John Brian McCarthy McCarthy Interactive Marketing Mobile Commons Webinar November 13, 2013 Adding Mobile to your Holiday Fundraising

Goals Timing Testing Quick tips Questions Overview

Goals

conversion Direct mail Move premium Mobile-friendly web form Text-to-donate Goals

Reliable donors: Donation amount Recruit friends Goals

Sporadic donors: Lock in early Find trigger point Goals

Non-donors Get first gift Recruit friends Goals

New subscribers Sell organization value Why join? Start holiday tradition Goals

Acceptable unsubscribe rate Cost of acquisition Plans for replacement Watch who’s leaving Goals

Timing

Pre-Thanksgiving Cultivation Clear the runway Timing

Thanksgiving Connect to mission Thank for support Timing

Post-Thanksgiving Black Friday Giving Tuesday In-between Timing

Early December 1 ask/week Premium shipped by XMas Timing

Christmas TY message or nothing Timing

Late December Near deadline (C)(3) and taxes Timing

New Year’s Eve Last chance! Thank donors Timing

New Year’s Day Thank you! Give them a break Timing

Reliable donorsSporadic donorsNon-donorsNew subs Pre-Thanksgiving Thanksgiving Post-Thanksgiving December week 1 December week 2 December week 3 December week 5 New Year’s Eve New Year’s DayThank you! Timing

Testing

Expand the matrix But… Watch statistical significance Testing

Find your break points

Testing Test BIG things

Testing Accept the probability of failure

Testing Remember what you want

Testing QA each test path

Testing Ten tests: Is a one-step or two step mobile donation form better?

Testing Ten tests: How close to an broadcast should I send a kicker?

Testing Ten tests: What does address cost in conversion rate?

Testing Ten tests: Black Friday weekend timing

Testing Ten tests: Is a second New Year’s Eve broadcast at 10:30 pm worth it?

Testing Ten tests: How powerful are matching gifts?

Testing Ten tests: What’s the value of a premium?

Testing Ten tests: Are users who receive an advocacy broadcast in December more likely to donate?

Testing Ten tests: Do text-to-givers become real donors over the next year?

Testing Ten tests: Is there real ROI on matching asks to advocacy preferences?

Testing Ten tests: BONUS: Does sending a TY text the day after a gift increase future giving?

Testing Change your plan as results come in

Quick Tips

QA everything, from broadcast to donation TY Triage Moderate expectations Quick tips

Stay user- focused Quick tips

Questions?