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Devin D. Thorpe

Devin Thorpe

Nonprofit Research Lab Records 1000th Online Fundraising Experiment

NextAfter logs 1000th experiment to help online fundraisers learn what works to grow revenue.

Press Release – Frisco, TX, March 13, 2018 – NextAfter, a research lab and consultancy working to help nonprofit organizations grow their online fundraising, has reached 1000 experiments in their ever-growing library of online fundraising research.

While much of the nonprofit fundraising world lags behind their for-profit counterparts in the area of optimization and innovation, this volume of research outlining what works – as well as what doesn’t work – to raise more money online can help organizations take steps forward towards real growth.

“Most fundraisers rely on best practices to grow their fundraising. But if we’ve learned anything from 1000 experiments, it’s that best practices don’t cut it anymore,” said Tim Kachuriak, the Chief Innovation & Optimization Officer for NextAfter. “They may be a starting place to build from, but it’s incredibly rare that a best practice strategy is actually the best performing.”

The 1000th online fundraising experiment was conducted with Boys Town, an organization working to change how the world cares for children, families, and communities by helping those suffering from abuse, addiction, abandonment and violence to reach their potential.

In this experiment, Boys Town wanted to increase traffic to an email sign-up page via Facebook advertising. The original ad used copy that was focused on organizational goals. But the treatment ad altered the copy to emphasize the value of the offer to the end-user.

The user-focused ad saw a 27.7% increase in clicks to the landing page. While this number is great for Boys Town, it’s also further validation of one of NextAfter’s central hypotheses about online fundraising: people give to people.

This experiment, and all 1000 online fundraising experiments, can be found in NextAfter’s public online research library. While their research library was originally built just for their own use, today it has grown to showcase the optimization work of 52 nonprofit organizations.

“When we first started the research library, I don’t think we really understood how big it would become” said Kevin Peters, Chief Technology Officer for NextAfter. “It has been amazing to see it grow, to hear from so many different nonprofits about the ideas they’ve pulled from the experiments, and to see how it has positively impacted their fundraising efforts.”

You can read the full details of the 1000th experiment as well as the most significant learnings from the full volume of experiments at

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