You might be surprised what works to raise funds online.
In short: Simpler is more effective.
Here are three tests from NextAfter that just might make you want to rethink how you do online fundraising:
Test #1: Simple and personal
How a radical redesign of an email appeal and donation page affected donor conversion rate.
This was a "radical redesign" of an email and its landing page, including:
- Much simpler email -- text only instead of the more designed control that had logos, a photo, "Donate Now" buttons
- More personal tone in the email that addressed the donor directly and colloquially.
- Simplified landing page: No photo, less design, overall less content.
Result: 272% increase in donor conversion. At statistically valid quantity.
Test #2: Person-to-person subject line
How a more personal subject line affects open rate
Control subject line: "Make this bold statement"; open rate, 16.9%.
Test subject line: "Checking In"; open rate, 33.6%.
That's nearly 100% increase in opens.
Test #3: Nix the video
How having a text based donation page and email vs video affects donor conversion rate
In the digital world, it's all about the power of video, right?
Maybe not. Look at this test:
Control landing page led with a 3-minute video that made the case for a donation. Conversion rate: 0.65% conversation
Test landing page: Text based (basically the same message as the video. Conversion rate: 4.1%.
That's a 527.54% improvement.
What does all this tell us?
Something like this: Keep your fundraising emails simple, uncluttered, and personal. Make them feel like they're from a person, not an organization.
