Response Devices-Offline and OnlineRobin Riggs, Robbinskersten Direct

September 14, 2015

Why is this so important?

We know donors get this far and respond or not. - Biggest test results since softening

- Every inch is critical real estate!So let’s break them down…

Anatomy of a Reply:A Testing Playground

So Many Zones/Inches of Opportunity

• Zone 1: Headlines/Branding• Zone 2: Gift Ask• Zone 3: Gift Array• Zone 4: Name and address• Zone 5: Simple Details

Zone 1: Headlines/Branding

• Campaigns• Mission-based Statements• Donor affirmations• Design/ Images• Seasonal• Special Offers• Urgent!

Headline: Campaign/Drive

Headline: Campaign/Seasonal

Headline: Campaign/Mission

Headline: Annual Fund/Local

Headline: Mission/ “you”

Headline: Mission personal

Headline: Mission declarative

Headline: Mission/ Affirmation

Headline: Image

Headline: Design

Headline: Seasonal

Headline: Special Offer

Headline: Supporter since…

Headline: Urgent

Zone 2: Gift Ask

• Donor Affirmations- Yes!...• Direct Ask: Please help…• Mrs. Sample…• Handwritten• Audience Segment Specific• Long vs. Short

Gift Ask: Yes with Check Box

Gift Ask: Yes with Check Box

Gift Ask: Mrs. Sample…

Gift Ask: Confirmation

Gift Ask: Handwritten

Gift Ask: Mini letter

Gift Ask: Memo Style

Zone 3: Gift Array

• Static Variations• Variable Variations• Circled Amounts• Linkages• Match Formats• Levels• Statement Format

Gift Array: Static/linkages Ask

Gift Array: Variable/ high links

Gift Array: European Ask

Gift Array: Circled Ask

Gift Array: Circled Ask

Gift Array: Circled Upgrade

Gift Array: Linkages

Gift Array, Match

Gift Array: Midlevel Invite

Zone 4: Name and Address

• Bolding• Loyalty

Name and Address: Loyalty

Zone 5: Other Details

• Affinity• Deadline• All Laser• Handwritten• Backgrounds• Supporter Cards• Monthly• Push to Online/ Email Requests

Other: Affinity

Other: Affinity

Other: All Laser/ Urgent and Flexible

Other: Full Page

Other: Supporter card

Other: Monthly/ multi part

Other: Email and push to online

Online Donation Pages

Best Practices for Response Enhancement

And another place where donors have had to navigate towards and then make big decisions to leave or stay!

Klyde Warren Park

The National Shrine of Saint Jude

National Ovarian Cancer Coalition

Salesian Missions

MD Anderson Cancer Center

Online Donation PagesBest Practices and Top Test Priorities:• Buttons: Radio style versus tablet• Single column format versus double• Single Visual adds warmth without distraction• No Navigation bar• Placement of Gift Array as first choice• Colors of buttons and amounts/ # of choices• Preselected ‘upgrade” button in the array• Prepopulated amounts in the “Other” bar• Lead in copy (gift ask) or none

Final Thoughts

• Test, test, test• Focus on gift arrays to start• Target audiences for tests• Measure response within audiences too• Simple, uncluttered works best• Work the zones• Persevere offline and online- donors respond

Thank You!Questions? rriggs@robbinskersten.com