1. Response Devices- Offline and Online Robin Riggs, Robbinskersten Direct September 14, 2015

2. Why is this so important? We know donors get this far and respond or not. - Biggest test results since softening - Every inch is critical real estate! So let’s break them down…

3. Anatomy of a Reply: A Testing Playground

4. So Many Zones/Inches of Opportunity Zone 1: Headlines/Branding Zone 2: Gift Ask Zone 3: Gift Array Zone 4: Name and address Zone 5: Simple Details

5. Zone 1: Headlines/Branding Campaigns Mission-based Statements Donor affirmations Design/ Images Seasonal Special Offers Urgent!

6. Headline: Campaign/Drive

7. Headline: Campaign/Seasonal

8. Headline: Campaign/Mission

9. Headline: Annual Fund/Local

10. Headline: Mission/ “you”

11. Headline: Mission personal

12. Headline: Mission declarative

13. Headline: Mission/ Affirmation

14. Headline: Image

15. Headline: Design

16. Headline: Seasonal

17. Headline: Special Offer

18. Headline: Supporter since…

19. Headline: Urgent

20. Zone 2: Gift Ask Donor Affirmations- Yes!... Direct Ask: Please help… Mrs. Sample… Handwritten Audience Segment Specific Long vs. Short

21. Gift Ask: Yes with Check Box

23. Gift Ask: Mrs. Sample…

24. Gift Ask: Confirmation

25. Gift Ask: Handwritten

26. Gift Ask: Mini letter

27. Gift Ask: Memo Style

28. Zone 3: Gift Array Static Variations Variable Variations Circled Amounts Linkages Match Formats Levels Statement Format

29. Gift Array: Static/linkages Ask

30. Gift Array: Variable/ high links

31. Gift Array: European Ask

32. Gift Array: Circled Ask

34. Gift Array: Circled Upgrade

35. Gift Array: Linkages

36. Gift Array, Match

37. Gift Array: Midlevel Invite

38. Zone 4: Name and Address Bolding Loyalty

39. Name and Address: Loyalty

40. Zone 5: Other Details Affinity Deadline All Laser Handwritten Backgrounds Supporter Cards Monthly Push to Online/ Email Requests

41. Other: Affinity

43. Other: All Laser/ Urgent and Flexible

44. Other: Full Page

45. Other: Supporter card

46. Other: Monthly/ multi part

47. Other: Email and push to online

48. Online Donation Pages Best Practices for Response Enhancement And another place where donors have had to navigate towards and then make big decisions to leave or stay!

49. Klyde Warren Park

50. The National Shrine of Saint Jude

51. National Ovarian Cancer Coalition

52. Salesian Missions

53. MD Anderson Cancer Center

54. Online Donation Pages Best Practices and Top Test Priorities: Buttons: Radio style versus tablet Single column format versus double Single Visual adds warmth without distraction No Navigation bar Placement of Gift Array as first choice Colors of buttons and amounts/ # of choices Preselected ‘upgrade” button in the array Prepopulated amounts in the “Other” bar Lead in copy (gift ask) or none

55. Final Thoughts Test, test, test Focus on gift arrays to start Target audiences for tests Measure response within audiences too Simple, uncluttered works best Work the zones Persevere offline and online- donors respond

56. Thank You! Questions? rriggs@robbinskersten.com