Nonprofit Trends

Tests, Controls and Results

I was chatting with a friend of mine the other day around an End of Year online campaign and we were discussing the results.  I was really intrigued at trying to understand whether or not a mobile text that went out before the campaign had increased the open and donation rates. I kept thinking, surely if I text someone ahead of an email (another Multi-Channel campaign case) I would see a significant increase in open rates and donation rates. However, I was so regretfully disappointed as they didn’t set up their test appropriately for us to really understand the impact. 

So, what do you have to do to set up a test RIGHT so that you can read results and have the significance needed to be sure that the results will be the same going forward? 

1. Establish the metrics that will measure success. Think about your objectives…in this case, it would be can I improve my open rate by setting up a pre-email text message. 
2. Establish your test and control groups. You must have a control.  If you don’t, you really will never know if the text message really made a difference, because you didn’t set up a group that stayed the same OR didn’t get a text message.
3. Make sure your groups (test and control) will have enough observations (opened email) that can be statistically compared. If you are focused on a response (open) rate, use this calculator provided by The DMA.

Why is it so important to have a control and statistically significant data to have a result? It is like building or buying a house, but not insuring it. Testing is expensive and has large opportunity cost both positive and negative. So, if you are going to test something, make sure it is worth it and you can after the test is complete, that you have a result. Otherwise, it is just interesting and the test was a fun exercise.

Interested in Pinterest?

A handful of nonprofits recently started dipping their toes in the Pinterest waters. You can find a list of a few to follow here.

Personally, I'm not running around thinking every nonprofit needs to develop a strategy for Pinterest now. However, I do think it's something to watch and if you have capacity and a organizational mission that fits well with visual content, you might want to try it out. Check out this list of tips (these aren’t specifically nonprofit focused, but still useful) if you are moving into Pinterest land. Here are a few good things to keep in mind if you decide to jump in.

1. Pinterest is visual. People are in it for the pictures and videos. Focus your strategy on your best visual content that you have to share and the visual content out there that reinforces your mission and brand.
2. Pinterest is growing. They have over 10 million registered users. There’s likely cross over in your supporter lists, so be sure let your supporters on e-mail, facebook, twitter, etc. know if you’re on Pinterest too.
3. Pinterest users are overwhelmingly female, a recent post reported the number at 80%.  And the lionshare of users are between 25-44 years of age. I expect these number to change over time, but for now, it’s something to keep in mind in terms of the audience you’ll reach.
4. Pinterest might help you reach people where you normally don’t. The same study above points to Pinterest users being more likely to live in mid-west, plains and southern states than your typical social networker.
5. Pinterest is not the same everywhere. Check out these differences in use for US vs. UK. I’ll have to ask my colleagues across the pond for their thoughts.

8 Hints for the Non-Photographer

Have you ever found yourself at your organization’s <insert big event> where you 1) find yourself with a camera in hand and 2) hoping that you didn’t miss that perfect photo opp of your mission in action? For the large majority of non-photographers that work or volunteer for a nonprofit - me included - I'm guessing it happens quite often.

Walt Disney said it best “Of all of our inventions for mass communication, pictures still speak the most universally understood language.” This is especially true for your organizations where pictures of your mission are an incredibly valuable asset. There's no better way to show your organization's impact than through a compelling photograph. But, the best part is you don’t have to be an expert or have professional-grade equipment to capture a special moment with a camera.

Let the non-photographers unite and pledge to make out-of-focus, chopped-off heads and poorly lit photo faux pas come to an end! Here’s some simple tips on to get nice shots with a digital point and shoot camera

1. Read the manual. You saw it here first, folks. Yes, reading the manual even with your point and shoot camera is a good idea. It may look compact and simple, but looks can be deceiving!
2. Unsteady hands? Consider a tripod, but if that’s not an option try steadying your camera on a stair rail or back of a chair to capture the shot.
3. Take lots of pictures. It takes 10 shots to get at least one good picture. So, if you have a group photo try different angles, flash on, flash off, etc. There’s bound to be a good one in there.
4. Move around. Try getting up high and shooting down. Don't be afraid to climb, kneel, lean, and move close or farther away. Changing your distance from your subject can create interesting shots. 
5. Flash on, flash off, that is the question. Will you be outside or in a dimly lit ballroom? Make sure you understand your environment and flash settings on your camera ahead of time. 
6. The rule of thirds. Imagine that every scene you look at through your viewfinder is overlaid with a tic-tac-toe board. You want to capture interesting things in the intersection points of this 9-square grid and avoid putting things into the center square.
7. Optical zoom vs. digital zoom. Avoid using your digital zoom if possible to preserve your images maximum quality. You can always crop and get closer to your subjects afterwards using a simple photo editing tool.
8. Practice and play around! The more you take pictures, the better you'll be and who knows maybe you'll graduate from your non-photographer status.

I'd love to hear more tips from pros and beginners alike, so please leave me comments!

Romancing the Donor

Champagne, flowers, jewelry, fancy dinner out, maybe even a new dress, all potential parts of a really fantastic Valentine’s Day. But we all know that you can’t build a relationship on one day of hearts and roses. You have to put in the work all year round if you and your honey are going to live the good life.

The same is true for donors. So I’ve tapped the Casanovas of Convio for a whole array of ideas for sweeping your donors off their collective feet.

