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At the Nonprofit Innovation & Optimization (NIO) Summit, we have the pleasure of hosting a variety of speakers from across the board of expertise. One of those speakers is Amy Harrison. Amy is a copywriter, content trainer and owner of Write With Influence: an online resource that helps business owners write better marketing content faster and easier. She is also the host (and many of the characters) of AmyTV: an online comedy sketch shows all about writing compelling business copy.

Amy is always a smash hit with our audiences and us, so it’s no secret we love having her at NIO. In this short clip from last year, she talks about how “people aren’t good at listening to good reason.” View the sneak peek below or you can view all last year’s sessions here.

About the author:

Allan Torres

Allan Torres

Allan is the Associate Marketing Specialist for NextAfter. He assists with marketing content creation and distribution. He is also a passionate Madridista (Real Madrid fan.) #HALAMADRID


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We’re celebrating a huge milestone this week…we’ve officially logged 1000 experiments in our online fundraising research library. But the number itself is not what we’re most excited about.

Don’t get me wrong, it’s incredible to be able to say to someone that we’ve documented 1000 experiments that are decoding what works to inspire more donations and increase generosity.

Ultimately though, it’s the learnings those 1000 experiments represent that get us jumping up and down.

Before I go any further, let’s just all take a moment to celebrate, because you’re an essential part of this too (more on that in a minute).

1000 Experiments Confetti

All right. Now that we’ve gotten that out of our system, let’s look at the experiment that put us over the edge.

The 1000th Experiment

The 1000th online fundraising experiment was conducted with Boys Town – an organization working to change how the world cares for children, families, and communities by helping those suffering from abuse, addiction, abandonment and violence to reach their potential.

In this experiment, Boys Town was running a Facebook advertising campaign to try and acquire new email addresses and grow their file. They were offering a free 5-week email series to help parents learn how to handle toddler tantrums.

The original ad used copy that we would consider organizational-centric. By that, I mean that the copy was focused around organizational goals, rather than the goals of the end user.

Here’s the ad:

Boys Town Control Ad

We created a new Facebook ad to test. This time, the copy was more donor-centric. Rather than say things like “We’ve pulled together…”, the copy used words like “you” and “your.” The value presented was focused on what the recipient would get out of it – not the organization.

Here’s the treatment:

Boys Town Treatment Ad

The goal of this experiment was to drive more traffic to the landing page where someone could sign up for the email series. To validate this experiment, we looked at clicks.

After running the experiment for 2 weeks, we compared the difference. The treatment ad (the one with donor-centric copy) saw a 27.7% increase in clicks to the landing page. The treatment was a clear winner, but what did we learn?

Empathy, Marketing, and Online Fundraising Go Hand-in-Hand

Whenever we run an experiment like this, we’re always looking for the larger principle. Every single experiment that we add to our library helps define and refine a bigger picture of what makes donors give.

This experiment points towards the idea of empathetic marketing. Let’s define empathy really quick:

The ability to understand and share the feelings of another. – Dictionary.com

When we try to understand and share the feelings of our donors and potential donors, we start to see our copy, our messaging, our advertising, and every other marketing and fundraising channel differently.

In this case, by putting ourselves in the shoes of the people seeing the ad for the free email series, we realized that there wasn’t much value being communicated about why this offer was important and relevant to the end user.

By tweaking our messaging to be more empathetic, we saw a significant improvement in our results.

Empathetic Marketing - Brian Carroll

Brian Carroll of Markempa was the first person to introduce me to the term empathetic marketing, and he gave a talk on it at the 2017 Nonprofit Innovation & Optimization Summit.

If you want to dig deeper, you can watch his whole talk for free.

This idea of empathetic marketing applies well beyond advertising. Over the course of 1000 experiments, we’ve seen this concept play out on donation pages, email fundraising, and more.

Lessons We’ve Learned from 1000 Experiments

Empathy is at the heart of nearly every major learning and breakthrough that we’ve found throughout 1000 online fundraising experiments.

Everything from crafting a more effective value proposition, to designing a higher converting donation page, to lifting revenue from your email appeals all points back to this central idea of having empathy for your donors.

I think you’ll see this trend if we look at some of the most significant learnings from these 1000 experiments:

Never Assume that Someone Understands Why They Should Give to You

The most significant factor in influencing some to click, sign-up, register, or donate is always the value proposition. If your donor doesn’t know why their gift matters, they’re not going to donate.

We’ve seen this play out in countless experiments, but let’s look at one that illustrates this very clearly…

In experiment #6623 with Illinois Policy Institute, their original donation page had virtually no copy on it. There was nothing to answer the donor’s fundamental question: Why should I give to you, rather than some other organization, or maybe not at all?

When our donation pages have no copy, we’re essentially assuming that the potential donor is already fully convinced that they should donate. But if your donation page conversion rate is anything less than 100%, this assumption can’t be true.

We tested this original donation page against a new one that clearly explained why a donor should give. The new page saw a 150% increase in donations.

Here’s a quick video breaking down the experiment:

Do you see how empathy comes into play on a donation page? We have to craft our page keeping in mind how the donor is perceiving it.

People Give to People, Not Email Machines

This is the golden rule we live by when it comes to email fundraising.

Just think about your own email habits. When you wake up in the morning and check your email on your phone, which emails do you actually want to open? The vast majority of the time, you’re going to open emails from real human beings that you know and trust.

Now, you might be saying, “Nathan, I live a healthy lifestyle and don’t immediately stare at my phone when I wake up.”

For that, I applaud you.

But the same concept applies when you get to work. Are you more inclined to open the email from your colleague, or the email that looks like it’s from a salesperson wanting you to buy a new tool or service?

People Give to PeopleThere are a ton of factors that go into the psychology of deciding which emails to open and which ones to delete. While we don’t have the time or space in this post to go into detail, Jeff Giddens held a webinar on humanizing your email appeals that’s really helpful in understanding how to break-through in the inbox, get your emails opened and read by motivated donors, and grow your revenue.

You can watch the whole webinar here.

If you don’t have time to watch the webinar, here are some tips to keep in mind next time you write a fundraising email. I’ve linked a blog post about each tip if you want to read more.

  • Build trust with your donors by using a personal sender name. Read more
  • Use personalization to help build a real relationship. Read more
  • Write enough copy to thoroughly explain your value proposition. Read more
  • Only use images if they’re going to strengthen the value of your appeal. Read more
  • Delete all of your fancy email templates. You wouldn’t send it to your friend, so don’t send it to your donor. Read more
  • Talk like a real human being, not a marketing robot. Read more

Are you seeing the trend? Email fundraising is about relationships. And healthy relationships require empathy.

No One Goes Online to Give. They Go Online to Get.

