1. 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

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

3. Mobile and More…
This is how it works…

4. Mobile and More…

5. Mobile and More…

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

7. 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
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

8. 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