Smarter Not Harder! Your Questions Answered

Confidential Document: Kimbia Inc. 2016
Fundraise Smarter,
Not Harder!
Your Questions Answered
@kimbiainc #kimbiawebinars

Confidential Document: Kimbia Inc. 2016 #kimbiawebinars @KimbiaInc
Hello!

Miriam Kagan
Senior Fundraising Principal

Question: I'm not very familiar with
testing and analytics, what programs
should I start with?
§  Install Google Analytics or another tracking software
§  Follow Which Test Won: whichtestwon.com
§  Sign up for industry blogs

Question: How exactly does an a/b
test work?
§  Create testing cohorts (test group)
§  Offer two different versions of the testing scenario.
Test one element at a time. Or an entire package.
§  Track response to the measuring metric established
§  Analyze, evolve, move forward

Question: My organization doesn't
really understand testing. Do you
know a good way to get people on
board with it?
§  Show real case studies where the outcome is not
obvious (look for examples on whichtestwon.com
and industry blogs)
§  Show the monetary impact: if a test increases
response rate by 10%, we would have XX more $$
over the span of a year
§  Explain the difference between “I think” vs. “data
proves”

Question: Do I need to hire someone
just to manage these testing
programs and data?
§  Maybe

Question: What is a multi-variant
test?
§  A testing approach that allows testing of multiple
elements and packages at once. Elements may
even be weighed for importance. (Available in
Google Analytics)

Question: How large does a data set
have to be in order for it to be valid?
§  The number of responses depends on the level of
certainty you are comfortable with to ensure a
repeatable results (85%, 90%), etc.
§  http://getdatadriven.com/ab-signiﬁcance-test
§  You can calculate the number of responses
required by using any of a number of online tools
§  https://www.optimizely.com/resources/sample-
size-calculator/
§  General rule of thumb: at least 40 for each test
group/control.

Question: How long should you run a
test for?
§  Until you have a statistically signiﬁcant result.

Question: What is the best way for a
small nonproﬁt to generate more
individual donor leads?
§  Ensure there is an email sign up on your website
§  Find other opportunities to ask for email and give
people a good reason to give it to you: Facebook
and other networks
§  Ask your current leads to get leads for you

Question: What is the threshold for
asking? How many times a year?
§  This depends entirely on your ﬁle dynamics. But:
§  Ask at least twice: year end (always ask at year end) and another
large campaign.
§  Ensure your asks are sandwiched between cultivation: impact,
stories, newsletters
§  Evaluative giving patterns and adjust by segment:
§  Some donors will always give when asked. Ask them
frequently.
§  Some donors will give once a year. That’s it.
§  Others are campaign motivated.

Question: What are the key elements
of a letter asking for support?
§  Depends on format (long vs. short), but generally speaking:
§  Make the case: why do you need the support? What will you do
with the money and who will it help?
§  Why you speciﬁcally? Why are you better at this than anyone
else?
§  Use a personal example or story if possible
§  State rather than ask:
§  “Can we count on your support?” vs. “We are counting on
your support.”
§  Personalize, personalize, personalize: Name, amount, city.
§  Repeat the ask: ﬁrst paragraph, PS, etc.

Question: How can smaller
nonprofits find out about fundraising
opportunities?
§  This list is by no means comprehensive but:
§  Reach out to your local community foundation (city or state).
They may host a giving day or have list of grants.
§  Check out Give Local America (givelocalamerica.org) to see if your
community is participating
§  Join your local AFP (Association of Fundraising Professionals)-
they will host seminars on opportunities, etc.
§  Invest in some time with a grant consultant: they can explain grant
opportunities, how to navigate them, Federal vs. private, etc.
§  Research: http://foundationcenter.org/getstarted/nonprofits/

About Kimbia
Our online fundraising and crowdfunding platform, plus digital
services are built with one goal in mind: to help our customers grow
their revenue. Technology should not hinder the donor or participant
experience. It should speed and enhance it.

Our better fundraising solutions help you quickly ﬁnd, convert and
retain more of your best customers and supporters, those who are
acquired online and share your mission across many channels and
continents. With Kimbia, you can focus on what matters most—your
mission, those you serve and the causes you care about. Your
success is our success!

Contact us for a demo, and you’ll see why over 19,000
organizations trust Kimbia.

www.kimbia.com"
@kimbiainc"
"
Miriam@kimbia.com"
@miriamkagan"

15

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