Some people really don’t like hearing this claim. Here’s what a fundraiser had to say when I made this claim in a Facebook ad:

Facebook comment

Obviously, people donate online. If they didn’t, I wouldn’t have a job. So please hear me out before you rake me over the coals like this fundraiser….

The general reason people go online, particularly on Facebook, is to get something for themselves. This includes updates on family and friends, articles, blogs, news (fake and real), games, tools, resources, etc.

People don’t get on Facebook with the purpose of giving away their money.

As a result, using a channel like Facebook to try and convince someone to donate to your organization directly is most often going to be fruitless.

We have to put ourselves in the shoes of the user; we have to have empathy. Since a Facebook user is looking to get something, we can offer them something of value for free in exchange for an email address.

By doing so, we can get the user out of the Facebook timeline and create an opportunity to make a donation ask that won’t fall on deaf ears.

We’ve spent $3 million on Facebook advertising over the past 4 years, and conducted 300+ Facebook fundraising experiments to craft this donor acquisition strategy. And every single step is outlined in a free 11-session course called Turning Facebook Likes Into Donors.

This course so far has helped over 1800 fundraisers learn how to effectively acquire new revenue using Facebook and other similar channels. And none of this would be possible without the power of optimization, testing, and experimentation.

1000 Experiments is Great. But It’s Only a Starting Place.

NIO Summit Shirt“Adequacy is the enemy of excellence.” – Peter Drucker

We live by this quote at NextAfter. So much so that we put it on a t-shirt we gave away at the 2017 Nonprofit Innovation & Optimization Summit (You should come to this, by the way).

1000 experiments is a great number, but we can’t stop here. There’s so much more to be learned. And in order to keep pressing forward and discovering what makes donors give, we need other fundraisers to embrace optimization.

The real power of 1000 experiments is not in the number itself. And it’s not just in the learnings. The power is in the people that it represents, day in and day out, who are testing and optimizing to discover what works.

And when nonprofits work hard to discover what works, the revenue growth that follows has the power to provide food to children around the world who are starving. It has the power to provide training and support to families that are trapped in a cycle of poverty. It has the power to provide health services and medication to people in desperate health crises.

Optimization has the power to change the world. And 1000 experiments is only the very beginning.

About the author:

Avatar

Nathan Hill

Nathan is the Marketing Director for NextAfter. He spends every day working to help nonprofit organizations discover how testing and optimization can transform their marketing and fundraising, leading to greater impact and organizational growth. He is also a giant Star Wars nerd.


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5 Times that Exit-Intent Offers Dramatically Increased Email Acquisition

Published by Nathan Hill

Lots of marketers and fundraisers are deathly afraid of pop-ups like exit-intent offers. I myself used to be afraid of them. And if I’m really being honest, even though internet pop-up ads have come a long, long way in terms of quality and effectiveness, most that I see are either irrelevant or try to guilt me to sign up for their email list.

Take this pop-up ad on FTD.com for example…

Exit-Intent Ad Example

They give you two options: you can give them your email to get $10 off, or you can say “I prefer to pay full price.” They essentially make you say “Hey, I’m a complete idiot” if you want to close out of the ad. And this is one of the nice ones.

Luckily this one has an “X” to close it, but many guilt-trip ads like this will force you to click their button of shame.

It’s bad marketing like this that has created a fear (and a hatred in many cases) around using slide-outs, pop-ups, and exit-intent offers.

But today I’m hoping to help set you free from this fear – as long as you use them to provide helpful and relevant content, they can be one of the most powerful tools on your site to acquire new email addresses.

5 Exit-Intents that Acquired Tons of Emails and Didn’t Make People Mad

To Use Exit Intent Offers, or Not…That is the Experiment

In this experiment, ADF wanted to see if they could use a tool like an exit-intent offer on their News and Press Release pages to capture emails of people that had completed reading an article or browsing the headlines. On the original pages, you had to scroll to the footer to find an opportunity to sign up for an email list if you were so inclined.

They tested adding an exit-intent pop-up that asked the visitor if they wanted to “Stay informed of changes to your religious freedom.” Since this site provided news related to that topic, it was a relevant offer placed at time when the reader could very well be interested in knowing when there is more, relevant news.

Control

Treatment #1

297.69% Increase to Emails Acquired

By using a relevant offer, they saw a 297% increase in emails acquired.

Should it Slide-Out? Or Should it Pop-Up?

This same organization had a slide-out offer running on their blog post pages. When the reader scrolled a certain amount down the page, this ad would slide-out and interrupt the reader with an offer.

While this tactic saw some success, it interrupted the eye-path and flow of the reader. They wondered if an exit-intent ad, placed when someone was finished reading and ready to leave, would get a higher conversion rate.

The exit-intent didn’t interrupt the flow of the content, but rather only displayed when someone showed signs of exiting. By implementing the exit-intent, they saw a 228% increase in emails acquired. You can see all the details here.

Ok, But What About Mobile Devices?

That’s a great question. It’s nearly impossible to tell when someone is about to exit on a mobile device. So Illinois Policy Institute developed a different type of pop-up offer specifically for people reading on their phones.

The original offer was a small lower-third overlay that offered a free eBook. But this type of overlay didn’t really force the user to make a decision – you could keep scrolling while it clung to the bottom of the screen.

So they tested a new style of offer that looked much more like an exit-intent (although, technically, it was still a slide-out). The new offer placed more of an overlay on the screen so that the reader had to decide whether or not to accept the offer.

Control

Treatment #1

49.94% Increase to Emails Acquired

By making the offer more prominent, they saw a 91.6% increase in emails acquired. There are still ways to make these kinds of offers work on a phone. You just need to get creative in how they’re displayed.

I already have an offer on my page. Do I really need an exit-intent?

Harvest Ministries had an email capture offer placed in a fairly prominent position on their homepage. The original hope was that readers would naturally find the offer to sign up for a devotional, fill out the form, and be on their way.

But they wondered if an exit-intent offer could actually lift their conversion rates by placing an opportunity to get more content from Harvest right as they were about to exit.

Control

Treatment #1

93.96% Increase to Emails Acquired

When they ran the experiment, Harvest saw a 94% increase in emails acquired by using the exit-intent offer over just the in-line offer.

Acquisition pages are different though, right?

In this last experiment, the Texas State Historical Association used an exit-intent offer in a slightly different way. The experiments above all show exit-intents showing a generic offer across home pages and article pages. But THSA thought they could increase conversion rates on a high-traffic email acquisition page by using an exit-intent to show a secondary offer.

The original acquisition page was offering a free eBook. Someone who visited the page either got the eBook, or they bounced. But the treatment used an exit-intent offer, hypothesizing that someone who would abandon the eBook page might still be interested in getting a Texas history update each week.

