Response Devices- Offline and Online Robin Riggs, Robbinskersten Direct September 14, 2015.
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Transcript of Response Devices- Offline and Online Robin Riggs, Robbinskersten Direct September 14, 2015.
![Page 1: Response Devices- Offline and Online Robin Riggs, Robbinskersten Direct September 14, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062423/56649f015503460f94c16e5d/html5/thumbnails/1.jpg)
Response Devices-Offline and OnlineRobin Riggs, Robbinskersten Direct
September 14, 2015
![Page 2: Response Devices- Offline and Online Robin Riggs, Robbinskersten Direct September 14, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062423/56649f015503460f94c16e5d/html5/thumbnails/2.jpg)
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…
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Anatomy of a Reply:A Testing Playground
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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
![Page 5: Response Devices- Offline and Online Robin Riggs, Robbinskersten Direct September 14, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062423/56649f015503460f94c16e5d/html5/thumbnails/5.jpg)
Zone 1: Headlines/Branding
• Campaigns• Mission-based Statements• Donor affirmations• Design/ Images• Seasonal• Special Offers• Urgent!
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Headline: Campaign/Drive
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Headline: Campaign/Seasonal
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Headline: Campaign/Mission
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Headline: Annual Fund/Local
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Headline: Mission/ “you”
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Headline: Mission personal
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Headline: Mission declarative
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Headline: Mission/ Affirmation
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Headline: Image
![Page 15: Response Devices- Offline and Online Robin Riggs, Robbinskersten Direct September 14, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062423/56649f015503460f94c16e5d/html5/thumbnails/15.jpg)
Headline: Design
![Page 16: Response Devices- Offline and Online Robin Riggs, Robbinskersten Direct September 14, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062423/56649f015503460f94c16e5d/html5/thumbnails/16.jpg)
Headline: Seasonal
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Headline: Special Offer
![Page 18: Response Devices- Offline and Online Robin Riggs, Robbinskersten Direct September 14, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062423/56649f015503460f94c16e5d/html5/thumbnails/18.jpg)
Headline: Supporter since…
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Headline: Urgent
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Zone 2: Gift Ask
• Donor Affirmations- Yes!...• Direct Ask: Please help…• Mrs. Sample…• Handwritten• Audience Segment Specific• Long vs. Short
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Gift Ask: Yes with Check Box
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Gift Ask: Yes with Check Box
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Gift Ask: Mrs. Sample…
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Gift Ask: Confirmation
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Gift Ask: Handwritten
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Gift Ask: Mini letter
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Gift Ask: Memo Style
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Zone 3: Gift Array
• Static Variations• Variable Variations• Circled Amounts• Linkages• Match Formats• Levels• Statement Format
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Gift Array: Static/linkages Ask
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Gift Array: Variable/ high links
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Gift Array: European Ask
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Gift Array: Circled Ask
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Gift Array: Circled Ask
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Gift Array: Circled Upgrade
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Gift Array: Linkages
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Gift Array, Match
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Gift Array: Midlevel Invite
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Zone 4: Name and Address
• Bolding• Loyalty
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Name and Address: Loyalty
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Zone 5: Other Details
• Affinity• Deadline• All Laser• Handwritten• Backgrounds• Supporter Cards• Monthly• Push to Online/ Email Requests
![Page 41: Response Devices- Offline and Online Robin Riggs, Robbinskersten Direct September 14, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062423/56649f015503460f94c16e5d/html5/thumbnails/41.jpg)
Other: Affinity
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Other: Affinity
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Other: All Laser/ Urgent and Flexible
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Other: Full Page
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Other: Supporter card
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Other: Monthly/ multi part
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Other: Email and push to online
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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!
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Klyde Warren Park
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The National Shrine of Saint Jude
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National Ovarian Cancer Coalition
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Salesian Missions
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MD Anderson Cancer Center
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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
![Page 55: Response Devices- Offline and Online Robin Riggs, Robbinskersten Direct September 14, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062423/56649f015503460f94c16e5d/html5/thumbnails/55.jpg)
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
![Page 56: Response Devices- Offline and Online Robin Riggs, Robbinskersten Direct September 14, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062423/56649f015503460f94c16e5d/html5/thumbnails/56.jpg)
Thank You!Questions? [email protected]