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DAV Commanders Club

Design and Format Tests

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Commanders Club Design Test:New Design is a Big Hit!

“Parchment” Design was a big win – pulling a 27% Response Rate and an Average Gift of $19.05

This test beat control and 5 other tests from multiple agencies

Rolled out in 2013 and beat 7 additional package tests

Rolled out again in 2014, proving design alone can make the difference between winning and losing

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Commanders Club Format Test:

New Format Misses the Mark!

Even though the new format allowed for additional storytelling and photographs, it fell far short of the control

This format depressed Response Rate by nearly 30%

Why?

Perhaps because benefits & certificate were inside booklet

We believe the certificate and benefits drive response and perhaps they were not immediately evident to the donor

Also, the cost of the personalized booklet precluded us from inserting the note pad premium

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MSPCA Creative Test

Matching Gift vs. “Story”

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MSPCA Challenge Match Results:

Challenge Logo beats “Story” OE

Challenge Match control was highly successful, typicallypulling Response Rates of up to 7%, and Average Gifts in the $37 – $42 range

The package with animal hoarding story depressed results

Response Rate was 4.2% – a decrease of 34%; Average Giftof $33.74 was a decrease of 14.3%

A blind OE test pulled a 5% Response Rate and $35 Average

Why? We allowed story to make “Challenge Match” offer less prominent. Numbers don’t resonate with donors, emotions do.

Lesson: A strong offer trumps a good story

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Rhode Island Food Bank

Brochure Test

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7/20/2016

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Food Bank Format Test:

Brochure Depresses Results!

Control pulled a 8.3% Response Rate and Average Gift of $94.22

No Brochure Test pulled 9% Response; Average Gift of $105

The brochure depressed Response by 10% and Average Gift by 13%

Brochure also added cost, and eliminating it decreased CPDR by a whopping 28.5%

Lesson: Sometimes less is more.

Many test results are counter-intuitive.

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Riley Hospital for Children

First-person Patient Story

7/20/2016

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Riley Hospital Copy/Design Test:

First-person Patient Story Works!

The first-person story signed by Clare increased Response Rate by 7% over control w. same story signed by Dr. Sperring

However, Dr. Sperring letter had a 10% higher Average Gift

While “Clare” might not seem like big winner in the traditional sense, it was a big step forward in messaging for the hospital

They wanted to use more patient signers, featuring older children who were articulate and thankful

Lesson: Letter signer is not as important as you might think

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New England Conservatory

Capital Campaign

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New England Conservatory Results:

Mail Jump-starts Capital Campaign!

Audience consisted of alumni, most of whom were NOT direct mail donors

Response Rate was typical of acquisition campaign, but Average Gift of $288 was a 223% increase over typical gift of $89

Package grossed $25,000, as compared to the $10,000 of an average donor renewal mailing for NEC

Lesson: A special appeal, such as one focused on capital improvements, can activate previously unresponsive audiences

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Perkins School for the Blind

Lapsed Recapture Card

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7/20/2016

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Perkins School Lapsed Technique:

“Personal” Card is an effective

Win-back Tactic!

This mini card test nearly tripled response rate

Became the new control for 36+ month donors, replacing a standard #10 package

Lesson: The small format was new look for Perkins, and provided a much-needed change-up in the program

The note card with handwritten font created a personal touch that resonated with lapsed donors

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MDA

“Pre-lapsed” Anniversary Card

7/20/2016

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MDA Mini Card Results:

“Anniversary” Converts New Donors!

This mini card was tested to first-time donors in the 10 – 12-month and 13 – 15-month segments

Anniversary card lifted response by 57% for 10 – 12-month donors

Anniversary card lifted response by 72% for 13 – 15-month donors

Lesson: A personal format with positive messaging can help turn one-time donors into repeat donors

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Franciscan Hospital for Children

Catholic Copy vs. Secular

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Franciscan Hospital’s First Acquisition:

It’s all in the name (& the story)!

“Secular” copy control did 0.83% with a $28.40 average

“Catholic” copy test did 0.51% with a $31.60 average

Despite test’s higher average, control’s higher response beat the test dramatically in CPRD terms: $3.08 vs. $4.44

Lesson: For this hospital, religious messaging, minimal though it was, does not help … strong offer & compelling storytelling drive prospects to action, NOT the religious connection

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7/20/2016

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MSPCA

Walk for Animals

Integrated Media Campaign

Banner Ad

Newspaper AdPoster

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Direct mail to Past Walkers, with tests to DM Donors and Modeled Adopters

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Facebook Page

Landing Page

Email Blasts

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Walk for Animals Integrated Campaign:

Multichannel on a Shoestring

Total budget was only $15,000… some of the work was pro bono

The Direct Mail & Email Blasts raised $148,658

Total WFA revenue reached over $245,000

Total CPRD: $0.06

Overall lead generation and attendance increased from the previous year. Website visits and requests for more information increased dramatically.

Lesson: Holistic, multichannel marketing strategy pays, even on a shoestring budget!

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Association of Marion Helpers

Closed Face Envelopes VS

CF Insert Fluted Cardboard Test

Marians of the Immaculate Conception

ASSOCIATION OF MARIAN HELPERS

STOCKBRIDGE, MA 01263

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Winner

Cardboard insert increased the response by 1.5%

And increased the average gift by $2.o2

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Rose Package

Closed Face…

Blind...

Window...?

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There is no clear winner

Results depend on being connected to an

event, date, or curiosity. These are mission

focused donors.

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United Way of Los Angeles

Envelope, Letter and Graphic Test

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Winner

The fluted cardboard (control) still beat the

closed face with graphic.

The negative (sad) image outperformed the

positive (happy) image.

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St. Labre Indian School

Outer Envelope Photo

Graphic Vs No Graphic

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St. Labre Indian School

The two envelopes performed pretty much the same

the graphic got about a .5% more response.

The added cost of 4/c didn’t justify changing the OE

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St. Labre Indian School

We also tested a 10 x 13 outer envelope

against a 6 x 11 and the 10 x beat the

lower cost 6 x 11 envelope.

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Help Hospitalized Veterans

Personalized Name Label Test

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Help Hospitalized Veterans

Foil Labels 1.21% - $13.29

Holographic Labels 2.15% - $10.75

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Help Hospitalized Veterans

Check Control Test

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Help Hospitalized Veterans

Check control 2.2% - $11.93

Single check 2.5% - $10.85

Double check 2.39% - $10.53

Voided check .08% - $12.74

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Franciscan Friars of Atonement

9x12 VS 10x13

Outer Envelope Test

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Winner

10x13 with Pull Tab generated at 10.4%

and higher average gift

VS

9x12 test that received a 9.9% response

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Return Envelopes

RE

CRE

BRE

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RE…CRE...BRE?

RE: Closed Face: 2.67% - Net Revenue- $396

Green CRE Test: 3.07% - Net Revenue $290

BRE Test: 2.98% - Net Revenue $456

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Soldier’s Wish

Emotional VS Interactive VS Premium

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7/20/2016

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Soldier’s Wish

Our Hero (2.44% at $17.07)

I Agree (3.5% at $17.32)

Dog Tag (Premium 5.3% at $17.14)

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Don’t forget to visit the

Solutions Showcase!

Many of the ideas discussed today are on display at the Solutions Showcase!