Campaign journey in Apteco Orbit
Which ask turns a one-off donor into a monthly one, and how do you know? One tested ask a year, kept and improved, beats a new untested one every time.
Sample charity: the people and numbers in these screens are made up, so the picture shows the tool, not a result. Scroll inside the journey to read it all.
The regular giving ask is the most valuable email most charities send, and the least tested. This journey splits supporters by what they already do, and tests two versions of the increase ask.
Regular giving starts from Active supporters and sorts them with an Audience Split on Donation status.
The audiences and pathways this journey works with, and how to build journeys like it.
The three branches are three different conversations: thank the regular givers and ask for a little more, show the one-off givers what regular giving is, and warm up everyone else. Keep the A/B test: change one thing between VerA and VerB (the amount, the subject line, the image), run it for a cycle, and read the two results on the Overview tab before you pick a winner for the next run.
The regular giving ask is the most valuable email most charities send, and the least tested. This journey splits supporters by what they already do, and tests two versions of the increase ask. One tested ask a year, kept and improved, beats a new untested one every time.
Regular giving starts from Active supporters and sorts them with an Audience Split on Donation status.
Regular givers get Powering our cause, a 4-day wait, then an A/B Test Split (Email) called Increase in donations test: half get Increase donation VerA, half Increase donation VerB. A week later an Interaction Split (Engagement Check) sends the engaged to Where your money goes and Donation increase ask. Non regular givers get We can not do this without you, then Intro to regular giving, Committed giving, committed help and Could you be a regular giver?, with an engagement check between. Other supporters get Our plans need you, Donation matters and Your actions matter, with a Comms check.
The three branches are three different conversations: thank the regular givers and ask for a little more, show the one-off givers what regular giving is, and warm up everyone else. Keep the A/B test: change one thing between VerA and VerB (the amount, the subject line, the image), run it for a cycle, and read the two results on the Overview tab before you pick a winner for the next run.
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