Improve donor flow wrt 'first-time donor promos'
As part of the fundraising team's efforts to improve our existing appeals, we've been looking at the conversion rate of ongoing campaigns.
One such campaign is for people who are members of the mailing gropu Support Opportunities
in CiviCRM, but have never made a donation to the Tor Project. They get a special offer to make a donation of $17 and receive the sticker pack (which is usually $25 on https://donate.torproject.org). The conversion rate for this campaign is approximately 0.5%--meaning 0.5% of people who receive this email make a donation.
Here's what the appeal looks like in their email inbox: new-donor-promotion-email.html
When a donor receives this email, they aren't directed to a special landing page or given a coupon code, or any kind of special flow. They go to donate.torproject.org, they enter $17 into the other
field, which does not allow them to select the sticker pack since the amount is too low, and they must just hope that we will send them a sticker pack for this amount as we promise in the email.
Is there anything we can do now to have a different landing page, use a coupon code, or somehow make this flow legible to a user who is expecting to click the link in the email and be able to select $17 for this special promotion? Even if this is a half-step upgrade, I'd be so happy, and I think it could have a major impact on conversion of newsletter subscribers into donors.
I know that perhaps the answer to this question is "wait for the donate page re-design, sorry," and I am willing to accept that answer.
I'm tagging a variety of people here for visibility / input: @kez, @eric, @mattlav, @anarcat, @gaba