Hitting the Sweet Spot: Testing Cadence Strategies in Direct Mail
Thursday, August 3rd, 2017
11:15 AM - 12:30 PM: Breakout 2
At a time where we're constantly being challenged by leadership to justify how much we're mailing and how frequently we're asking donors to give even though the "numbers might be good." At a time when our donors are bombarded with requests of all sorts from multiple organizations across multiple channels. At a time when we all want to be more donor-centric, but don't know how or are perhaps scared to take that jump, three non-profits, WETA, Union of Concerned Scientists, and The Wilderness Society have each embarked on tests to better understand how CADENCE should be adapted to the donor.
Each organization tested mailing fewer asks/less mail (yes, LESS) to segments of their file over an extended test period. Each group hypothesized that the test panels would raise close to the same gross; do better on net revenue, and enhance the relationship with the donor by providing better stewardship communications but fewer actual asks. And each group approached how to undertake these tests in different ways resulting in very different outcomes.
A panel discussion moderated by ABD Direct's Cathy Grams, this session will include a presentation of case studies from organizations that have lived through this test and are here to share what they've learned with other groups interested in doing the same.
Spoiler alert: It's not that we should be asking less or more; it's been about rightsizing the opportunity for each donor.
Learning Outcome #1
By attending this session participants will learn: Apply lessons learned to their own outreach fundraising strategies. Attendees will understand that donor bases can contain several different swaths of donors, with different motivations to give, and whose giving behavior can behave accordingly. Speakers will provide detail about how our segments were chosen, and will provide tips to participants about how create the test segments and put in place a valid long-term testing strategy.
Learning Outcome #2
By attending this session participants will learn: How to analyze the results of the test; understanding that this is a long term view that will need to be embarked upon by the organization. Participants will be given tips on how to read the short term results, as well as how to continue to monitor the behavior of these test segments into the future.
Learning Outcome #3
By attending this session participants will learn: Individual organization results may vary. And individual segments will respond differently to varying cadence strategies. When executing tests like these, participants will learn how to do this across various segments to understand how changes in communication volume and type can impact behavior.
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: A panel of presenters