Mobile and More… Mobile Giving Optimizing our Donation Page E-Conversion Series We were looking make giving easier, primarily because… Acquisition – Canvassing Very little Acqu DM any more Looking for ways to optimize what we do and to offer new ways of giving We are in various stages of process on these efforts, Share what we’ve done so far and what we hope to accomplish

Mobile and More… Mobile Giving When I’m Mobile Fits with the public media platform PayPal/Moon Slick screens

Mobile and More… This is how it works…

Mobile and More…

Mobile and More…

Mobile and More… Mobile Giving Testing Science Wednesdays NewsHour Fridays Arts and Culture Sundays Etc… Cost = $10,300 (6 month test)

Mobile and More… “Tweak”ing our Donation Page Qualitative Study and results Monitoring behavior Testing Split tests Cost - $6,000 (3 months of testing) Qualitative survey via email 3800 given online in last 30 days – 11% response What prompted a contribution? Why did they contribute? How it feels to be a member? Quality, Moral, proud, connected Now we know - Use language and imagery to appeal to the things that were important to them - Mostly interested in the friction points. Asked What they didn’t like about the donation experience Updating Credit Card and/or amount of monthly contributions Selecting a gift - Questions they asked themselves while considering -how much to give - is it easy to set up monthly giving? – thank you gifts Fewer gift options and rethink how and when we offer our thank you gifts Also learned that our mid level and major gift clubs were distracting and unclear – Test - separating from regular Used Hotjar to record random visits to the donation pages and observe their behavior Most people are scrolling down the entire page before they make a gift – treat the disclaimer language differently - link to a pop up or separate page Next – using Optimizely to split traffic for testing both on our web pages and on the convio donation pages Test at least once per year after or whenever anything significant changes

Mobile and More… E-Mails Compiled 120,000 emails Auto-conversion series Cost: $10,000 for set up $50,000 annually for Convio Prosper 10 different databases in house Corporate sponsors Volunteers Events – capturing on-site Teachers – 73,000 Vendor lists 4 part automated conversion series