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In this post, part of our testing blog series, I’ll talk a bit about some things you might consider testing, and—probably even more importantly—some things you might not want to test. This is all the more relevant if you’re managing a smaller list (say, fewer than 100k active members). As we’ll discuss in future posts, it takes huge sample sizes to reliably detect relatively small differences in two testing segments, so you’ll want to reserve your testing for factors that are likely to have larger effects on your goals, like subject lines, for example.

But to begin, we should be on the same page regarding why we test. It’s pretty simple. We tend to be pretty bad at guessing what will happen, so it’s often better to let data inform our decision making. For instance, when sending an email, should you go with a negative subject line like “This Republican is the worst!”, or a positive one like “Sally Jane is a great Democrat!”?

This trivial example allows us to demonstrate an important testing concept. Testing is only a tool; it’s not the final judge, nor does it say anything about the appropriateness of your content. If “This Republican is the worst!” isn’t in congruence with your campaign/organization’s messaging and mission, then you shouldn’t test that subject line, let alone use it for an email to your entire list.

So, then, assuming the subject matter is in-line with your messaging and mission, what’s something you should test, even with a small list? Subject lines could be one, but there are other things that could have a big impact on your action rates. What comes to mind first and foremost is email content.

By this I mean writing two completely different emails, whether they’re about the same thing or completely different concepts. The varied factor could be anything from your topic and theory of change to your tone and word choice. Even ostensibly similar emails—let alone drastically different ones—can yield very large differences in results. We at ActBlue, for example, regularly test at least three different fundraising emails for every one that we end up sending to our full list.

For one of our most recent email blasts, we sent four different email drafts, a couple of which were quite similar. The results? The best-performing draft brought in over triple the number of donations as the worst-performing drafts! So, here’s a clear case in which performing a simple test can lead to much higher action rates, whether you’re looking for signatures on a petition or donations to your cause.

content_testing_11

It might seem that writing three or more email drafts for every send is a bit much for a resource-constrained organizer. If that’s the case, you should still be message testing periodically, say, once a month or so. The goal here is to ascertain the biggest button-pushers for your list members. A standard example is testing the performance of an email highlighting the negative characteristics of your opponent against the performance of an email highlighting the endorsement of your candidate by a local community leader. This is a less resource-intensive way to gauge the temperature of your list and see what resonates with your list members.

So if the content of an email is something that is definitely worth testing, what are some things that small campaigns shouldn’t test? Well, anything that you expect won’t result in a large percentage difference between your test segments. For example, you certainly could test four differently colored donate buttons, but you shouldn’t.

Chances are, you won’t see a significant advantage in one of them over the others. How do I know this? Well, I can’t claim 100% certainty (nor can any honest analyst), but whenever we at ActBlue or some of our larger partners have tested something very small like this, we’ve seen that result.

For example, we wanted to run an A/B test1 on our contribution form to find out whether we could increase the conversion rate by removing the header, “Employment Information” above two of the FEC-required fields. To see what that looked like (and for some more A/B test examples), check out this blog post. We knew that it would take us close to 150,000 page views to reliably detect the small percentage difference in the two segments of the test we required to make a permanent change to our contribution form. I’ll talk more about determining required sample size in a later post, but for now, the point is that it took a lot to get a little.2 If you manage a smaller list, that means sending dozens of emails for a relatively minor gain, and that’s not worth your time.

Of course, context matters a lot, and in this case, context is your email program and your members. So, the final word is that if you really, really want to know, you should indeed test something for yourself instead of taking someone else’s word for it. But you’re much better off focusing on testing more meaningful factors (like your messaging) that are likely to result in clear and large differences. For the small things, you can learn from the organizations that have the resources to test small nuances. If you subscribe to numerous email lists, you’ll get a good gauge of what community best practices are at a given time.

Testing one email draft against another tells you exactly one thing: which (if either) is better. It doesn’t, however, tell you some things that can be quite valuable: Do members of your list tend to prefer positive emails or scare-to-action emails? Do they tend to respond well to fun, edgy language or slightly more formal language?

