amount Ever > £12 Max Response Amount Ever £6 - £12 Max Response Amount Ever < £6 Not responded to a previous campaign Mailed once or less (Warm) in last year First payment in last 15 months First Payment before last 15 months Mailed more than once in last 12 months First relationship within last 2 years Given via self sponsorship Not given via self sponsorship First relationship more than 2 years ago GROUP A: £12 ASK – Max Warm Donation in last 5 years <=£10 Max Warm Donation in last 5 years <=£10 Responded to a previous campaign Max Response Amount Ever > £12 Max Response Amount Ever £6 - £12 Max Response Amount Ever < £6 Not responded to a previous campaign Mailed once or less (Warm) in last year First payment in last 15 months First Payment before last 15 months Mailed more than once in last 12 months First relationship within last 2 years Given via self sponsorship Not given via self sponsorship First relationship more than 2 years ago

10. wood for trees 10wood for treeswww.woodfortrees.net 10 Max Warm Donation in last 5 years <=£10 Responded to a previous campaign Max Response Amount Ever > £12 Max Response Amount Ever £6 - £12 Max Response Amount Ever < £6 Not responded to a previous campaign Group A1

11. wood for trees 11wood for treeswww.woodfortrees.net 11 Ask:£5£12£15 No. mailed:1,4314,3101,418 Response rate:8.4%7.3%7.8% Average gift:£12.20£15.16£20.05 ROI:2.562.763.89 Group A1 Group A1: Max donation in last 5 years less than £10 – but previously responded at more than £12 Ask:£5£12£15 No. mailed:1,4314,3101,418 Response rate:8.4%7.3%7.8% Average gift:£12.20£15.16£20.05 ROI:2.562.763.89

12. wood for trees 12wood for treeswww.woodfortrees.net 12 Max Warm Donation in last 5 years <=£10 Responded to a previous campaign Max Response Amount Ever > £12 Max Response Amount Ever £6 - £12 Max Response Amount Ever < £6 Not responded to a previous campaign Group A3

13. wood for trees 13wood for treeswww.woodfortrees.net 13 Ask:£5£12£15 No. mailed:6,01617,8145,966 Response rate:16.3%13.1%12.2% Average gift:£4.43£4.57£4.48 ROI:1.801.491.36 Group A3 Group A3: Max donation ever is less than £6 Ask:£5£12£15 No. mailed:6,01617,8145,966 Response rate:16.3%13.1%12.2% Average gift:£4.43£4.57£4.48 ROI:1.801.491.36

14. wood for trees 14wood for treeswww.woodfortrees.net 14 Most effective ask levels - summary