We generally think of only companies or campaigns having value propositions. For nonprofit companies, communicating the value proposition effectively is necessary for survival.
There is a value prop behind every action, including each email sent — why should people read your entire email or click through to a landing page? In the case of nonprofits, it seems this challenge is stronger, with no promise of a product at the end of the cycle.
This value proposition of action for email marketing answers the question behind why customers should take a specific action when they get your email — click.
Once people land on your page, that’s when you give them the reason to take action.
At Web Optimization Summit 2014, Tim Kachuriack, Chief Innovation and Optimization Officer, NextAfter, shared his experiences of working with nonprofits on email and landing page designs.
He explained that he was inspired at a MarketingSherpa conference a few years prior, when his page was selected for live optimization and critiqued in front of the entire MarketingSherpa audience.
Although confident that the page could more effectively communicate his value proposition, he mentioned his reservations when asking to test this page for the first time, saying,
“You guys helped me create this ugly, Frankenstein-looking version of the landing page,” Tim said. “It took much convincing and pleading, and many adult beverages. I convinced my client to actually let us, in fact, test this.”
It resulted in a 274% increase in revenue for the nonprofit.