The greatest gift we can give our donor is the gift of being known by us.  Make them feel special.  No, you don’t have to send two clowns and a wizard to their house on their birthday but if you read and article about a topic you know they are passionate about, share it with them and get their thoughts.  Honor and remember the milestones they’ve shared with you, a graduation, a birthday. Know their business and their hobbies and share and celebrate their successes in both. Nominate them for awards. Surprise them and recognize or thank them in a way that’s personally meaningful. 
–Rachel Muir, Manager of Go! Program

A little can go a long way: remembering their name and getting it right.
–Miriam Kagan, Lead Consultant

Using their own personal milestones as an opportunity to thank them, i.e., birthdays: “we’re so glad you were born”, weddings: “finding your soul mate is a once in a lifetime thing, just like curing cancer”, birth of a child: “congratulations on your new little miracle—thank you for letting us make more”…you get the idea…
–Sara Spivey, Chief Marketing Officer

Recognize them! Run appreciation events, give awards or simply start a “shout-out” campaign via social media. Applies to volunteers, advocates and donors (although there might be some privacy issues to understand).
–Jill Ward, Client Marketing Manager

Recognize your donors while engaging your board with a pressure free activity. Hold a telephone thank-a-thon at your office. Find a Board member that will champion the activity and challenge other members to participate. Provide dinner (pizza works), a call sheet, a suggested script and a telephone. I think you’ll be amazed at the results- not only the positive reaction from donors, but the enthusiasm from your Board when they see how easy it is and hear from the donors.
–Danielle Johnson Vermenton, Interactive Consultant, Go! Team

Take the Girly Movie Approach – There is no better hook than video that pulls at the emotional heartstrings of your constituents. Be sure to include a link to your donation form at the end of your video.
Circle Yes or No – Take a peer-to-peer approach by asking your grassroots fundraisers to deliver the love note on behalf of your organization. 
Make it personal – Include value propositions next to the giving levels on your donation form.  If I was planning on giving $50, then was presented with the information that a $60 gift would buys a month worth of food for a child in Haiti, I’d be happy to give that extra $10.
–Robyn Mendez, TeamRaiser Product Marketing Manager

One donor cultivation tactic that proved successful in my last job was to put together an interoffice raffle basket of items contributed by local merchants and by co-workers. Employees could then buy individual raffle tickets at $1 or a dozen for $10, with all ticket sales going to fund local research into cardiovascular disease prevention. With results of tax credits, name recognition, and most importantly, funds for the nonprofit, the raffle was a win-win for everyone. Bottom line: it was a fun additional touch point with many donors in a short period of time!
–Dan Helfman, Services Bureau Analyst

Seth Godin has written that we find an instant connection with someone (anyone) when we see a reflection of ourselves in their eyes. It is exactly that kind of connection that we need to make with our donors – a connection where they see themselves when they see us. They have a role to fill and they see it clearly. What motivates individuals to give? Is it an invitation to join the fun?  Is it the promise of a shiny incentive?  Is it this?  Is it that? There are so many ways we can think to try and flirt with our donors, pass them the signs, have our friends go and talk to them, send them a secret valentine – but how do we finally get their attention so that we can romance them? They have a hunger to make a connection – they have a hunger to make a connection with you. We need to help them see a reflection of themselves, when they see us. Because when that connection happens… they are looking us in the eye… and they are smiling, and they are donating…  They are waving to us.  They are waving to themselves.
–Adam Lemmon, Go! Team Lead Consultant

Things nonprofits do that make me feel known & loved by them

• Introduce me to someone I’m fascinated to meet, like a visiting scholar with mission-related expertise, an artist expressing mission-related perspectives, or a retired leader in my field (who also appreciates their cause – we have 2 big factors in common!)
• When I’ve done something no other volunteer has done, have everybody in the office sign a hand-written thank-you note that shows each person knows what it is I did
• Call me when you have extra tickets to the event of a related organization (even if it’s last-minute & I can’t go, I appreciate that they thought of me!)
  Invite me to contribute my professional knowledge for a specific time-bound project.
  –Jennifer Darrouzet, Common Ground Senior Product Marketing Manager

Now get out there and fundraise, Romeo!

Mobile Donation Forms

When I say, “mobile donation” you probably think about text-to-give. I assume that because when I Googled the term*, that’s what most of the articles were about. This post, however, is not about text-to-give. It’s about a mobile-friendly donation form, which I believe is a key component to any nonprofit mobile presence. In fact, I’ll even say that if you want to keep your mobile presence small and simple, you really only need a mobile homepage and a mobile donation form.

Here are some great examples and things to keep in mind when you plan your mobile donation form:

1. Make it easy to find/click to your form. If you’ve got it, flaunt it. This is the homepage from Oceana and the whole feature graphic is clickable to the form. Make sure your donate button or promo is loud and large enough to touch.
   
   
   
   
2. Keep your form fields touchable. According to Apple, the average human fingertip measures 44px square so your form fields should be at least 44px tall. I still find it funny that Apple has suggested how large our fingers should be but I’ll take it for what it’s worth when designing a mobile form. This form on the American Cancer Society's mobile site has nice large text input fields.
   
   
   
   
3. Consider providing other options for giving. I’m totally comfortable entering my credit card number into my mobile phone but I know that not all donors might be. I like how the Humane Society has offered these alternative giving options at the bottom of the form so they’re not really prominent but they’re available if I’m looking for them. The “click to call” functionality is quite handy in this case as well.
   
   

*Funny enough, when I changed my Google to “mobile donation form”, the first result was a page on the Convio Open site where you can download some sample code to build your own mobile-friendly form. Hopefully these examples have inspired you to go there and start planning for your own!