DonorVoice presents:
Pretest Tool:
Get to rollout faster.
Realities of The New World • Cost per donor to acquire goes up • Massive competition
Current Live Testing Process • Biased (too much reliance on conventional wisdom) • Slow & Costly (A/B testing to infinity) • Inefficient (Throwing out baby with bath water) • Assumes homogeneity in target market • Lacks Innovation/Risk averse
The Problem
The Solution – A New Way to Test
• Feedback from target audience • Deceptively simple – let’s ask ‘em (how ask matters, a lot). • Behind scenes – multivariate testing on steroids
Two Applications
Existing Packages
Product Development
Existing Package
Existing Package
Nailed back-test and…. Told them what they can’t know, which is why test won.
Existing Package
Nailed back-test and…. Shifted test volume to likely winners and did not mail likely losers.
Product Development
Product Development
Testing Positioning, Price Point, Payment Terms, Imagery
Program Name
$10
Team USA Fund Image
•Together We Are Team USA
•100% of your donation supports athletes and training programs.
Message
Offer
Ask Amount
•Become a member of Program and get great benefits
•Win a trip to the Olympic Games
What is the Process?
An Operation Smile Product Development Ilustration
Program Name
Benefits
Image Call to Action
Price Point
Put Product/Program Ideas in Matrix
Component/Feature Level 1 Level 2 Level 3 Level 4 Program Name Smile Partners Xxxxx Xxxxx xxxxx
Tangible Benefits T-shirt Mug tote bag NONE
Psychic Benefits
Saves More Lives to Perform More
Surgeries
Help OpSmile operate more
efficiently Transform your life
every month xxxxx
Call to Action
Become a Partner Today
Donate to Save Lives Xxxx xxxxx
Price Point RS1 (Control reply
and letter)
RS2 (double drop cut no image reply
and letter)
RS3 (double drop cut with 4 color image
reply and letter) RS4 (love heart reply
and letter)
Biz Model 1 to 1 Community
specific Greatest need n/a
Renewal • Client provides email sample
Acquisition • Develop filter questions • Match any profile
Step Five – Conduct Survey
Wrap Up. Questions? Comments?
The Details
Informational Insert in Control
“Baby” significantly outperforms control Buckslip
Step Six – Provide Results
Step Four – Design Experiment
Step One – Chose Package Parts
•Envelope
•Letter
•Premium (front or back end)
•Combination of above
Segmented Offer Acquisition
•Female •Younger (45 to 64) •Employed (vs. retired) •Less price sensitive (test higher ask)
•Male •Older (65 plus) •Retired •More price sensitive
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