The Underlying Sentiment: A Quantitative, Analytical Approach to Creative Messaging
Thursday, July 11th, 2019
11:15 AM - 12:30 PM: Breakout 2
How do your donors really feel about the messages you're sending them? What if there was a way to quantify your messages, tone and copy to really drill down to what's working and what's not? In a time when getting our mission and voice to stand out in a sea of online ads, emails and letters, what actually works? National Audubon Society has worked with Stagecoach and Sea Change to conduct effective analysis and testing to find the right balance between our changing world, the pressing environmental issues we face, and Audubon's bird-focused mission--and how to use all that information to raise more money. Using a sentiment analysis of over 800 emails we sent, we will use the results to test our messaging in the next 6 months, with further results to present at Bridge. We also conduct monthly surveys of our mid-level donors to see what type of issues are most important to our donors, and use that to guide creative strategy across the fundraising program as a whole. We intend to have strong, concrete examples of testing results and creative samples.
Porter Mason, VP Strategy at Stagecoach, and Mark Rovner, Principal at SeaChange Strategies, will be my co-presenters.
Learning Outcome #1
By attending this session participants will learn: Look at different ways to quantify the underlying message in fundraising appeals.
Learning Outcome #2
By attending this session participants will learn: Understand effect ways to survey donors on what they're receiving, what they think of it, and what they want to change.
Learning Outcome #3
By attending this session participants will learn: Take away ways to incorporate similar analysis in their own programs.
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: A panel of presenters