Pledge Best Practices

Flickr: 401K

I'm guessing that headline got your attention. Many stations have an informational web page that explains all the ways people can support your station. Our testing shows that you'll bring in more revenue during pledge drives if you skip over this support landing page and send users directly to the pledge form. And we have the data to show it.

The idea for this particular test came out of a proven rule of thumb from the for-profit world: If you're trying to get users to give you money, fewer steps in the process translates into a higher conversion rate. The fewer pages in the funnel, the more people end up finishing.

We wanted real data on whether this truth applies to our online pledge funnels as well. So we ran an A/B test to find out.

During pledge week at stations all across the country, every boy's and girl's fancy turns to one thing: Show me the money. Teams focus on the best ways to drive awareness (and conversion), and we wonder how to best use our web site as part of the package. So we try everything: 300x250 ads, big banners, lightboxes, interstitial pages, and more.

But here's the question: What actually works? Which of these online formats actually drive increased conversion rate and pledge amount? And do the intrusive ad formats negatively affect user engagement -- do they annoy people so much that it discourages them from using the site?

We decided to run a test and find out.

Fundraising Trends for 2011

Jan 4, 2011

What will the trends in fundraising be for the upcoming year? A few industry experts give their recommendations and predictions.

Some key items that I think are particularly relevant to public broadcasting are the following:

  • The role of mobile engagement is becoming more and more important.
  • The importance of connecting and building relationships with your donors.
  • Really knowing your donors by analyzing your database.

Read the full articles: