smarter not harder! your questions answered

Confidential Document: Kimbia Inc. 2016

Fundraise Smarter, Not Harder!

Your Questions Answered

@kimbiainc #kimbiawebinars

Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc

Hello!

Miriam Kagan Senior Fundraising Principal


Question: I'm not very familiar with testing and analytics, what programs

should I start with?

§  Install Google Analytics or another tracking software

§  Follow Which Test Won: whichtestwon.com

§  Sign up for industry blogs


Question: How exactly does an a/b test work?

§  Create testing cohorts (test group)

§  Offer two different versions of the testing scenario. Test one element at a time. Or an entire package.

§  Track response to the measuring metric established

§  Analyze, evolve, move forward


Question: My organization doesn't really understand testing. Do you know a good way to get people on

board with it? §  Show real case studies where the outcome is not

obvious (look for examples on whichtestwon.com and industry blogs)

§  Show the monetary impact: if a test increases response rate by 10%, we would have XX more $$ over the span of a year

§  Explain the difference between “I think” vs. “data proves”


Question: Do I need to hire someone just to manage these testing

programs and data?

§  Maybe


Question: What is a multi-variant test?

§  A testing approach that allows testing of multiple elements and packages at once. Elements may even be weighed for importance. (Available in Google Analytics)


Question: How large does a data set have to be in order for it to be valid? §  The number of responses depends on the level of

certainty you are comfortable with to ensure a repeatable results (85%, 90%), etc.

§  http://getdatadriven.com/ab-significance-test

§  You can calculate the number of responses required by using any of a number of online tools

§  https://www.optimizely.com/resources/sample-size-calculator/

§  General rule of thumb: at least 40 for each test group/control.


Question: How long should you run a test for?

§  Until you have a statistically significant result.


Question: What is the best way for a small nonprofit to generate more

individual donor leads?

§  Ensure there is an email sign up on your website

§  Find other opportunities to ask for email and give people a good reason to give it to you: Facebook and other networks

§  Ask your current leads to get leads for you


Question: What is the threshold for asking? How many times a year?

§  This depends entirely on your file dynamics. But:

§  Ask at least twice: year end (always ask at year end) and another large campaign.

§  Ensure your asks are sandwiched between cultivation: impact, stories, newsletters

§  Evaluative giving patterns and adjust by segment:

§  Some donors will always give when asked. Ask them frequently.

§  Some donors will give once a year. That’s it.

§  Others are campaign motivated.


Question: What are the key elements of a letter asking for support?

§  Depends on format (long vs. short), but generally speaking:

§  Make the case: why do you need the support? What will you do with the money and who will it help?

§  Why you specifically? Why are you better at this than anyone else?

§  Use a personal example or story if possible

§  State rather than ask:

§  “Can we count on your support?” vs. “We are counting on your support.”

§  Personalize, personalize, personalize: Name, amount, city.

§  Repeat the ask: first paragraph, PS, etc.


Question: How can smaller nonprofits find out about fundraising

opportunities? §  This list is by no means comprehensive but:

§  Reach out to your local community foundation (city or state). They may host a giving day or have list of grants.

§  Check out Give Local America (givelocalamerica.org) to see if your community is participating

§  Join your local AFP (Association of Fundraising Professionals)-they will host seminars on opportunities, etc.

§  Invest in some time with a grant consultant: they can explain grant opportunities, how to navigate them, Federal vs. private, etc.

§  Research: http://foundationcenter.org/getstarted/nonprofits/


About Kimbia

Our online fundraising and crowdfunding platform, plus digital services are built with one goal in mind: to help our customers grow their revenue. Technology should not hinder the donor or participant experience. It should speed and enhance it. Our better fundraising solutions help you quickly find, convert and retain more of your best customers and supporters, those who are acquired online and share your mission across many channels and continents. With Kimbia, you can focus on what matters most—your mission, those you serve and the causes you care about. Your success is our success! Contact us for a demo, and you’ll see why over 19,000 organizations trust Kimbia.


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smarter not harder! your questions answered

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