1. Optimise your forms …please?

3. BUT… Donations Newsletter sign- ups E-actions Volunteering Referrals FORMS All sorts of hard- to-get people

4. Donations Newsletter sign- ups E-actions Volunteering Referrals FORMS All sorts of hard- to-get people Big fat dropout rate!

5. O crikey. What do we do??

6. Some initial thoughts

10. Email recipients 50% A (Control email) B (Experimental email) 1.9% Successful form fills 3.8% WINNER

12. Benefits Continual improvement for your forms = Continual improvement for your campaigning / fundraising = Increasing amounts of supporters / money for free!

13. Additional bonus side benefits Resolving awkward disputes in the office + FUN!

18. Spot the difference

20. What you already do vs “Best practice”

21. Some things to try 1 page or 2 Minimal navigation Photo of a person Long / short copy Donation options Lower / higher amounts 1 column or 2 Form at left or right Statistics vs narrative Personalised page

22. Email sent Christmas card and donation together Thank you page Test A

24. Email sent Christmas card form Donation form Thank you Test B

26. ViewsDonationsRaised Test A (one page)1042£34 Test B (two pages)11411£347 Statistically significant!

27. HAVE FUN! Some suggestions…

30. Fundraisers only: Personalise donation amounts according to previous gifts

31. @rachel_shares rachelc@xifr.co.uk www.xifr.co.uk 