Control

Treatment #1

36.89% Increase to Emails Acquired

After running the experiment, they saw a 37% increase in emails acquired. Interestingly enough, the exit-intent drove a significant increase in conversion from the original offer – meaning that the exit-intent captured their attention and actually drove them back to reconsider getting the eBook.

How have you used exit-intents and other acquisition tools?

There are a lot more ways you can use exit-intent offers. In fact, we use one on all of our webinar registration pages to offer a free recording if you can’t attend. These kinds of offers give the visitor something relevant and helpful, without being a nuisance and causing additional frustration.

Have you used exit-intent offers on your site? If so, have you tested it against other types? I’d love to hear more, and even help you log it in our research library so you can share your learnings with others.

About the author:

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Nathan Hill

Nathan is the Marketing Director for NextAfter. He spends every day working to help nonprofit organizations discover how testing and optimization can transform their marketing and fundraising, leading to greater impact and organizational growth. He is also a giant Star Wars nerd.


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4 Essential Nonprofit Marketing Tools Most Fundraisers Don’t Know About

Published by Nathan Hill

Nonprofit marketing often lags several years behind the for-profit industry. But shouldn’t the world’s greatest causes be marketed and communicated with the greatest amount of innovation and sophistication?

We do ourselves and the world a dis-service if we become content with our marketing being 7 years behind the curve. That being said, innovative and effective nonprofit marketing doesn’t have to be super complicated.

Before I tell you about 4 essential nonprofit marketing tools, let me make this caveat. Tools and technology are never going to help you grow unless you have the right message. Your marketing strategy and your message should drive the need for new tools, not the other way around.

Now, let’s look at 4 essential nonprofit marketing tools that you can use to deliver your message to the right people at the right time.

An Effective Landing Page That You Can Optimize

If you’re trying to acquire new leads, the most essential tool you need to have is an effective landing page. And when I say “effective,” I mean a landing page that you can easily test and optimize.

I’ve learned from experience how difficult it can be to get a new landing page up and running, especially if it has a form on it. Most marketers have to talk to a developer on their team, or worse, head over to the IT department and put in a request.  And an IT request might be 3 months until it’s completed.

If you work at a smaller organization, you might not have a developer to lean on at all.

We need a way to build beautiful and effective landing pages without using a developer or a design. Unbounce makes that possible.

Unbounce allows marketers without any prior development experience or coding knowledge to design, build, and publish landing pages. It integrates with most email platforms and CRMs (including MailChimp, Hubspot, Salesforce, etc.) so that all your new leads can go straight into your welcome series.

Nonprofit Marketing Tools - Unbounce

 

Best of all, Unbounce lets you create variations of your page so that you can easily test your copy or design and discover what works to acquire more leads.

An Exit-Intent Offer to Improve Your Conversion Rates

In a perfect world, we could create a landing page with a 100% conversion rate. But realistically, not everyone who comes to your new landing page is going to register for your webinar, sign up for your course, or subscribe to your email list.

But just because someone doesn’t register for your webinar doesn’t mean they won’t download an eBook. This is where exit-intent offers come in.

When a visitor shows signs of exiting – moving towards the back button or the “X” – we can display a secondary offer that they may be more inclined to take. Here’s an example of an exit-intent offer we tested with one or our nonprofit partners:

Nonprofit Marketing Tools - Exit Intent Offer

So then, how can you set up an exit-intent offer on your landing page or website? If you’ve already decided to use Unbounce for your landing pages, you’re in luck. Unbounce lets you create these offers as well; they just call them “Convertables.”

Another tool you can use for exit-intent offers is called Sumo. They offer tons of different conversion and lead acquisition tools for your site, and they work on just about any website.

A Personalized Direct Mail Offer to Create Multi-Channel Donors

We all know that donors who engage with us in both offline and online channels tend to give more often and at higher levels. So most fundraisers try to get their offline donors to give their next gift online by simply including a URL in their direct mail appeal.

Sometimes that strategy works, but rarely do you see any substantial change in a donor’s behavior.

Recently, we tested going the opposite direction. We wanted to engage our online donors with an offline channel. So we sent them a hyper-personalized post card with a call-to-action that drove them online to watch a video.

Nonprofit Marketing Tools - Enthusem Post Cards

By nurturing these donors through multiple channels, we saw that they were 204% more likely to donate the next time we asked them to give.

So how can you apply this strategy with your donors? We use a tool called Enthusem. There’s a little bit of cost to maintain an account, and you obviously pay for the cost of the cards themselves. But when you see 204% increases in donations, they more than pay for themselves.

An Automated Thank You Call to Your Donors

Nonprofit Marketing Tools - Phone Call

Some of our most recent research on mid-level donors reveals that 92% of organizations don’t call their mid-level donors to say “Thank you” for their gift.

This seems strange to me as other research from Penelope Burke shows that donors who receive a thank you will give 40% more the next time they donate.

Now, I understand that it can take a lot of time and effort to set up a call center, or to take time out of your schedule to make thank you calls yourself. And I’d imagine that’s the reason the majority of organizations don’t do it.

That’s where SlyBroadcast comes in. SlyBroadcast will let you leave a voicemail message for your donor without actually ringing their phone. You simply record your voicemail message, enter all the phone numbers of the donors you’d like to leave a message for, and schedule the time you’d like the voicemail to be left.

Best of all, it can all be automated with Zapier. (If you’re not already using Zapier to tie all your tools and data together, you might check it out.)

Now, nothing this good is ever without cost. But in this case, the price couldn’t be better. At its most expensive, you can leave a voicemail for 10 cents. And if you’re working with a larger list, you can get it for as little as 4 cents per voicemail.

With such minimal cost and the potential for a 40% higher second gift, SlyBroadcast is a perfect tool to say “Thank You” and scale personal relationships with your donors.

Nonprofit Marketing is Not About the Tools, It’s About the Message

No one has ever grown their fundraising or their impact by simply purchasing a new tool. New marketing tools and technology are only going to be as effective as the message that you communicate through them.

Why Should I Give to You? - Nonprofit Value PropositionBefore you go out and pay for a new landing page builder or voicemail calling platform, make sure you’ve taken the time to refine the value proposition of your offer. If you’re trying to get people to sign up for your email list, consider this question: “Why should I sign up for your email list, rather than some other organization’s, or not at all?”

You can learn more about how to refine your value proposition in our nonprofit value proposition study, Why Should I Give to You?


Are there tools you use in your own nonprofit marketing that others should know about? Post your favorites in the comments below and let us know.

 

About the author:

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Nathan Hill

Nathan is the Marketing Director for NextAfter. He spends every day working to help nonprofit organizations discover how testing and optimization can transform their marketing and fundraising, leading to greater impact and organizational growth. He is also a giant Star Wars nerd.