One A/B test won’t provide much of an answer to questions like that, but repeatedly testing two different email styles—like short, punchy emails against longer, more descriptive emails—over time can help you understand the style of communication your list members prefer, and therefore help you write emails with better action rates.

As you go on and develop your testing program, examining other questions like how much money to ask for in a fundraising email, how to best segment your list, and so on becomes more important and makes more sense from a cost-benefit perspective, too.

But to start, remember: make sure what you’re testing fits in with your organization’s messaging, plan a test that has a plausible chance of realizing big gains, and, more than anything else, work on honing your messaging. You’ll need to start out with bigger questions—and, therefore, more general tests—about your list members and eventually narrow down to the specifics.

The next post in our series about testing will talk about some essential factors involved in setting up a test, like setting up your groups and determining your required sample size. Expect that one to be published next week, after Netroots Nation.

Footnotes:

1 “A/B test” is an informal term for statistically testing two variations of some singular factor against each other in order to determine which, if either, is better for your desired outcome.

2We have millions of people land on our contribution forms each month, so for us, there’s a huge payoff to testing minor details that result in small percentage-point gains. It’s thousands of tests like this one over the years that make our contribution forms so successful. But this is our context— running a testing program with a small list is a totally different game.

Recurring pledges are like gold. There’s a reason why they’re often called sustaining contributions. Building a base of recurring donors can have a huge impact on the sustainability of any organization, including campaigns.

And now we’re making it easier for you to raise more long-term recurring contributions. Introducing: infinite recurring!

You’ve got a choice: ask people for a recurring contribution for a defined number or months (old standard), or ask them for one with no expiration date (new!). You can also choose not to have a recurring option, but we don’t recommend it (I’ll explain later.)

Here’s how you do it: Go to the edit page of any contribution form. Scroll down till you see this:

recurring toggle

Click on it to expand. It’ll look like this:

recurring options expanded

Select your radio button and then scroll down and hit submit. Yep, that’s it.

ActBlue got it’s start helping candidates raise money for their campaigns, which are built in two year cycles, so we allowed folks to set up recurring contributions for up to 48 months. The assumption was that donors would feel more comfortable signing up for a recurring contribution that would be sure to end at some point. These days, more and more organizations, who are around cycle after cycle, are using ActBlue. Plus, the way people use credit cards has changed and we have a whole system to let you extend/edit/add a new card to your recurring contribution, complete with prompts from us. It doesn’t make a ton of sense to have time-limited recurring contributions anymore.

So we tested it. Would forms with an infinite recurring ask perform the same (or better) as forms with a set number of months? AND would you raise more money if you didn’t have a recurring ask on the form, but asked people with a pop-up recurring box after their contribution was submitted?

We’ve got some answers. Several committees have run tests, confirming that conversion rates on time-limited forms and infinite recurring forms are similar. So if you’re around longer than election day, go ahead and turn on infinite recurring.

Generally speaking, making a form shorter and giving people fewer options leads to higher conversion rates. So theoretically, taking the recurring option off of a form should lead to more donations. We have a pop-up recurring box that campaigns can turn on to try and persuade a one-time donor to make their donation recurring, and there seemed to be a reasonable chance that having no recurring ask on the form would raise more money.

Nope! Turns out that we got a statistical tie on conversion rates between having the recurring option on the form or off. Just having pop-up recurring turned on did not generate as many recurring contributions as having it both on the form and as a post-donation action.

There were slightly more contributions processed on forms without a recurring option, but not enough to generate a statistically significant result. And then add to that the lost revenue from having fewer recurring donations, you end up with a pretty clear take-way: leave the recurring option on the form. Sure, you can turn off the recurring option, but you’ll likely lose money. And nobody wants that.

That’s why recurring contributions have been on every ActBlue contribution form since the beginning. These days we run anywhere from 8-14% recurring, and over $11 million is pledged to thousands of campaigns and organizations.

There is one big question we haven’t answered yet: will you raise more money overall from an infinite recurring contribution than say one with a 48 month expiration date? We’re currently working on a long-term experiment to test exactly that.

