It's important to track the success of your messages to improve how you communicate with your audience. When it comes to fundraising, this means analyzing what works so you can focus on it during your key campaign. For brand or mission-awareness, you want to identify the imagery or language that resonates best with your target audience and the purpose of your message.
Giv2's analytics feature, especially when using multiple QR codes, can assist you in testing both your current and new messages during fundraising campaigns.
There are also other ways to obtain feedback and insights:
1. Newsletters
Use your existing newsletter readers to give you feedback – do some A/B testing of new messages. How about getting their feedback in the lead-up to a new campaign launch? You could even over time identify a core group of people that love “helping” you test messages for future / wider campaigns. Consider this:
Set up 2 identical pages on your website that simply says: Thanks for your feedback. Behind the scenes, call them A and B.
Add a new feature in your monthly newsletter - called: Rate our "poster" or "message".
Now include both versions of your poster, or key message and ask people to click on the one that best speaks to them.
Most software used to send electronic newsletters should have a way of telling you if people clicked on the links in your newsletter - and which link.
This is a quick and easy way to get your existing engaged audience to give you feedback on your messages. And it is a great way to include people, make them feel engaged and become more invested in your organisation's success.
2. Social media
Being able to see people engage with your posts is one thing... but are you actively tracking the engagement with your social media over time? If you post to social weekly, then do this weekly. If monthly, then track this monthly. Here's what to do:
Weekly, or Monthly (depending on your social posting cycle) look at the last 10 posts you did.
Use a simple Excel tracker, to write the names of the posts down the list, and across the top add ‘today’s date. Then write down the number of likes, shares, and comments on this day for each post.
Doing this regularly means you won’t have too many new posts to add to your list, and you can quickly just scroll back in and add the new numbers as of today’s date.
This has a two-fold purpose: 1) it lets you see which posts get the best engagement. 2) It shows you how the engagement trends over time per message. Do you get a spike of engagement in the first few days, then nothing, or do you get a constant increase? Do your different types of messages get a different response curve?
Now ask: "What does all of this tell me about your followers/readers"?
3. Past campaigns
You might want to also consider your successful and not-so-successful campaigns. Why do you think of them as successful or not, based on what criteria?
The key in all of this…
is to compare and consider the differences you have used in language, visual elements like images, colors, layout, volume of text vs. images, whitespace, etc.
Final thought:
Don’t forget to account for context. . . tracking your analytics is key to understanding your audience - but know the impacts that context can have. For example: if you are the lead responder/supporter organisation in the middle of well well-publicised crisis, you’ll get a different engagement than your standard run-of-the-mill communications.
Thanks for reading
Please check out our other blogs too.
About me: Hi, I'm Jay co-founder of Giv2. In this 'a thought 2consider' series of blogs I aim to draw on my bit-of-everything-background and crazy experiences to share some useful, or useless thoughts. I leave it up to you to decide...
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