Resources

We’re on a mission to help nonprofits raise up the most generous generation in human history by optimizing their fundraising practices. That’s why we’ve made all of these optimization resources free for you. We hope each one can help you learn, optimize, and increase your fundraising results.

Studies Tools Videos

Research Studies

We conduct forensic research that studies the nonprofit industry as a whole. Through these studies, you can learn what top nonprofits get right — and what they are missing.

The Nonprofit Recurring Giving Benchmark Study

In this comprehensive recurring giving benchmark study, you’ll discover key insights, practical takeaways, and simple test ideas that can use to help grow your recurring giving program – all based on what we learned from making recurring gifts to 115 organizations and tracking their follow-up communication for 90 days.

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Optimize Your Team and Improve Your Results Using Human Data

People are a nonprofit’s most valuable resource – which means that hiring, development, and retention should be of utmost importance if your organization is seeking long-term growth. But an assessment of 500 nonprofit fundraisers indicates that many nonprofits may have a people problem.

In this study, you’ll see how human data can be used to get the right people into the right roles, and you’ll learn key strategies to optimize your team in order to achieve significant growth.

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The Nonprofit Optimization Guide

And after conducting over 800 online fundraising experiments, we’ve codified a new foundation that drives results and measurable growth for innovative nonprofits.

We’ve outlined this methodology in the free eBook, The Nonprofit Optimization Guide.

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7 Proven Strategies to Optimize Your Email Appeals

In this free eBook, we’ve outlined 7 proven strategies that will help you capture the attention of your donor, humanize your email appeals, lift your email fundraising revenue.

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The Mid-Level Donor Crisis

After making $1000 to $5000 donations to 37 organizations, and monitoring their communication for 90 days, we made a startling discovery: many nonprofit organizations are forgetting about their mid-level donors and failing to communicate effectively.

In this research study, you’ll find the results of our mid-level donor research as well as 5 case studies demonstrating how a more empathetic and personal communication approach can lift your fundraising performance with this vital donor segment.

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6 Ways to Grow Your Email File

Time and time again, email revenue proves to be the most significant source of online revenue for nonprofit organizations. And the primary factor influencing your email revenue is the size of your email file.

In this free eBook, you’ll find six strategies that you can test in your email acquisition efforts to grow your email file and raise more money online.

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Why Should I Give to You?

This ground-breaking study of over 127 of the largest nonprofit organizations will help you understand the need to communicate your value proposition effectively, and equip you to answer the fundamental value proposition question:

Why should I give to you, rather than some other organization, or not at all?

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Turning Likes Into Donors: The Definitive Guide to Facebook Advertising for Nonprofits

At NextAfter, we’ve been perfecting a model that will help you turn Facebook into your best source of new email addresses, donors, and dollars. This eBook clearly unpacks the model and gives you everything you need to start your first donor campaign today. You can get your copy for free today.

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Online Fundraising Scorecard

We donated to 151 top nonprofits, documenting the entire giving process and follow-up communications. In this study, you’ll find out what they do right — and what they completely miss. If you want actionable insights to grow your online fundraising, get this now.

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Cut Through the Clutter with Your Year End Fundraising

Want to make your year-end fundraising campaign stand out? The free eBook outlines 12 new ideas and strategies that you can test and implement this year-end season to grow your revenue – all based on real year-end fundraising experiments and over 6000 year-end emails from top nonprofit organizations in 2017.

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Online Tools

We’ve developed these free tools to help you assess and optimize your online fundraising results.

Subject Line Heuristic Guide

This email subject line heuristic will give you a formula for crafting subject lines that can improve your open rates and increase the likelihood of getting a donation. This free guide outlines the formula, as well as key words and phrases you can use to start crafting more effective subject lines.

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General Donation Page Guide

The traffic visiting your main donation page has widely varying motivations. As a result, we have to craft a page that addresses the value of a donating to our organization on broad level, while making it easy for someone to give a gift. This free guide will show everything we’ve learned about crafting an effective general donation page for your website.

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Campaign Donation Page Guide

The motivation of a donor responding to an email appeal or high-urgency campaign is very different than a donor on your general donation page. This free campaign donation page template outlines some of the key differentiators that will help you lift donation conversion rates on your campaign donation pages.