The answer might seem self-apparent, but the truth is nobody really knows. Credit cards expire and people cancel their pledges. You never know for sure how much money you’ll raise from a recurring contribution, but if you pay attention to your long-term data, you’ll be able to figure out your pledge completion rate.

If you’re interesting in figuring out a recurring donor strategy, we’re more than happy to give you some (free) advice. Just drop us a line at info@actblue.com.

We on the left have done a great job cultivating a “test, test, test” ethos, and while testing can result in big gains, it takes time and resources that digital organizers often don’t have. And for those working with a smaller list (say, fewer than 100k members or so), the challenges are even greater.

Don’t be discouraged, though; anyone can run an effective testing program, you just need to be aware of your organization’s specific circumstances. For instance, if you have a small list, it’s important to know that there are actually a lot of things that you shouldn’t test (more on this to come in future posts).

To help you get on track toward developing a strong testing program, we’re going to publish a series of blog posts, each focused on a particular aspect of digital testing for small organizations. We’ll be talking about anything from tools and techniques to case studies and getting buy-in from your supervisor.

If there are any specific issues you’d like to see addressed in this series of testing blog posts, please reach out! An email to info@actblue.com with a subject line “ActBlue Blog: Testing” will be directed my way.

We just introduced a new feature that will save you time when you want to update the look and feel of your contribution forms.

A consistent brand identity is critical for committees of all sizes. But what happens when you update your ‘look’ midway through a campaign? We know time is at a premium, so we decided to save you a big step and make it easy to swap a sharp, new branding for an old one.

After you create your new branding and check the box beneath the display name to make it the default, just delete the old default branding. All of your contribution forms with the outdated default branding will automatically update to your new, flashy identity.

This way you won’t have to assign an intern the tedious task of updating previous contribution forms one by one.

Don’t worry about accidentally deleting a default branding identity. You’ll get this handy warning message if you try to delete one:

This feature won’t affect contribution forms that were not created with the default branding. For instance, if you have a “Women for [Insert Candidate’s Name]” contribution form that used a unique logo and branding, it won’t change when you subsitute a new default branding for the old one.

Alliance for Justice Action Campaign and ActBlue Civics are delighted to announce a new joint-training, fashioned for 501(c)(4) social welfare groups, that will cover the legal rules and online fundraising skills for 501(c)(4) groups!

You’ll learn about the activities your 501(c)(4) can participate in and how to fund these activities through grassroots online fundraising.  This two-part, 80-minute web training will give a legal overview of the various advocacy activities permitted by 501(c)(4) organizations — including lobbying and election-related activities — as well as some tips for staying in compliance with your 501(c)(4) status.

In addition to learning the legal rules, attendees will receive skills-based training focused on best practices and methods for online fundraising for 501(c)(4) organizations.  We’ll go over the nuts and bolts of executing your fundraising program, how to ask effectively, and most importantly, how to raise more money for your organization.

Whether you’re just starting your online program or looking to give it a refresh, we’ll help you get up to speed on the latest in today’s fundraising strategy.

We’ll also discuss the recently proposed IRS 501(c)(4) regulations and how they could potentially impact your work.  This FREE, two-part web training will be offered at 2:00p.m (E/T) on February 18 and February 25, 2014.  Register for February 18th here and for February 25th here.

At ActBlue, our goal is to help Democratic candidates, committees and non-profits raise more money, plain and simple. And one of the best ways we can do that is by making it easier to use our system and teaching the 10,345 (and counting!) candidates and groups who have used ActBlue how to be more effective fundraisers.

For years we’ve provided free one-on-one consultation for thousands of campaigns and groups, but we never had the time to sit down and write up our nearly 10 years of experience. We’ve always wanted to reach even more practitioners than those who pick up the phone and give us a call. The glory of an off-year meant we finally could document not just instructions on how to use the robust toolset we have here at ActBlue, but also best practices we’ve learned over the years.

The result is the ActBlue Tutorial, a comprehensive guide that shows activists and campaign admins how to do online fundraising the right way–from using the tools on ActBlue to devising testing plans to implementing advanced programs like tandem fundraising. That means you (yes, even you the solo online activist or small-town candidate running for your first election) can be a fundraising rockstar!