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Every agency, marketer, and fundraiser can list their favorite best practices that they think will help grow your online fundraising. But truth be told, none of the best practices that get recycled over and over are anything new.

And in most cases, these best practices don’t actually make an impact on your performance. Or worse, they’re actually hurting your revenue. If you don’t believe me, take a look at this post on why best practices are hurting your fundraising.

I’d like to suggest 5 online fundraising ideas that we’ve tested and proven can actually work to grow your revenue. Now, these aren’t best practices. And they shouldn’t be applied blindly. Always make sure to test every new idea to make sure it’s moving the needle in the right direction.

Idea #1 – Get rid of your email template.

Many people cringe at this idea thinking, “If I don’t use a template, it’s going to take me hours longer to send my email appeals.”

But getting rid of your template will actually save you time, and could help you bring in a lot more revenue from your email appeals. Here’s why:

Our donors are experts at sniffing out marketing. Any that looks like or sounds like marketing will more often get deleted than read. People give to people, not email machines. So our emails need to look like a real person sent it, not a robot.

Instead of using lots of graphics, images, branding, and colors in a nice HTML email template, try doing the following:

  • Send your email from a believable person (This could be your founder of you’re at a small nonprofit. Or maybe your Director of Development if you’re a larger organization.)
  • Send a plain text email that looks and sounds like it was written by a human being.
  • Instead of using HTML buttons, paste in the full URL of your landing page.

We have applied this tactic with every nonprofit we work with and continue to see incredible results. Here’s just one example:

Experiment #4647

Online Fundraising Idea #1

Idea #2 – Call your donors by their name.

Call your donors by their name.

The simplest way to start building a stronger relationship with your donors and potential donors is to call them by name. This isn’t a ground-breaking idea, but you might be surprised at how many organization don’t do this.

Instead of jumping right into your email appeal, try saying “Hi Jeff.”

This is exactly what we did in experiment 5707 with [organization] and we saw a 270% increase in clicks.

Experiment 5707

Online Fundraising Idea #2

Idea #3 – Craft an effective value proposition for your donation page.

Craft an effective value proposition for your donation page.

Whenever we start working with a new nonprofit organization, one of the first things we look at is their value proposition. We’re trying to answer one simple but crucial question:

“If I am your ideal donor, why should I give to your rather than to some other organization, or not at all?”

Many nonprofit donation pages have little or no copy that adequately answers this fundamental question. And there’s a huge danger in assuming that a donor is already ready to give just because they land on your donation page.

So take a look at your donation page and make sure you use copy that answers “Why should I give to you?”

Consider these 4 factors as you write your copy:

  • Appeal – Why would I want to donate?
  • Exclusivity – How is this different than any other organization?
  • Credibility – Why should I trust you?
  • Clarity – We don’t need to be persuasive; we just need to be clear.

In experiment 6623 with [organization], we applied this idea and added value proposition copy to the donation page. This resulted in a 150% increase in donations.

Experiment 6623

Online Fundraising Idea #3

Idea #4 – Write longer ads.

This is probably the most counter-intuitive idea from this whole list. You’ve probably heard a speaker, a blogger, or maybe even a colleague say that people don’t read ads. Or even that people don’t read online.

But after running several similar tests, we’ve learned that writing longer ad copy can actually strengthen the value of your offer, and build a stronger motivation to convert.

Here’s an example of an experiment that we conducted with Harvest Ministries. We wrote a Facebook ad that was way longer than the “best practice” ad. By doing so, we saw a 316% increase in emails acquired.

But it wasn’t about the length, it was about the value conveyed through the length of the copy.

Experiment 6045

Online Fundraising Idea #4

Idea #5 – Ask for a donation right away.

I recently had a conversation with a friend from an organization I used to work at, and he asked an interesting question: “How long does it take to convert a new name into a new online donor? 13 months? 14 months?”

This question was remarkable to me because I think it highlights a pervasive idea in online fundraising. Most agencies and digital “experts” say that it often takes a year or more to convert a new name into a donor.

In reality, we see substantial conversion rates when we make an instant donation ask.

This means that the moment someone signs up for your newsletter, downloads an eBook, enrolls in an online course, or any other time they submit a form – you should be asking them to donate right away.

Turning Likes Into DonorsAnd I don’t mean send them a donation ask in your email welcome series. You should turn your confirmation page into a donation page that connects the offer someone just downloaded to the value proposition of your organization.

There’s a lot to unpack in that strategy, so if you want to learn more about it, consider checking out Jeff Giddens’s eBook on Turning Likes Into Donors. This book will break down how to use Facebook advertising to target likely donors, capture their email address, and use an instant donation ask to convert new donors.

More Online Fundraising Ideas

These 5 online fundraising ideas are just a handful of the hundreds of ideas we’re testing every day. In fact, we’ve made our entire research library available for free to every marketer and fundraiser out there. To date, our library contains 1,583 experiments where we’ve tested new ideas to prove what works in online fundraising.

You can get even more ideas to test in your online fundraising by exploring our full research library.

About the author:

Avatar

Nathan Hill

Nathan is the Marketing Director for NextAfter. He spends every day working to help nonprofit organizations discover how testing and optimization can transform their marketing and fundraising, leading to greater impact and organizational growth. He is also a giant Star Wars nerd.


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Three Principles of a High-Converting Content Offer

Published by Jeff Giddens


When developing any sort of donor acquisition campaign, the first essential ingredient is an effective content offer. Without a good offer, you’ll have nothing to advertise to your likely donors. And if you aren’t capturing the attention of likely donors, you’ll never convert new ones.

So then, how do we create a winning content offer that will capture the attention of likely donors and influence them to give a gift?

Through our research and testing, we’ve identified three principles to guide you as you consider what kind of content offer to use for your donor acquisition efforts.

1. Your content offer cannot – and will not – appeal to everyone.

Not everyone is a prospective donor for your organization. We must understand this, or we’ll be continually disappointed.

For example, if you run a food bank in a specific city, you might create an eBook offer that explores the scale of poverty and hunger in your city. But this kind of offer won’t appeal to people who live in a different city, state, or country.

The key to success is in defining who your likely donors are, developing an offer that will be relevant to them, and strategically targeting them with your advertising.

Demographic Targeting

Demographic Targeting for Facebook Ads

 

We often hear stories of fundraisers who develop an offer like this, set up a Facebook ad campaign without any targeting, and then wonder why no one is clicking, downloading, or donating. And it’s because there are 1.8 billion active Facebook users – most of which aren’t interested in your offer.

2. Your content offer must deliver more value than it costs.

People aren’t looking for a reason to take your offer. People are looking for a reason to move on and do something else, especially on Facebook. So for an offer to be successful, it has to be higher in value than it is in cost.