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Instant Donation Page Guide

This free guide contains the most important lessons we’ve learned so far about how to craft a high-converting instant donation page. Use this guide to help you create a donation page that will convert new emails into donors right away.

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Email Acquisition Landing Page Guide

After analyzing 80+ nonprofit landing page experiments, we’ve identified 13 proven ideas that you can test on your landing pages to increase conversion rates and grow your email file. We’ve organized these 13 ideas into a single template that you can use as guide next time you set create a landing page.

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UTM Maker

The most important part of testing and optimization is learning why your treatment impacted your result. In order to be confident in your learning, you have to have reliable data.

UTM Maker is a free tool that will ensure your campaigns are properly tracked in Google Analytics – giving you clean, accurate, and reliable data to help you determine what works to improve your marketing and fundraising.

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Facebook Advertising Analysis Worksheet

If you have ever been curious about the best way to judge the effectiveness of your Facebook advertising campaign, this spreadsheet will do that work for you. By plugging in a few easy-to-find metrics, it will determine your best performing audiences to allow you to get the most bang for your advertising dollars.

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Experiment Validator

How do you know if your A/B test results are valid? This free tool uses best-in-class standards to determine whether your results are real and repeatable or need more time and traffic.

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Friction Self Assessment

Did you know that a single text field or the text on your submit button can be significantly impacting your online revenue? Take this free Friction self-assessment to find out you can reduce friction in your giving process.

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Online Fundraising Benchmark Report – (FCORM)

Curious to see how your organization’s online fundraising stacks up against other nonprofits? With just three pieces of data, this report will generate a detailed analysis of your organization’s strengths and weaknesses with opportunities to instantly increase your online revenue. 

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Videos

We’ve archived all of our online broadcasts for you to view anytime. Select a video below to watch it instantly.

Cracking the Code of Facebook Fundraising

You can’t cultivate donors if you don’t know who they are. And while all of the latest fundraising tools on Facebook are great for getting people excited about giving, they don’t give you all the info you need to know who your donors are and cultivate them accordingly. So how do you use Facebook (and […]

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The Nonprofit Recurring Giving Benchmark

Recurring donors are up to 4x more valuable than one-time donors. Can you image the impact your organization could have if you could multiply the donations of your one-time donors by 4x? Every major increase in donations and giving that we have found over 1000 fundraising experiments has come from empathizing and listening to donors. […]

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The Canadian Online Fundraising Scorecard

How does my organization compare to others? That’s one of the most commonly asked questions we get and just one of the many questions we answered for you with The Canadian Online Fundraising Scorecard. In this webinar, Brady Josephson shares what he learned by signing up for the email lists of and donating to 152 Canadian […]

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How to Use Human Data to Optimize Your Teams and Transform Your Fundraising

Every nonprofit needs to continuously improve their fundraising. To do so, we look to new tactics, strategies, and tools to give us additional ways of acquiring and developing donors. But all the strategies, tools, and resources in the world will only take you so far. If you want to continuously grow your fundraising and digital […]

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19 Pitfalls to Avoid on Your Main Donation Page

Most fundraisers assume that someone visiting their main donation page has already decided to give. And to an extent, they are right! Few visitors accidentally land on your main donation page – they often have to click through at least one other page to find it. So then why do our main donation pages suffer […]

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6 Ways to Write and Design Better Email Fundraising Campaigns

Email is the most important tool in an online fundraiser’s toolkit. According to GIGAOM Research, email is ranked as the most effective tactic for awareness, acquisition, conversion, and retention. It also has a better return-on-investment than any other channel. But getting the most out of your email fundraising isn’t as simple as applying the latest best practices. […]

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7 Proven Methods to Acquire More Emails and Grow Your Donor Base

New donors rarely show up out of the blue. There’s always a story of how they learned about your organization, and what ultimately inspired them to donate – usually an experience they had, an article they read, or an email they received. The problem for most organizations is that the traffic to their website, is […]

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Cultivate Your Donors Without Sending More Appeals

We all know that it’s harder and more expensive to acquire a new donor than it is to retain an existing one. But even so, many organizations suffer from significant donor attrition: many organizations only average a 45% donor retention rate. With such difficulty retaining donors, it’s critical that nonprofit fundraisers learn how to effectively […]

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Optimization Insider: Understanding Your Donors’ Motivations Using Empathy with Brian Carroll