Learn how to create beautiful custom brandings with the ActBlue Tutorial

Running a great online fundraising program is about great planning–figuring out which tools, tactics, and messages will work for you, then testing them out on your list, revising, and trying again. That applies even if you’re working in an unofficial capacity, trying to mobilize support for your favorite candidate or cause among your family and friends. It’s also why we give everyone–from the largest senate campaigns to local school board elections–the same great tools for collecting donations, managing donors, and analyzing results, which can scale to each group’s size and needs.

It can be hard to know where to start with online fundraising, and we’re willing to bet there are a few great tools on our site that many admins and fundraisers have never taken advantage of, or maybe never even heard of. Our tutorial gives you the rundown on each one, with instructions on how and when to implement them, so there’s no reason not to try something new. Even the smallest of campaigns can learn to use the most sophisticated tools.

Of course, our strong and growing political team is always going to be there to answer questions and talk strategy, but we’re excited to be empowering all of our users, campaigns, committees, and organizations by giving them the tools they need to make the best decisions possible. We want to make sure no one’s leaving money on the table, so if you’re running a fundraising program, make a pledge to shake up your routine, and please, tell us about your results. Together, we’re building a movement!

Visit the ActBlue Tutorial here.

This week we officially announced Express Lane, and I’m guessing the fact that it can more than triple your money caught your eye. It can, and the way to raise more money is to learn Express Lane best practices and do your own optimization. We’re here to help you with both.

We’ve done a significant amount of Express Lane testing in our email blasts over the past few months to help you get started on what works– and what doesn’t– with Express Lane. Each email list, of course, is different, so you should probably test and expand upon the the takeaways below with your own list. And definitely let us know the results; we’d love to hear about them. It’d be especially great if you wanted to share your results here on the blog– just like the fantastic folks at CREDO Action were happy to do for this post– so that others can learn from your test results.

Here’s a little bit of background: our own email list consists entirely of donors, therefore it’s a pretty diverse group of folks. Also, we always fundraise to support our own infrastructure, not specific issues or candidates. Further, we spend most of our time optimizing for recurring donations because we’ve found them to be best for our organization, but much of what we say here also applies to one-time donation asks. We are, by the way, totally interested in collaborating with you on testing and optimization efforts– just give us a shout.

For this post, we’re going to discuss the gains you can expect from using Express Lane, results from some of the tests we’ve run on our Express Lane askblocks, and touch on stylistic concerns. Then, we’ll finish up with a summary of our recommendations and where you can go from here.

What to Expect

So, you probably expect to raise a lot more money using Express Lane, but what’s a typical increase? We’ve tested Express Lane vs. non-Express Lane on both recurring and one-time asks among randomly sampled Express users and seen Express Lane bring in more than triple the money for one-time1 asks, and 37.7% more for recurring asks (measured by money donated plus pledged recurring).

That’s quite a big boost, but other partners have seen significant gains, too. For example, here’s a test that was run by our friends at CREDO Action, some of our most sophisticated users. They tested a $5 control ask against a $5, $10, $25 Express Lane askblock. Their Express Lane version brought in 37.4% more donations than the control version. If you don’t see a noticeable increase in your testing, you should definitely reach out.

exp_lane_test_graph

Results from ActBlue’s April 2013 Express Lane test

Askblock Structure

We have an awesome Express Lane Link Creator tool for you, which you can find by clicking the “Express Lane” tab of your fundraising page. It’s really important that you use the language we provide there so that donors know that they’ll be charged instantly and why that’s possible– if you want to deviate from this, you’ll have to get our approval first. We do think, though, that you should stick with this language since it’s clear and concise.

But, how many Express Lane links should you include in the body of your email, and for what amounts? Should the intervals between amounts be equal? The answer to such questions will depend on your email list members but here are some suggestions, based on tests we’ve run, that should help get you on your way to optimizing your own Express Lane askblock structures!