You might ask “What cost does my offer have if I’m giving it away for free?” While there may not be a monetary cost for your offer, asking for someone’s name and email address creates cost. They have to give something up in order to receive your offer.

We also create cost when we increase the amount of effort it takes to get the offer. For instance, a petition has very low cost. Someone will read through your petition and sign their name to it by giving you their email address, all within a matter of seconds.

Cost Force vs Value Force

On the other hand, an offer like an online course has a very high cost. It requires the user to dedicate a significant amount of time in order to read, listen to, or watch the course. In both of these cases, the value of the offer needs to outweigh the perceived cost.

If we get this out of balance, and the perceived cost is greater than the value of the offer, you’re going to see very low conversion rates.

How perceived cost affects value

However, sometimes there needs to be a small amount of cost. We have found that the increasing amount of investment that someone spends on your offer has a significant impact on their likelihood to eventually become a donor.

Investment and Conversion Rate of Various Content Offers

Petitions have very little investment and cost. They are great opportunities to get cheap emails because a lot of people will fill them out. But we’ve seen that the donor conversion rate is usually low.

A quiz requires a little more investment of time and effort, but they are also requiring an added level of intellectual engagement. This helps people understand the problem to which your organization offers the solution. Because of this extra investment, we have seen a 2.73% average donor conversion rate with this type of offer.

An e-book might take around 10 minutes to read, but when people are willing to invest in that, they have a much higher likelihood of donating. An online course can take several weeks, but it has almost a 6% donor conversion rate.

From this data we can draw the conclusion:

When people are willing to invest their time, they may be more willing to invest their money.

3. Your content offer must be relevant to your mission.

For example, it doesn’t make sense for a breast cancer awareness foundation or humanitarian organization to give away the Texas Almanac as a free offer. But this offer has meaning when it comes from the Texas State Historical Association.

There are all kinds of offers out there that you could give away, but you have to ensure that they line up with what your cause it about.

One of my favorite places to find an offer is to walk to the receptionist’s desk at a nonprofit organization. Most of the time there are pamphlets and written content like magazines or books that never make their way into the digital world. We can digitize those products and offer them because they have value packed inside.

Hopefully these parameters help you begin to understand what it takes to create an effective offer. Target your offers to your ideal donor. Make sure your offer delivers more value than it costs. And make sure your offer is relevant to your mission.

Turning Likes Into DonorsAnd if you want to learn more about how to use your offer to acquire new donors, take a look at my eBook, Turning Likes Into Donors. It will walk through the steps to setting up a Facebook advertising campaign to target your likely donors and influence them to give a gift.



About the author:

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Jeff Giddens

Jeff was the 1994 Georgia State Spelling Bee champion.


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3 Principles of High Converting Email Acquisition Page Design

Published by Tim Kachuriak

Your email acquisition page design should have just one goal: to facilitate the mental conversation between you and your visitor. If the design is too beautiful, it’s a distraction. If it’s too ugly, it’s a disgrace.

The goal is to strike a balance. The whole page design should focus intently on the offer that’s being communicated.

Using your email acquisition page design to clarify the header

Experiment #2684

In this example, we tested an element of copy – a header – that doubled as an element of design. We’ve noticed that it’s become somewhat of a website design standard to put a big block of imagery at the top of every page.

This page was for Hillsdale College as part of an email acquisition campaign. It uses a traditional page header that contains the headline for the landing page. Traffic was being driven to this page from a Facebook ad with a similar “We the People” design in the background and floating text to create congruency between them.

When we reviewed the page, we wondered if this design took up too much space. Was the key headline that conveyed the value proposition getting lost in the background?

To find out, we first removed the graphical header and created a new headline. This was Treatment 1.

Then, we created a second treatment. We still removed the graphical header, but kept the headline exactly the same as the original page. This was Treatment 2.

Experiment 2684 - Results

Treatment 1 produced a 6.6% increase in conversion rate, and Treatment 2 produced a 9.2% increase.

For whatever reason – mental friction, distraction, etc. – we saw a lift in performance with both treatments by removing the header entirely and moving the headline into the content area. We created a tighter connection with the value proposition. After this, we began testing the headlines themselves and chose the one that conveyed a stronger value proposition.

The difference in these conversion rate percentages may seem minimal, but they’re meaningful because these are easy changes. Not every experiment on your email acquisition page design needs to produce huge results. Small changes like this get you one step closer to better conversion.

Visually reinforcing the value proposition

Experiment #1937

When a site has minimal traffic to begin with, testing small differences may not be the best place to start optimizing your email acquisition page design. When you have low traffic and small changes in conversion, tests normally take too long to validate.

Let’s look at a radical redesign example. This is an events signup page for Heritage Action for America. Traffic is being driven to this page from multiple sources, but primarily from Facebook and email. The goal of the page is to get people to sign up to attend their event.Experiment 1937 - Control

As you can see, the initial page is text-heavy. It focuses on communicating the value of becoming an insider and gaining exclusive access to this special forum being held for the upcoming presidential election.

The treatment version of the page is radically different. We wondered if we could use images to enhance the value proposition for attending the event, so we added a full-color image of each candidate that would be present. Then we nuanced the copy and the primary value proposition to focus on accountability.

Experiment 1937 - Treatment

Even though a visitor may not want to see each of these candidates at the event, it does communicate more clearly the value of actually attending.

This change produced a 28.8% increase in the number of signups for the event.

Doing a radical redesign of your page might be a great place to begin increasing your conversions. Consider starting over with a completely different hypothesis than what the existing page is portraying, and then test the differences against each other. Of course, there is always the possibility that a hypothesis produces negative results.

Regardless of the outcome, you will be able to discover exactly why the hypothesis was right or wrong and adjust the page accordingly. Be sure to document each test result to learn from each one and to confidently make changes to optimize the page.

Increasing congruence between your email acquisition page design and your ads

Experiment #314

This is an email signup page we treated for the Hoover Institution. Traffic is being driven to this page from a Facebook ad in order to sign up to receive their newsletter, Strategika.

We used a long-form page and a two-column layout. As you can see, there’s a branded header, a clear call to action, and plenty of copy to communicate what a person will receive by signing up. Overall, the page was performing well, but we wanted to make it better.Experiment 314 - Control

Here is the Facebook ad that drove people to the signup page. As you can see, they look very different.

Strategika Facebook Ad

We wondered if that difference was causing cognitive friction for the visitor, and decided to test it. We created a treatment that follows the same stylistic approach as the ad to create congruency between them. We matched the background image of the ad, and took the brand – which was unfamiliar to the visitor – out of the headline. Then, we highlighted the credibility factors instead of showing unknown contributors. This treatment uses less copy, and follows the same design theme introduced by the ad.

Experiment 314 - Treatment

The treatment produced a 39.2% increase in the number of email signups.