Understanding Your Donors’ Motivations Using Empathy Optimization Insider: Brian Carroll Empathy is one of the most important tools we have as fundraisers. It helps us understand our donors and communicate more effectively. When we neglect empathy, we end up focusing on ourselves and our own organization’s goals. When we use an empathetic mindset, we develop […]

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Crafting More Effective Year-End Email Appeals

Email appeals are the largest single source of online revenue during the year-end fundraising season. Yet, many fundraisers fail to implement some of the most fundamental, field-test principles   of email fundraising. These include: How to write subject lines to get the most opens. How long email copy should be. Which calls-to-action get the most clicks and […]

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21 Proven Elements of an Effective Donation Page

We’ve conducted over 300 donation page experiments over the past 5 years, trying to decode what factors and elements influence the likelihood that someone will donate. And as it turns out, optimizing donation pages isn’t nearly as simple as getting the right design, the right layout, or the right message. We first have to ask, what kind […]

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12 Year-End Fundraising Techniques Proven to Lift Your Revenue

Between Thanksgiving and Christmas, over 19 billion cards, letters, and packages will be mailed. During this same period, every one of us will receive an average of 12,896 commercial emails in our already cluttered inboxes. With so much communication happening between family, friends, businesses, and organizations – we can’t rely on the same old year-end […]

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Turning Facebook Likes Into Donors – Online Course Preview

Fundraisers have been trying for years to effectively use Facebook as a fundraising channel. On the surface, it seems that Facebook should be an easy tool for donor acquisition because it has: 2 billion active users per month. In-depth data on what each of user likes and values. Tools to utilize this data to find people who look like […]

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13 Proven Ways to Improve Your Nonprofit Landing Pages

The most effective nonprofit landing pages look a lot different than you might expect. Many “best practice” landing pages include big header images, in-line quotations, and have minimal copy so that visitors get to the form faster. But after A/B testing over 80 nonprofit landing pages, we’ve found these “best practices” actually hurt conversion rates, and […]

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Grow Your Revenue Without Asking For Money

One of the hardest parts of fundraising is knowing just how many times to ask for a donation. If we don’t ask often enough, many potential donors won’t give simply because they haven’t been given the opportunity to support your cause. If we ask too often, our email file and existing donors will get tired […]

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The Anatomy of an Effective Email Appeal

For the vast majority of organizations, email is the number one driver of online fundraising revenue.  This is because email is one of few channels where our donors and potential donors have opted in and said “I want to hear from you.” But as you’re well aware, the average email inbox is full of more […]

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Essential Fundraising Lessons We Learned Through Failure

Many fundraising consultants and agencies will tell you that they have all the answers to grow your donor file, and lift your online fundraising revenue. But the reality is that the only fundraising experts are our donors. And often times, some of the most powerful and essential learnings about our donors come from testing an […]

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Fundraising With Purpose

Nonprofit marketers and fundraisers often start out with a zeal and passion for the cause and purpose of their organization, but quickly get bogged down  behind numbers, spreadsheets, systems and tools. When we get trapped in these daily routines, the purpose and authenticity behind our work tends to slip away. And to no surprise, this […]

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What Works in Online Fundraising

What We Learned From Over 600 Online Fundraising Experiments If there’s one overarching lesson we’ve learned from conducting over 600 online fundraising experiments with top nonprofit organizations, it’s that “best practices” are rarely the best performing, and they often suppress the potential of an organization’s online fundraising. In the video lesson below, you’ll discover our […]

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Cracking the Code of Facebook Fundraising

One of the most elusive challenges that nonprofit fundraisers face is how to effectively acquire new donors online. The good news is  that the answer to this  problem is a tool you probably  use already: Facebook.  Think about it – Facebook has more data on what people value than any other tool or database. The […]

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The Midlevel Donor Crisis

At the end of 2015, we had a hypothesis that most midlevel donors were getting lost in a communication “black hole.” To see if this was true, we made $1000 donations to 37 different organizations – monitoring and recording the communication sent to our mailbox, email and phone for the next 90 days. After the […]

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Year-End Live Optimization

During the week after Christmas, most nonprofits will bring in over 55% of their year-end revenue. With stakes that high, you can’t afford to make gut decisions about what works to acquire more donations. The only way to know what works is to test it. In this special live broadcast, Tim Kachuriak, Jeff Giddens, and Brady […]

