The SPCA of Texas is the leading animal welfare agency in North Texas with two shelters and three spay/neuter clinics located in Dallas and McKinney, and serves as an active resource center providing an array of programs and services that bring people and animals together to enrich each others’ lives.
Strategy Driven by Data
A/B
email testing
150%
increase in memorial gifts
142%
increase in donations
A/B
email testing
150%
increase in memorial gifts
142%
increase in donations
“The SPCA of Texas and RKD are true partners, and this partnership has allowed us to increase our reach and fundraising by percentages well into the double digits.”
Vice President, Communications
The Challenge
What Brings In More Gifts?
SPCA of Texas sent out multiple animal rescue stories in March and was trying to decide whether or not horse rescue stories would bring in higher gifts or more overall revenue. They also needed a better platform for Memorial Giving, which was buried in the “Ways to Give” section of their website, because people had called looking for the option.
The Solution
Multivariate Testing
RKD split-tested Horse Rescue Stories vs Dog/Cat Rescue Stories to see if horse rescue stories would bring in higher gifts.
To make the option for Memorial Giving more accessible on the website the solution was simple: make the option more visible. RKD maximized visibility by adding a link under the DONATE button in the navigation on the homepage of the website.
breakthrough
Conversion Optimization
The split test made it clear the Dog/Cat Rescue Stories were stronger in all aspects:
– Open Rate (15.41% vs 14.96%)
– Click Through Rate (1.16% vs 1.13%)
– Response Rate (0.20% vs 0.11%)
– Total Amount Donated ($11,908 vs $4,905)
The link added for Memorial Giving on the website’s homepage was also a success – yielding the robust result of a 150% increase in the number of memorial gifts.
