MarketingExperiments’ Marketer’s Creed, Article 1, states:
“People don’t buy from companies, from stores or from websites; people buy from people. Marketing is not about programs; it is about relationships.”
NextAfter, an organization dedicated to helping nonprofits discover what truly makes donors give, put this concept to the test during an end-of-year fund-raising push. Tim Kachuriak, the company’s Chief Innovation and Optimization Officer, is so passionate about this cause that he cut his family vacation short and flew cross-country to join us in the studio for the most recent MarketingExperiments Web clinic to share his results and show how what NextAfter learned could benefit any organization.
Background: The Heritage Foundation, a think tank, was soliciting end-year donations.
Goal: To increase donations.
Research question: Which email treatment will generate the most revenue?
Test: A/B split test
This email drips with formality and reads like a direct-mail piece. It begins with “Dear Fellow Conservative” and goes on to exhort the reader to “make a bold statement by standing with the Heritage Foundation.” It is signed by Jim DeMint, the foundation’s president.