Quick Tips and Checklist for Fundraising Conversion Optimization

Problem Statement

You know you need to get more out of your digital channels—whether it’s fundraising, advocacy, or engagement—but what can you do to maximize your results?

Come to this session to learn how to mine your analytics to improve your fundraising conversion funnel. We’ll walk you through how to create a testing and conversion optimization roadmap, how to design better tests, how to set up tests correctly and when it makes sense to test and when it doesn’t. You’ll also discover new ways—and great tools—to make your tests statistically valid.

Three fundraising conversion experts will share best practices and real case studies from Human Rights Watch, the American Diabetes Association, BrightFocus Foundation, and more. This session will leave you with tons of ideas to optimize your website, email program, and advertising to boost your response.

Key takeaways:

  • How to identify website obstacles to giving or engaging
  • How to create a test map and calendar—and why you absolutely need to
  • How to create a test hypothesis
  • Tools and calculators you can use to test
  • How to use testing results across channels—from advertising and SEO, to email and website

You’ll also walk away with a free testing checklist you can use to guide your future tests.

Liz Murphy
Beaconfire RED
Liz Murphy is EVP and Partner at Beaconfire RED, a digital experience agency offering marketing strategy, UX and design and web development for nonprofits. Liz is an integrated marketing and fundraising expert with in-depth knowledge of direct response fundraising and marketing, digital strategy, ecommerce, conversion optimization, and creative strategies. Before joining Beaconfire RED, Liz was president of RedEngine Digital, a digital marketing and fundraising agency that helped nonprofits such as CARE and the American Diabetes Association drive engagement, revenue and brand reach. Prior to RedEngine, Liz was an Internet Strategist for AppNet, directing digital fundraising, advocacy and technology development for the ACLU and Heifer International. Liz started her career as a copywriter and then Associate Creative Director, Marketing, for the National Geographic Society. Liz is co-chair of the Education Committee and a member of the Board of Directors of the Direct Marketing Association of Washington Educational Foundation. She is a regular speaker at the DMA’s Digital 201 Conferences and is an adjunct professor of Marketing at the American University in Washington, D.C., where she teaches digital marketing.

Brian Rogel
Beaconfire RED
Associate Director

Jen Boland
Beaconfire RED
Analytics and Conversion Lead

Sara Hoffman
Beaconfire RED
Digital Analyst and Optimization Lead
Sara Hoffman is a digital analyst and optimization lead at Beaconfire-RED. Most recently, she was the web traffic analyst for the World Wildlife Fund, managing website tracking via Google Analytics and Google Tag Manager. Sara has over 10 years of experience in the non-profit tech arena, including environmental, higher education and arts organizations. Formerly a web developer at Blackbaud/Convio, Sara has a wealth of knowledge on the Luminate Online platform from working with clients such Planned Parenthood, Humane Society of the United States and American Lung Association. Sara is passionate about documentation, robots, bacon and penguins and currently lives in NE Washington DC with her wife, daughter and 3 cats.