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Grow Your Donations Without Spending a Dime

How to get $10,000 in free advertising from a Google Grant and use it to acquire new donors One of the hardest fundraising challenges for any organization is acquiring more high quality traffic that will convert to new donors. And most solutions to this problem cost  an arm and a leg. What if there was […]

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The Spark Line of a Donation

When it comes to understanding donor motivation, many marketers treat it just as they would any sort of eCommerce transaction. You choose the product you want, fill out your credit card info and shipping address, and submit your transaction. After the transaction is made, you wait anxiously for a package to show up at your […]

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6 Steps to Launching Effective Tests on Your Website

Learn how to set up and accurately measure tests on your landing and donation pages through this live broadcast There are 2 critical components of effective optimization: knowing what to test, and knowing how to test it. If you don’t know how to run an effective test, you may end up questioning your results, or […]

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7 Ways That Empathy Can Grow Your Donor File

Build stronger donor relationships and acquire more donors than ever before through this live broadcast Today’s fundraising environment is a paradox. Online marketing gives us more opportunities than ever to reach new donors; yet actually growing your donor file is more difficult than ever before. Traditional online marketing tactics don’t lend themselves well to actual […]

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6 Proven Strategies to Optimize Your Email Appeals

Most email marketing tools sell their product by making it easier to send more pretty emails, to more people, in less time. This comes with the implication that your emails will magically generate more revenue. But we’ve discovered through hundreds of email tests that the key to getting more opens, clicks, and conversions isn’t an […]

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People Give to People – Humanizing Your Online Fundraising

Our most recent research has uncovered some small tweaks you can make to your email fundraising appeals to radically increase donor response. This research centers around one key principle: people give to people, not organizations or email appeals. In this broadcast, we’ll show you how: One ministry increased email appeal revenue by 304% A public […]

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Donation Page Optimization for Nonprofits

Most nonprofits have a donation page somewhere on their website. And while many nonprofits see a steady stream of gifts come through that form, very few realize that less than 50% of the traffic that visits their donation page actually makes a gift. Why? Because in many cases, the form is not optimized. In fact, unless it […]

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Why Should I Give to You? The Nonprofit Value Proposition Index

Late last year, our team at NextAfter started a secret research study to anonymously ask 120 top nonprofits one simple question: Why should I give to your organization, instead of some other nonprofit, or not at all? The answer to that simple question forms the core of your nonprofit’s value proposition, which our research has shown to be […]

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How to Optimize Email Acquisition and Grow Your Email File

The greatest success factor for growing your online fundraising program is the size of your email file. On this live broadcast, we’ll show you real experiments that discover what works in email acquisition so you can grow your file — and your fundraising results.

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Turning Facebook Likes Into Donors (and Dollars)

Facebook is the world’s largest social network, and nonprofits are obsessed with it. Tremendous effort is put into building a following, but we are constantly asked: “How do I get donors from this?” In this live broadcast, Jeff Giddens shares a model that we’ve discovered and tested to turn Facebook into one of your best […]

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Exploring Donor Motivation

Through applied research, we’ve discovered that several factors influence the decision to give a gift: value proposition, friction, anxiety, incentive, the offer. But one factor influences the decision to give more than any other–and it’s the most difficult to understand and affect: Donor Motivation. In this recording, we reveal optimization experiments that will help you better […]

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Exploring the power of the value proposition

In a recent live broadcast, we spent time unpacking the findings from six recent case studies centered around the power of the value proposition. We’ve uploaded a recording of the broadcast below. In it, you will learn: How Hillsdale College increased donor conversion rate by 33% by reducing friction and increasing the power of the value proposition […]

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Optimizing Landing Pages: A Systematic Approach

We hosted a live broadcast to highlight two key areas to optimize your landing pages. Then, we tried something new — Live Optimization. A few brave partners submitted their landing pages to be optimized by our team in front of a live audience.

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Identifying and eliminating friction on your landing pages

On this broadcast, we discuss how friction might be turning your online donors away. Then, we optimize some landing pages in real time to illustrate how you can reduce friction and increase conversion.

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Unpacking the Online Fundraising Scorecard

In this webinar, Brad Davies and Tim Kachuriak reveal what we learned when we reviewed the online fundraising practices of more than 150 national nonprofits and charities. We’ll unpack what they do right — and what you can learn from their mistakes.

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