One approach we’ve seen used by organizations in different contexts is what we refer to as a jump structure. The basic idea is that you set a large interval between the lowest link amount (which should be a low amount relative to your list’s average donation amount) and second-lowest link amount. Here’s an example we’ve used:

jump_example_image

Example jump structure

This relatively low-dollar link could encourage a much higher number of donations (if your jump structure amount is, for example, $4 instead of the $5 you’d usually use). This is because it’s a lower absolute dollar amount, but also a lower amount relative to the rest of the structure. Basically, the large jump between the lowest amount and the second-lowest amount makes the first one look small.

We’ve found that in general, this type of jump structure does indeed lead to a higher number of donations, but a lower overall amount of money, than the common structures which we used as controls. While it led to more donations, we didn’t see enough extra donations to outweigh the “cost” of the lower dollar amount and bring in more overall money. If you’re looking to bring in more low-dollar donations in the hopes of larger-dollar donations in the future, however, this might be a good strategy to try.

We’ve also looked at the effect of changing the lowest dollar amount in your ask block. In July, we tested the the following three askblock structures against each other:

Structure "A"

Structure “A”

Structure "B"

Structure “B”

Structure "C"

Structure “C”

Obviously, we were trying to see whether we could increase the total money we raised by increasing the amount of the bottom link2. The risk of this approach is that you might lose a certain number of donations by setting the lowest ask amount to be a little bit higher3.

We found that the by number of donations, A>B>C, but by overall money raised, C>B>A. The askblock labelled “C”, in fact, raised 21.1% more money than “A” (“B” raised 12.1% more than “A”), even though “A” brought in 15.3% more donations than “C”!

structure_test_graph

The “other amount” Link

A great thing about Express Lane is that users’ donations are processed once they click the link in your email body. However, as much as we try to structure our links perfectly, some donors are always going to want to do their own thing, and that’s okay. Enter the “other amount” link.

An “other amount” link doesn’t process the donation right away, it’s simply a normal ActBlue link that takes the user to your contribution page and allows them to choose a custom donation amount and/or recurring length. This is included as a default in our Express Lane Link Creator tool.

We at ActBlue focus on recurring donation asks because over the long run– and our goal is to be the best technology both today and years into the future– they bring in more money than one-time donation asks, even taking into account imperfect pledge completion rates. So, we worried at first that adding an “other amount” link might draw too many people toward giving one-time donations instead of more valuable recurring donations. But, we also know that it’s important to give people the option to choose their own donation amount, lest they not donate at all. This is why every ActBlue contribution page allows people to easily choose between a one-time donation and a recurring donation.

So we decided to test two things. First, we wanted to know whether the presence of an “other amount” link in our email body would lead to more/fewer donations. Actually, we were almost positive that getting rid of the “other amount” link would be a big loss, but we wanted to run the test anyway. That way, we could confirm this and make sure no one else has to lose money on the test. The result: don’t try this at home. The version which included the “other amount” link brought in 88.3% more money (90.6% more donations) than the version which did not. We’ll accept your thanks in the form of chocolate or wine. Just kidding! Our lawyers won’t allow that.

Second, we’ve performed several tests (and several variations thereof) of whether an “other amount” link which indicated that users could instead give a one-time donation would lead to more/fewer donations than an “other amount” link that made no mention of one-time donations. This matters to us because, as we mentioned, we focus mostly on recurring donation asks, and wanted to see whether we could retain people who would give a one-time donation, but might not know that it was possible.

Typically, an “other amount” link which mentions one-time contributions leads to a statistically significantly higher number of donations, but less overall money raised. While this setup might draw in some people who otherwise wouldn’t have given, it also pulls some would-be recurring donors into giving one-time donations, which bring in less money. This doesn’t mean that such language is a bad thing, but you should consider your fundraiser’s goals and organizational priorities while choosing your link language. If, for example your goal is to increase participation rather than raise as much money as possible, then mentioning one-time donations in your “other link” might be a good idea during a fundraiser focused on recurring donations.

