Resources: The Conversion Calculator

30 Nov 1999

How to optimise your conversion rates with small changes to create big wins.

You only get one chance to make a first impression. The experience that new and existing supporters have when they choose to join you on your journey can make or break your targets.

Creating amazing marketing campaigns that delight and inspire may get people through the door but you're leaving money on the table if your acquisition funnel isn't converting. It sounds like a cliché but making small tactical changes can make a big difference.

That's why we've created the conversion calculator to help you smartly invest your time and budget in the actions that will make the biggest impact.

Get the Conversion Calculator

You'll be prompted to make a copy for yourself.

So how does it work?

I'm going to show how 2 very small tweaks working together could lead to a significant uplift in fundraising dollars.

The conversion calculator helps you map your entire fundraising journey and figure out which key interactions have the biggest potential.

Let's take a look at some scenarios that showcase the calculator in action.

Scenario 1:

'I get lots of traffic, but not many sign ups to my event.'

Let's say you currently have 40,000 people that see your ad. Of those 40,000 people, 2,000 people (5%) are interested and click your ad to sign up. But of your 2000 leads, only 1200 (60%) sign up. Of those, only half decide to fundraise, and together they raise $176,400. Not bad right?

But what if you optimised your registration flow and increased your conversion rate by 1%?

Metric

Existing

By optimising registration flow by 1%

Traffic

40,000

-

Clicks

2,000

-

Sign ups

1200

1220 (+20)

Activated pages
(donations received)

600

610 (+10)

Event total

$176,400

$179,340 (+$2,940)

Scenario 2:

'Lots of people create pages, but they don't all raise any money'

So you've got more people signed up, more have pages, but they’re not all fundraising yet. You can kick start fundraising pledges by encouraging a self-donation or triggering an email, to help optimise your page activation by another 1%.

Metric

Existing

By optimising registration flow by 1%

Traffic

40,000

-

Clicks

2,000

-

Sign ups

1220

-

Activated pages

610

616 (+6)

Event total

$179,340

$181,104 (+1764)

So by making two 1% changes, your event total has increased by $4,704. Consider then if the changes you make lead to a 5 or 10% improvement at any point in the conversion funnel - what that could mean for your event

Have a tinker with the numbers, see what's possible, and let us know if we can help make it a reality.

Get the Conversion Calculator

You'll be prompted to make a copy for yourself.

If you’d like further help please pop in a support ticket from your admin and our team will assist you.

Keith Williams
Chief Operating Officer

Funraisin, UK team

Keith's career in technology, has mostly been focused on his passion and obsession with connecting people with experiences and impact that matter and has led some of the largest social giving platforms helping raise over £6 billion whilst connecting millions of users with causes and activities they care about. Keith also led the International market of US tech-based event registration and ticketing platform for that powered 100,000 organiser's events and 100million registrations each year. He now focuses his time supporting and leading the global operations at Funraisin.