Not only did it increase conversion on the page, but we also reduced the cost per subscriber by 86%! This is because we were sending paid traffic from Facebook advertising to this signup page. Every boost in performance, in terms of conversion, means that it costs less per subscriber to grow the email file.

The key insight we learned from this experiment is that the site visitor is more likely to respond when the ad and the landing page maintain a consistent visual experience.

Wrap Up…

A well-balanced email acquisition page design is important. Review your page, and make sure that the entire design focuses on the offer that is being communicated. If it doesn’t, consider a radical redesign of your signup page, or adding congruency between several pages. The goal of the design is to facilitate the mental conversation between you and your visitor.

Acquire more emails and donors through effective Facebook advertising

It’s one thing to have an effective email acquisition page design, but that alone doesn’t guarantee new leads. In order to capture new email addresses, you have to acquire the right traffic.

We’ve been perfecting a model that will help you acquire the right traffic by turning Facebook into your best source of new email addresses, donors, and dollars. This eBook, Turning Likes Into Donors, clearly unpacks that model and gives you everything you need to start your first Facebook Ad campaign today.

TurningLikesIntoDonors_coverIn this book, you’ll learn:

  • How to create a killer Facebook ad
  • How to target your organization’s best prospects
  • 7 elements of an effective email acquisition page
  • The 4 pillars of a strong value proposition to convert visitors to donors.

Get your free copy of Turning Likes Into Donors: The Definitive Guide to Facebook Advertising for Nonprofits by completing the form below.



About the author:

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Tim Kachuriak

Tim won "Best Stage Presence" for the 1991 Pittsburgh Boys Choir.


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How do I get donations from my Facebook audience?

This question comes up all the time in my conversations with nonprofit marketers and fundraisers. Even organizations that have millions of Facebook likes still struggle to get measurable value out of Facebook. 

The answer to this question has eluded many nonprofits – often to the point that most have given up hope on Facebook being a viable platform for direct response fundraising.

But the answer to this question is a lot simpler than you may have guessed. And the key to understanding it is recognizing one key fact: people don’t get on Facebook to give, they get on Facebook to get.

And what are people looking to get? Content.

So if Facebook users are only on Facebook to get content for themselves, how do we get their attention? We have to give them what they want.

A New Model for Acquiring Donors on Facebook

Over the past few years, we’ve been optimizing a model for acquiring donors from Facebook that uses 4 components: a content offer, a Facebook Ad, a landing page, and a donation page.

Turning Facebook Likes Into Donors1. The Content Offer
First, we have to develop a content offer that meets the need of the Facebook user who is in the “getting” mindset. We have to offer them something related to our organization (like an eBook) that will be relevant and bring value to them.

2. The Facebook Ad
A content offer is nothing if it’s not being delivered to the right people. By using Facebook’s ad platform, we can target people that are most likely to become our donors and show them our offer right in their Facebook newsfeed.Facebook Ads
3. The Landing Page
When someone clicks on our Facebook ad, they get directed to a landing page where they can fill out a form to download the offer. On this page, we must ensure that we make the perceived value of our offer outweigh the perceived cost.Content Offer Landing Page

4. The Donation Page
Now that user has said “yes” to our organization by filling out the content offer form, we’re in a position to make a donation ask. Rather than showing a typical form confirmation page, we can show them a strong donation ask with a form to make a gift right there. We call this the instant donation.

Aligning Each Component

We’ve tested this model with many organizations, with all sorts of different offers. Over and over again, we see nonprofits acquiring new emails and new donors – and growing their online revenue in the process. The revenue that these instant donations generate often outweighs the actual cost of the Facebook advertising.

So what does this mean for you?

You can acquire new prospects, convert new donors, and grow your online revenue simultaneously.

In order for this model to work, each component has to be working effectively and be aligned with the other components. There’s not enough room in this blog to break down how to optimize each component, but there is an eBook that does.

Turning Likes Into DonorsIn the eBook, Turning Like Into Donors, you’ll learn how to:

  • Develop a unique content offer
  • Launch an effective Facebook ad campaign
  • Design a high-converting landing page
  • Make a compelling instant donation ask

Turn your Facebook likes into new donors and new revenue for your organization by downloading the free eBook, Turning Likes Into Donors.



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Jeff Giddens

Jeff was the 1994 Georgia State Spelling Bee champion.


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For most organizations, traffic is perhaps the least understood metric that directly contributes to online revenue. Even though our Flux Capacitor of Online Revenue Maximization (FCORM) shows that optimizing traffic is just as important as conversion rate and average gift, few people know how to get more traffic. What happens when you realize that your traffic levels leave something to be desired?

FCORM - Traffic Optimization

Flux Capacitor of Online Revenue Maximization – Traffic Optimization

You can always buy traffic. Most organizations already buy traffic through advertising, email list rentals, or co-registration campaigns. But if your end goal is to get more donors and not just website page visits, buying traffic is not exactly the end all solution.

That’s why I’m devoting this post to going over three strategies to bring more traffic, and more motivated traffic to your website and your donation pages. By focusing on engagement and targeting high-value visitors, these strategies will help you acquire more of the right traffic to convert new donors.

1. Capture, Retarget, and Remarket to existing web site visitors.

People who have already visited your website are some of the most valuable segments of traffic. They also are some of the most neglected. Existing website visitors are no strangers to your organization, but are one step away from being an active lead. How can we get these visitors to re-engage on our websites?Multi Step Remarketing and Conversion

A while back, we developed a campaign called Multi-Step Remarketing and Conversion (MSRC) where we designed a compelling multi-step experience for website visitors.

It can be a quiz, a game, or a survey—something that engages people’s minds and creates an elongated engagement experience. At the end of this experience, we give them some sort of free offer.

The purpose of the free offer is to capture an email address. It could be a white paper, a download, an eBook, a petition, or any number of things; as long as it requires people to give you their name and email address. This will allow you to continue to engage them in a conversation through another channel.

 

Petition Example

 

After they give their email address, the engagement doesn’t end. Present these new subscribers with an opportunity to give a gift right away.

As the visitor says “yes” each step of the process, momentum is building in their mind. This increases the likelihood of them saying “yes” to a more significant call to action. You might be surprised how many people will say “yes” to a donation ask right after they’ve just said “yes” to joining your email list.

 

Donation Ask Example

 

The people who don’t give a gift enter a remarketing experience. We can tag these people and target them with display ads. That way, when people leave our website and go to other sites, they see our ads showing up everywhere.

This tactic allows us to stay in front of that targeted audience. We’re not wasting advertising dollars by advertising to a generic group. We’re advertising directly to people who came to the website and engaged with us.

 

Remarketing Walkthrough

 

Since we captured their email address, we also can send them an email – or even a series of emails – that connects the dots from their initial interaction to an opportunity to support our organization with a financial contribution.

