In this webinar Mark Stewart, Head of Marketing and Fundraising at Greenpeace Australia Pacific, discusses the increased role testing has played in all fundraising, marketing and communications activities at Greenpeace in the past twelve months. To view this webinar visit: http://www.blackbaud.com.au/notforprofit-events/webinars/past

1. Separating
Fact from
Fiction
The true benefits of testing
Mark Stewart
Greenpeace Australia Pacific

2. Discussion of test results
“Community Building” results
Current “best practice”
Fundraising ask

3. 1. Campaign Pushes
2. Acquisition of donors
through TM conversion

4. Percentage of NEW sign ons,
leaving email and phone

5. Community building triggers
 Paid
promotion – not so good
 You tube – link to social media
distribution
 Facebook – sharable
 A particular moment in time
 Supported
by mainstream media
 Public support/outrage
 Follows the news cycle
 Fair-weather friends

6. Online Conversion
the Obama effect

7. 500 tests over the campaign
Overall
49% increase in
conversion on donation page
161%
up
increase in email sign

8. Biggest factor to conversion

Faster page loadings!
14% increase in conversion

10. Get specific – make it clear

11. Putting the donor in the picture

12. Donation page

13. 5% increase

14. How are
Greenpeace
testing these
things?

15. Tax Appeal results
Tested
landing pages
Return form
Ask letter
Language – more direct
Suggested amounts – per
segment

16. Control donation landing page

17. Test A landing page

18. Test B Landing page

19. Results – conversion to
donation
% change to
control
Control
Test A
Test B
% Conversion -
-3.2%
+5.0%
Avg Gift
-18.3%
+21.9%
-
After 1 week……

20. Direct Mail test on gift amount

21. Test DM cash gift ask x 2
latest gift
Segment
RR %
change
Income %
Change
Avg Gift %
Change
TEST: Cash - <12mths - $5-$499 – 50+ or unknown
-7.3
16.8
25.4
TEST: Cash – 13-24mths - $5-$499 – 50+ or unknown
-1.8
40.8
43.3
-20.9
5.9
14.8
TEST: Active RG – Signup more than 9mths ago - $5-$499
– 50+ or unknown
Higher ask (x2) or last gift
When looking at existing RG – impact was less and opt out spiked

22. Donation Form
DONATE FORM - TIGER APPEAL
Old template - 21.4% conversion
https://www.greenpeace.org.au/secure/appeal/end-of-year-2013/
New template - 21.7% conversion
https://www.greenpeace.org.au/appeal/end-of-year-2013/

This test is still running and more data is needed to find a
clear winner. At the moment it seems like the new style
design doesn't convert significantly better than our current
template. We intend to run more tests on these designs this
year to increase conversion.

23. Old template 21.4% conversion

24. New template 21.7% conversion

25. But not everything new is better
SHARKFINNING PETITION
Old template - 77.4% conversion
https://www.greenpeace.org.au/action/?cid=56
New template - 72.8%
conversion
https://www.greenpeace.org.au/action/?cid=49

26. 1.
Our old template is the clear winner.
It converts 4.6% better. In real terms, the old template
would have given us around 1,000 extra signatures on the
petition had we used it from the start.
2.
The mandatory opt in did not suppress conversion
significantly.
We still have around the same number of conversions
regardless of the opt in style. This means the mandatory
proposition should increase new leads generated from
our cyber-actions without compromising overall petition
numbers.
In conclusion, the old style template converts better.
However, the design itself looks ugly and feels dated. We
intend to rebuild this design to make it look more modern and
up to date and then re-test.

27. New template –
72.8% conversion
Old template - 77.4%
conversion

28. Next Steps
 Load
times
 More testing – more adventurous
 Text
 Pictures
 Timing
 Save payment info – for easier repeat
 User Testing – not volunteers, or GP
family

29. System factors
Email
system – manage fast
turn around and workflow
management
Continue to use Optimisely
Database interaction
Improved reporting

30. Thank you
Question?