baltimore Buildings
baltimore Buildings
baltimore Buildings
20NTC Session

Nancy Drew & the Case of the Disappearing Donors


Struggling to break through the noise in a crowded inbox, Nancy and her pals set out to solve a mystery: How to find new donors and help them successfully navigate (or complete?) an ever-elusive donation page.

Discover which clues Lautman and a major national advocacy organization used to identify declining trends in donation page completions, navigate the map of an extensive donation page redesign, and test, test, test to discover the right combination that helped this nonprofit find their missing donors and increase their donation-page completion rates.

Learning Outcomes

  • Analyze and interpret key datapoints to inform donation form redesign.
  • Advocate for internal support and budget needed for redesign & testing.
  • Develop thorough testing plans to create quality donation forms.

Target Audience

Digital Fundraisers, data enthusiasts, and mystery buffs.


Case StudyDonor Retention


Lindsey Twombly

Digital Production Specialist

Lautman Maska Neill & Company

Lindsey has an innate passion for “figuring it out” when it comes to executing digital campaigns and pushing the limits of technology. As a Digital Production Specialist, Lindsey brings passion, commitment, and humor to all her work – whether its producing clients’ digital fundraising and advocacy campaigns or advising on innovative tactics or technology.

For over 15 years, Lindsey has been developing and executing digital campaigns in the nonprofit sector, including 10 years as the Deputy Director of Online Strategy for the Human Rights Campaign. She’s led multiple eCRM migrations, led massive redesign projects, tested and analyzed campaign results, and more. Lindsey is a graduate of Central Washington University with a degree in Sociology.

In her spare time, Lindsey can be found fielding grounders on her softball team, searching for geocaches with her family, or napping in a hammock.

James Servino

Deputy Director, Online Strategy

Human Rights Campaign

James engages HRC’s more than 3 million members and supporters to take action and donate to support LGBTQ equality with HRC through email, text messaging and social media. He has worked for over 10 years at the Human Rights Campaign, primarily in digital fundraising and advocacy. He spent 2 years working on Guam as chief of staff in the legislature where Guam passed fully inclusive workplace protections and became the first U.S. territory to pass marriage equality. Chicago is home.





March 25, 2020


10:30am – 11:45am



Collaborative Notes

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Session Evaluation

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