 

Email Follow Up Example

 

We have found that there is a pretty dramatic downstream effect when using this model. Not only do we get instant conversion from the initial donation ask, but we get significant conversion later on.

 

Downstream Revenue - Traffic Optimization

 

This rainbow chart represents revenue. Where the dotted red line stops is where the initial campaign ended. The big blue bar is the initial revenue that was donated right away. They gave their email addresses and gave a gift immediately—we call those instant conversions.

All of the other color bars you see are the downstream effect of revenue that was generated. Over time we got two times the amount of revenue from the downstream effect than we get from the instant conversion.

When you think about traffic, don’t think only of strangers discovering your site for the first time. The most valuable traffic is the traffic you already have if you create an engaging, long term experience that brings that traffic to your site again and again.

2. Optimize upstream channels and sources of traffic.

Upstream sources could be a number of things. If you do a banner advertisement or search engine marketing, you may optimize your ads to generate more clicks. You can also optimize your keywords to generate more traffic. But all of us have an email list that could be optimized.

Let’s look at a formula to help breakdown email optimization:

 

MECLABS Email Heurisitc

 

If we break this down, there are two different components: Value factors and Cost factors. The value factors are relevance, offer, and incentive. The cost factors are friction and anxiety. The goal is to find ways to increase the value factors while lowering the cost factors.

Here’s an example of how to take that abstract formula and apply it to your email campaigns:

 

Email Click Optimization Example

 

These two emails are exactly the same – the only difference is the final sentence in the email: the call to action.

We set up our A/B split test, sent out the emails, and found that the treatment produced a 139% increase in click through rate. It also produced a 42% increase in revenue.

 

Email Click - Call to Action Example

 

What conveys the stronger value proposition to the person who’s reading this email for the first time? Is it taking the taxes out of the online contribution or becoming a Charter Member of the George W. Bush Presidential Center? By setting up a simple A/B split test, we were able to find the answer and experience a huge boost in revenue.

Next, let’s look at an example of optimizing a Facebook ad to get more highly motivated traffic. Here’s one we did with the Susan B. Anthony List:

 

Facebook Ad Control Facebook Ad Treatment

 

In this experiment, we thought that the people seeing our ads might have a different motivation than what we were targeting with the control ad. We created a treatment in which the imagery focused on the educational opportunity through the eBook rather than the protest.

Facebook Ad - Test Results

 

As a result, we saw a 76.4% increase in names acquired from the Facebook ad.

Not only does optimizing upstream traffic sources allow you to get more traffic, but it can help you get more of the right kind of traffic that will increase conversion rates.

3. Make it easy for your traffic to get to the right place.

When you send an email, tweet out a link, or even print a URL in a mailing, you’re sending your soon-to-be web traffic to a specific location on your web site. But what about the traffic to your site from organic search, direct traffic to your homepage, or other sources where you haven’t precisely directed them to a landing page? In order to get more of the right traffic to the right place, we have to optimize the donation pathway.

Let me show you a simple example of how even small changes in the donation pathway can have a drastic impact on traffic and revenue:

 

DTS Donate Button Test

 

In this experiment, we wondered what effect we could have on traffic to the donation page if we simply made the donate button stand out against the other navigation options. We made it look more like a button and gave it a purple background color.

 

DTS Donate Button Results

 

Now, we expected to see an improvement since the original donate button blended in with all of the other options. What we didn’t expect, was exactly how much treatment would impact revenue.

When we looked at the donations that came from the treatment we saw an 860% increase in average gift size. The compounding effect of the traffic increase and the average gift increase produced a 2682% increase in revenue.

This test goes to show that simple methods of optimizing your traffic can have a huge impact on the downstream revenue.

Flux Capacitor of Online Revenue MaximizationNextAfter - FCORM Report

Looking for other ways to help grow your online revenue? Our Flux Capacitor of Online Revenue Maximization (FCORM) makes it easy to identify your key areas of growth.

We will help you identify your strengths and weaknesses in the 3 key metrics of online revenue optimization: traffic, conversion, and average gift. Start optimizing your online fundraising by getting your free FCORM report today.

 

About the author:

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Nathan Hill

Nathan is the Marketing Director for NextAfter. He spends every day working to help nonprofit organizations discover how testing and optimization can transform their marketing and fundraising, leading to greater impact and organizational growth. He is also a giant Star Wars nerd.


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What Facebook ad optimization taught us about visitor motivation

Published by Jeff Giddens

At NextAfter, we’ve done a lot of Facebook ad optimization and testing to acquire both new leads and new donors. Let’s look at some of our most interesting ad research to see how visitor motivation impacts ad performance (and how you can tweak your ads for maximum impact).

This particular example in our library is experiment number 1311. It is, again, Hillsdale College. This is a Facebook ad for their Constitution 101 online courses. These ads targeted multiple different audiences on Facebook with the goal of getting people to click on the ad, go to the landing page, and ultimately sign up for an online course.

Constitution 101 Control Ad

The main message is “Become a constitution expert.” Part of our assumption in this control is that people want to be an expert on the constitution and that message will motivate them. You notice the little button down in the bottom right-hand corner is a “sign-up” call to action. That’s ultimately what we want people to do: sign up.

For the treatment, we went back and looked at our original ad. Looking at it through an optimization lens, we found several changes that we wanted to make. The first thing we did was we softened the language in the copy around the ad.

Constitution 101 Ad Treatment Elements

The biggest change we made was to the ad image itself. We changed the primary value proposition because we hypothesized that perhaps “Become a Constitution Expert” was not believable. Maybe people didn’t think that they could take one course and become an expert in the Constitution. Maybe, instead of expertise, what they’d like to do is understand the constitution better than they ever have before. So, we simply changed that message in the ad creative.

We also looked at the button text. Although “sign up” is what we wanted people to do, we hypothesized that “learn more” would be more consistent with user’s motivation, particularly in response to the new ad creative. We changed the button from “sign up,” which is the ultimate goal, to simply “learn more.”

The other thing we considered is that if you’re seeing this on Facebook, you’re not going to just sign up because you saw a Facebook ad that told you to sign up. That’s probably too big of an ask, and too high of a commitment right away. You probably need a little bit more information about what the courses are, how long they last, and how you access them. You probably have a bunch of questions that you need answered in order to make the decision.

So, we ran an experiment:

Constitution 101 Ad Treatment

 

You can see the ads side by side above. The control is on the left. The treatment is on the right and in our A/B split tests we discover that the treatment produced a 31 percent increase in clickthrough to our landing page. We sent more traffic to our website and we got more conversions out of the back end.

The main takeaway from this particular experiment comes down to this: We can send more motivated traffic to the website by changing the value proposition. It doesn’t just hold through in an email; it can work in ads as well.