No mention of one-time donations

No mention of one-time donations

With mention of one-time donations

With mention of one-time donations

Style

Stylistic elements of an email can often have a huge impact on your ask, and since Express Lane links are new, the presentation of them hasn’t yet been set in stone. We started sending emails with our Express Lane askblock simply as an HTML <blockquote> element. We wanted the Express Lane askblock to stand out and to be easily identified, though, so we devised a simple design to make it pop. We put our Express Lane askblock in a gray box and center-aligned the text4. It looked like this:

We tested this against our original structure among several different link structures, and the results were pretty interesting. Among link structures with 4 or 5 links (including “other amount”), the gray box boosted the amount of money raised by up to 37.7%.

Subtle Express Lane askblock styling

Subtle Express Lane askblock styling

The obvious concern is that some stylistic elements are really subject to novelty effects, and the initial boost in action rate will decline or disappear altogether in time. We think the gray box may be an exception, though. First, the gray box is pretty subtle, almost to the point of being too dull, so I doubt that it caused the fervor of a “Hey” subject line or manic yellow highlighting. Second, the box serves a legitimate function, i.e., to identify this new set of links that’s now appearing in emails as a single entity that stands out from the email content.

Where to go from here

You’ve seen how some slight changes– the link amounts, the intervals between them, the number of links, etc.– can seriously affect the performance of your Express Lane email ask. Hopefully, you’ve picked up some tips about how to structure your asks, as well as picked up a few ideas for testing that might prove fruitful for your own organization.

As progressive organizers, we all know how important participation and collaboration are. In this light, I encourage you to get in touch with us if you’d like to work together on running a test. Moreover, if you run a test with interesting results, we would love to hear from you so that we can share them with the larger ActBlue community.

Footnotes:

1N.B.: some of this money came from people giving recurring donations from the “other amount” link in our one-time ask.

2There could be an additional effect from having one fewer link in “C”, but our other testing indicates that this isn’t a particularly important factor.

3Think about it as if it’s a variation of the classic revenue maximizing problem, where Revenue = Quantity * Donation Amount. Of course, donors can still choose their amount by clicking the “other” link, but the suggested amounts do indeed impact behavior.

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Last week we were a bit of a tease. We announced to a million members that we had a super secret new feature that brings in 3x as much money for candidates, committees and non-profits. And then we never told them what it was. Well, we were saving it for you, our dear blog readers.

Today we’re proud to unveil ActBlue Express Lane! It allows donors to give immediately from a link in an email, no landing page needed. Donors just need to have an Express account with us. Over 618,000 donors (and growing!) have already saved their payment information and have Express accounts. With most federal lists we’ve seen about 40% of donors already in our system. And like all the features on ActBlue, it’s absolutely free.

So how does the magic happen? Express Lane works with special donation links tied to a specific dollar amount in combination with an ActBlue cookie on a donor’s computer or phone. When someone with an Express account clicks on that link, their card automatically gets charged, and they land on a thank you page. It makes the process effortless for donors, and you’ll see the results.

The conversion rate on Express Lane is dramatically higher. It’s clear that Express Lane is a winner for campaigns and donors alike. While results have varied list to list in our tests, all tests have shown eye-popping increases…some even up to 224.6%! The goal of Express Lane is to make it as easy as possible for activists to become donors. By making donating virtually frictionless, we’re ensuring more people will give and participate more often.

The best part is that the over 618,000 ActBlue Express users are shared across the whole platform. That means if a donor on your list saved their information while giving to say, Elizabeth Warren, they can use Express Lane to make a donation to your campaign or organization. There’s no need for them to re-enter their information. (Read all about ActBlue Express users here, they’re awesome.) The Express user base is growing in leaps and bounds, with over 13,000 new users this month alone.

We’ll match your list to our Express user database for free, and as we mentioned there are often huge overlaps among lists. Plus, once you start sending blasts to your lists using ActBlue, more of your donors will convert to Express. As your list continues to grow, so does our Express pool. You can match at your anytime so you’re always sending optimized emails and your performance keeps getting better.

