Segmented Ask and Multiple Donation Forms

Jennifer Williams 2 · November 2010

Hello, all.

So, this is our first EOY online appeal. We have about 6,000 valid emails. About 2,000 of these are "old" traditional donors. The other 4,000 are parents of young children who have recently used our LOCATE: Child Care service. I strongly suspect that many/most of these young parents are new to the concept of philanthropic donation (except maybe for their place of worship, if that). So, I want to try to engage them and bring them along gently.

To that end, we are segmenting our EOY appeal. To support the gentler "ask" to the young parents, I want to have a donate page that lists very modest amounts. Can we have two donation pages active at the same time?

And can we have two autoresponders to say thanks? I want to give the parents some "next step actions" that are specific to them, including a survey.

thanks,

Jennifer

Alicia Searfoss · November 2010

Hi Jennifer,

We've done the same thing with using two different donation forms, which would have their individual autoresponders. For us, we created two different donation campaigns, instead of two forms within one campaign. Our synch is a little fussy, so we had to do this for tracking offline. It's also helped when we needed to set different goals at the campaign level.

In the email itself, we used group conditionals so that one group would be pointed to form#1 and all others would be pointed to form#2. (You could create two separate emails as well, but if most of the message is the same, one email would be easier. Sometimes, though, if it gets too complicated, I'll create the initial email, then copy it and adjust links/content as needed on the copy for the other group. )

Probably too much information, but if this didn't help, post back.

Regards,

Alicia

Rachael Ahrens · November 2010

Your first step is to segment your "new" donors into a group in C360. We'll use that group as your email audience and suppress that group from your main audience.

Next, you need 2 donation form. You can make a copy of the donation form we created for your Go! EOY campaign and adjust the giving levels as needed. (BTW, you can do that task right now because your form is already created in your admin tools. We got a head start on some of the EOY production.) Like Alicia said, you can create 2 separate fundraising campaigns, but I believe you don't need to go go that far. Just making a copy of the donation form and including it in the same campaign as your Go! form will work nicely for you (and help simplify reporting down the road). Get both your form and respective autoresponders perfected and publish both forms.

Now for the email messages...While you can do what you wish with conditional content, I recommend created 2 completely separate messages. I like to be able to report on each message individually generally. Since this is a new group of donors, I suggest you keep the messages separate so you can tell how your old donor perform independent of your new donors.

Once we get your EOY guide and build out your messages, make a copy of each message and name it something really obvious (I ask that you do this since I'll personally be scheduling your Go! messages and I want to make sure I'm working with the correct ones. ) Edit the copied messages by pointing all the original links and buttons to your new donor form. Easy as pie.

Be sure to note in your EOY guide that you want your new donors suppressed from your Go! messages and that you'll be copying each message and sending to your new donor group. That way, your Go! Consultant (uh huh...me ) will know your audience intentions.

This will be very interesting once we get the stats back.

Good luck!!

rachael

Segmented Ask and Multiple Donation Forms

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