How exclusivity and urgency impact ad performance

Let’s look at another example, experiment number 1461 in our research library. Again, this is a Facebook advertisement this time for the Texas State Historical Association. The offer is this really cool Battle of the Alamo eBook.

TSHA had discovered that they were getting these huge spikes in traffic overnight because the History Channel began broadcasting a new series called Texas Rising. Texas Rising was all about different elements of history and one night it was focused on the Alamo. We said, “Wow, this is really cool. Why don’t we tap into all these people that are going online and we know, through search volume, they are interested in the Alamo?”

We looked at a Facebook ad they were running. and thought there was a way we could optimize it a little bit more. So we created a new treatment.

Battle of the Alamo Ad Treatment

The first thing we did is was to deemphasize the creative. If you notice in the control, we have this beautiful picture of the Alamo as it originally existed during the time of the battle. The control really emphasized the headline, “Love Texas History?” Then the offer was a little-sized subhead, “Get the free Battle of the Alamo eBook.”

In the new treatment we designed, we simply focused on the offer. “Get the free Battle of Alamo eBook while it lasts.” Very interesting, we added this little phrase that increased the urgency of the offer: “…while it lasts.” That changed the tone of the message entirely. We were saying, “Get the free eBook but you better hurry up because we’re only going to offer this for a limited time.” You can see also just by changing the copy we increased the clarity of the offer.

The control is on the left. The treatment is on the right. We ran our AB split tests and the version on the right produced a 35.3 percent increase in the number of emails that we acquired through this offer.

The key takeaway here is that one of the most effective tools in your toolbox is clarity. We don’t necessarily have to be overly persuasive. Instead, what we need to do is help people understand exactly what our offer is. We must be clear.

By introducing different motivational elements like urgency, we can send much more motivated traffic to our website, inspire more clicks, and get more people to sign up for our offers. In this case, the conversion rate went from 28 percent to 38.7 percent.

Discovering the Right Motivation to Maximize the Value of Your Content Assets

Here’s another example using the Texas State Historical Association. They have this tremendous resource called the Texas Almanac. They publish it every 2 years and update it with everything you want to know about Texas; it’s a 742-page full color book. It’s amazing. It’s as big as a phone book.

Now they have this secondary product called the Texas Almanac on CD-ROM. We said, “What in the world are the CD-ROMs?” I don’t even know how many computers come with CD drives anymore. We said, “How much do you sell those CD-ROMs for?”

They said, “Oh, they sell for 19.95.”

We said, “How many of those have you sold?”

At the time, they had sold about 15 since they first released it and it had been about a year and a half. So, we said, “That’s about $300 in revenue, right? What if the best way to unlock the value of this offer is not to sell it but to give it away?”

We created a landing page with a PDF version of the almanac and allowed people to download it. We posted the offer “Get the Free Texas Almanac” all over their website. They had 74,000 people click in the first 45 days. They had a 29 percent conversion rate: 29 percent of those people that clicked actually went through, gave their name and all the contact information, and downloaded the eBook. That gave us 21,000 new email addresses.

That was a fantastic result because we know the size and quality of an email file is one of the leading indicators of an organization who’s going to raise money online. One of the things that all of us should be obsessed with is getting as many email addresses as we possibly can.

TSHA got 21,000 new email addresses, but we weren’t done there. After somebody signed up to get the free eBook, we said, “Hey, thanks for signing up. Why don’t you become a member?” We offered them an instant membership conversion opportunity.

That offer resulted in a 1.52 percent instant conversion rate from the 21,000 people that downloaded the eBook. This tactic produced 329 new members for the organization at an average gift of $53.31–which totaled $17,540 in new membership revenue.

If you want to weigh these 2 offers side by side, we could sell this eBook on CD-ROM for $19.95 and maybe get a few people to do it.

Or we can give it away while giving people an opportunity to go a little bit higher up in our conversion funnel and give them an opportunity to become a member.

Texas Almanac Ad Optimization

That all happened in a 45-day span. I think that this example stands as a compelling reason for you to rethink your content and how you can leverage those assets to get motivated people to take that ultimate action that you want them to take.

Iterative Experimentation

Let’s look at this almanac offer a bit deeper because we actually ran a series of different experiments around it. The control was working really well with 29 percent conversion rate on the page. Nonetheless, we said, “Let’s see if we can make it better.”

We created a treatment thinking, “Let’s go from this really busy page to something that is more simplistic, something just focused on the book. Let’s get rid of the distracting background and all the other stuff on the page and just make it a really simple, short form offer.”

We ran our A/B split tests and the treatment produced a 20.4 percent decrease in names acquired. Not good.

So, we regrouped and we thought, “Well, if less is not more, maybe more is more.” So we created a new treatment. We went back to our original design with the colored background, and we actually lifted out the entire table of contents of the eBook. From this, we created a list of all the different things that the reader will discover by downloading the book. Now we had created an even longer page than before.

We set up another A/B split test. The treatment page this time is not just longer, it’s way longer. We ran the experiment and treatment two resulted in a 6 percent decrease in number of names acquired. That’s not quite as bad as the previous treatment but we don’t want to see any drop.

Then we went back and we said, “Can we come up with some sort of in between?” We want to decrease the friction on the page by making it shorter, but without losing the force of the value proposition. Ultimately, we made the page shorter and compressed the value proposition into 4 checkmarks (the bullet points you see on the page in the image).

Texas Almanac Ad Conversion - Treatment 3

We set up our experiment with a split test against our original control (since it was yet to be bested by a treatment). This time, with treatment 3. We still had a 6 percent drop in names.

However and this is a big however, the number of people that went through this offer page converted to donors on the next page at a much, much higher rate. We had an 86 percent increase in the number of people that gave donations after signing up through this treatment.

Texas Almanac Ad Donations - Treatment 3

We traded a 6 percent drop in traffic—a 6 percent drop in that first step of the conversion funnel—to gain an 86 percent increase on the back-end for the much more important goal of giving a gift.

So, what did we learn from this? One of the big observations we made is that perhaps the control version and the other treatments we created were actually selling the value proposition of the eBook a bit too well. The data revealed what was happening: people would sign up to get the eBook but they would not pay attention to the next page that says, “By the way, why don’t you become a member.” Instead, they would go right to their inbox to get the eBook and start reading right away.

We wanted to promote the eBook just enough to get them to say yes to that first step but not so much that their motivation to receive the eBook would distract them from the ultimate goal of becoming a member of the organization. That was a big takeaway from this particular experiment.

 

Get more inspiration with your own Facebook ad optimization through our research study: Turning Likes Into Donors.

About the author:

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Jeff Giddens

Jeff was the 1994 Georgia State Spelling Bee champion.