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

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…

Anatomy of a Reply: A Testing Playground

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

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

Headline: Campaign/Drive

Headline: Campaign/Seasonal

Headline: Campaign/Mission

Headline: Annual Fund/Local

Headline: Mission/ “you”

Headline: Mission personal

Headline: Mission declarative

Headline: Mission/ Affirmation

Headline: Image

Headline: Design

Headline: Seasonal

Headline: Special Offer

Headline: Supporter since…

Headline: Urgent

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

Gift Ask: Yes with Check Box

Gift Ask: Mrs. Sample…

Gift Ask: Confirmation

Gift Ask: Handwritten

Gift Ask: Mini letter

Gift Ask: Memo Style

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

Gift Array: Static/linkages Ask

Gift Array: Variable/ high links

Gift Array: European Ask

Gift Array: Circled Ask

Gift Array: Circled Upgrade

Gift Array: Linkages

Gift Array, Match

Gift Array: Midlevel Invite

Zone 4: Name and Address Bolding Loyalty

Name and Address: Loyalty

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

Other: Affinity

Other: All Laser/ Urgent and Flexible

Other: Full Page

Other: Supporter card

Other: Monthly/ multi part

Other: and push to online

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!

Klyde Warren Park

The National Shrine of Saint Jude

National Ovarian Cancer Coalition

Salesian Missions

MD Anderson Cancer Center

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

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

Thank You! Questions?