Creative Campaigns & Testing
To the ASPCA, one of Springboard’s strongest selling points was the ability to create unlimited, fully customizable forms. The ASPCA team is always experimenting with new ideas for campaign approaches and content presentation—but they are also fundamentally committed to testing and optimizing based on what they learn. Springboard has allowed them to experiment with one-step and multi-step forms using an endless array of layouts and form approaches; test the performance of special form elements like recent donor and recent advocate lists and creative form goals; and run list-building campaigns such as pet photo contests and surveys. For example, when they added a recent donor list to one of their donation forms, the ASPCA team saw a slight decrease in conversion, but an impressive 10% uptick in average gift amount, making the donor list a core component to integrate in future form tests and designs. They also found through rigorous testing that multi-step forms consistently outperform single-step forms for larger screen sizes, so the organization now uses multi-step forms for most desktop and tablet fundraising but single-step, mobile-responsive forms for smaller screens.
The ASPCA uses Optimizely for its content and creative tests, which works hand-in-hand with Springboard as a multivariate testing tool. This year, they will also introduce heatmap analytics to collect more precise form-specific performance data.
When the ASPCA’s fundraising and advocacy lists lived in separate systems, internal teams struggled with coordinating communications and asks. It was also impossible to achieve a holistic view of each supporter, which prevented the organization from targeting messages based on specific interaction criteria. With comprehensive supporter data in Salesforce, the ASPCA can now pursue an integrated fundraising and advocacy strategy. The team tracks supporter engagement and behavioral trends to avoid over-messaging across all channels—including multiple email newsletter streams, action opportunities, and fundraising asks—and to micro-target supporters based on past behavior.
We can now ensure that everything works together in a coordinated way using the same messaging. This has been an effective way to stay on the radar of supporters and engage them, without having them feel inundated with different messages. Sam RichDirector of Digital Marketing, ASPCA
With its previous custom-built software, the ASPCA had to allocate extensive budget and staff time to code all new functionality from scratch. This resource-drain prevented the team from tailoring campaign assets to their diverse audiences, forcing them to use a more bulk, ‘one size fits all’ approach to marketing. With Springboard, ASPCA staff now extensively personalize their form functionality and database mappings. Personalized donation forms based on supporter profile and behavioral data have boosted conversion rates and saved time and resources, which are now being used to create new marketing campaigns.
The freedom to make so many custom forms has enabled us to increase spending on digital acquisition and commercials. Ayumi StubbsSenior Director of Digital Marketing, ASPCA
In addition, the ASPCA team consistently partners with Jackson River to develop new Springboard features. Some, such as a custom Amazon Payments transaction flow and specific peer-to-peer registration process, are unique to the ASPCA’s strategy. Other features, including the ability to offer multiple ask amount strings within one donation form and a recent-donors list component, held potential value for all Springboard users, and so have become core functionality available to all organizations using the platform.
Targeting & Segmentation
The ASPCA’s previous systems lacked sophisticated targeting and segmentation capabilities, meaning that staff had no choice but to send the same donation appeals and action requests to their whole list, rather than tailoring the messaging and approach by audience. With their new behavioral and interest-based segmentation capabilities, the ASPCA now targets campaigns and messages based on past behavior, such as detailed donation history data, geolocation data, and social share and referral data. Using marketing-automation best practices, the ASPCA’s email campaigns are both personalized and tailored to behavioral triggers, including email series to orient and engage supporters based on how a constituent first interacted with the organization and their recent activity.
For example, supporters who take action on an advocacy campaign are assigned interest flags for issues such as farm-animal welfare, which we then use to promote topically-related engagement opportunities. Sam RichDirector of Digital Marketing, ASPCA
Tracking & Market Source Data
While their previous systems lacked in-depth tracking mechanisms, particularly across channels and systems, the ASPCA can now follow supporter behavior across multiple touchpoints and activities.
Tracking that gets picked up by Springboard and put into Salesforce has been a huge benefit. There is market source tracking for everything. Ayumi StubbsSenior Director of Digital Marketing, ASPCA
ASPCA’s marketing strategy relies on market source data for all visitor interactions. For example, the digital team uses market source to track the placement of a donation ask or banner on the website, with behavioral data then feeding into Salesforce. This data is then used to optimize the website and engagement forms to promote higher conversion rates. Additionally, based on comprehensive reporting on their overall email effectiveness, the ASPCA is also making significant improvements to their overarching email strategy, consolidating multiple stand-alone emails into holistic campaigns with a coordinated, time-sensitive narrative arc and supporting asks.
Before implementing Springboard, the ASPCA had experienced repeated performance issues, including consecutive days of fundraising downtime and significantly-delayed email sends during year-end fundraising. These persistent problems negatively impacted the ASPCA’s revenue and supporter experience, as well as wasting dollars spent on paid advertising across channels. Since moving to Springboard, performance has been reliable and predictable. The infrastructure successfully scales to handle spikes in transaction volume associated with record giving and action windows, such as Giving Tuesday and the last week of the year. Being able to trust Springboard’s performance allows ASPCA staff to focus on constituents and results, and ensures advertising dollars are always put to good use.
We no longer have to worry about the back-end, hosting, and everything else that happens behind the scenes, because we just know that it’s being taken care of by people we trust. Ayumi StubbsSenior Director of Digital Marketing, ASPCA