Express Lane works for both one-time and recurring asks. We’ve been having a ton of success here at ActBlue using it for recurring asks. We’re also seeing higher percentage of donations come in off of mobile, due in large part to Express Lane. Increasing mobile conversions is a big organizational focus here at ActBlue, and Express Lane makes our great mobile system even better. It’s easier than ever for a donor to give via an email.

Express Lane isn’t available for everyone yet, but we are offering it for free to large federal campaigns using ActBlue for all their online fundraising. (We’re working on expanding it to more jurisdictions.) And you should keep in mind that you’ll need a decent size list, and a sophisticated email program.

Deploying Express Lane means you need to send two different emails on every fundraiser: one to Express users with the Express Lane ask links and then a “normal” one to the rest of your supporters. It’s very easy to create the links, we’ve got a link builder tool all set up for ya.

Here’s how an Express Lane ask structure looks:

Because you’ve saved your payment information with ActBlue Express, your donation will go through immediately:

Express Donate: $10
Express Donate: $25
Express Donate: $50
Or donate another amount

You may have seen us and a few groups beta testing this before we rolled it out to more people. We couldn’t have opened this powerful tool to so many campaigns and organizations without the help of over a thousand donors who contributed to this project. All of us here at ActBlue really can’t thank them enough.

If you are interested in Express Lane, drop us a line at info [at] actblue [dot] com. And don’t worry, our staff is happy to provide all the training you need to optimize Express Lane, for free of course.

We know you want your fundraising data to be accessible, digestible, and shown to you in real-time. That’s why we spend so much time developing and enhancing our campaign dashboards to fit your needs. But you can’t always be monitoring your dashboard.

That’s why we’re introducing our new contribution email alerts. Now you can sign up to receive an email every time your candidate, committee or cause receives a donation over an amount of your choosing. That means you can follow up with a high dollar donor right away and work on building a good relationship.

The average contribution size for most groups is pretty low – it was $34.82 on ActBlue last month – and these donations make up the backbone of most online fundraising program. Everyone knows we love donors of all sizes, but high dollar donors are often very important to organizations, helping them fund new projects or reach quarterly goals. And they’re investing a significant amount of money because they believe in what you’re doing, so you want to be able to keep an eye on them.

To sign up, go to your committee’s page and click on the “User Access” tab. There you’ll see everyone with access to the committee. Click on “create a contribution alert” under your name or a team member’s name and enter an amount for the threshold. You’ll receive an email alert for any donation over this amount. If you want to edit the amount, you can come back to this page at any time.

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And we’re always looking to make our tools work better for you, so if there’s something you’d like to see on ActBlue, feel free to drop us a line at info AT actblue DOT com.

Special thanks to Molly Ritner and Greg Berlin (both at the DCCC) for working with ActBlue to design this feature. We love our power users!

As I’ve said before, Facebook and ActBlue have more in common than a shared love of compound words; we’ve both created a space for people to make their passions known. At ActBlue, that means creating an easy way for Americans to participate meaningfully in Democratic politics wherever they may be, and whatever their time constraints. Given that mission, Facebook–with a user community measured in the hundreds of millions–has always been a natural place for us to be.

In February, we built an integration that allows donors to post their donations to their Facebook wall. That was just a first step. Today, we allow donors and campaigns to place a donate tab on their Facebook profiles and fan pages. In doing so, we’ve created another way for Democratic donors to translate their passion into (political) currency, and activate personal networks that candidates could never hope to reach. And we let everybody use it. For free.

ActBlue is the largest source of funds for Democrats, and that inclusiveness is the reason why. When we innovate, every Democrat benefits.

But fundraising is a means, not an end, and the logic behind this integration isn’t just about driving more money to Democratic candidates and committees. It’s about driving Democratic (and democratic) participation. It’s about teaching donors that they don’t have to be bankers or billionaires to have an impact on our political future, and about demonstrating to politicians and the press that those donors can deliver.

In other words, ActBlue is doing for our political lives what Facebook has done for our social lives. We’re working towards a future where political giving is as easy as sharing a link, or reconnecting with an old friend. The $140 million that ActBlue has sent to over 6,000 Democratic candidates and committees speaks to the power of that vision.

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