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What testing showed one organization

by The NonProfit Times - May 10, 2011

Amnesty International USA had two major goals when during multivariate testing for its Web site: raise more money and acquire new donors.

Isn’t that what every nonprofit wants?

Nick Allen, CEO, and Dawn Stoner, senior account executive, both from Donordigital in Berkeley, Calif., and Milo Sybrant, online fundraising manager for Amnesty International USA, shared some results of the testing at NTEN’ s 2009 Nonprofit Technology Conference.

Small changes can make huge differences, positively and negatively, but nonprofits need to test the results to see what wins. Here is what they found:

  • Email appeal landing page. For this test, there were three possible variations for two test variables, the header and the button. The button differed on color, size and copy. The best performing creative lifted the conversion rate by 22 percent and raised $3,000 more than the base.
  • Google search donation page. Amnesty International USA tested four variables: introductory text, mission copy, gift string layout and one column versus two column forms. In one month, the winning creative increased conversion rates by 40 percent and netted $72,000 in incremental revenue in that month.
  • Email donation page with an A/B test. The hypothesis was that non-donors on the email file would respond to conservative gift strings. But the organization decided to test this theory out. The conservative gift string had a 15 percent better conversion rate but only raised 1 percent more money because the smaller suggested amounts reduced average gift size.


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