Last week I was thinking about alternative category names for giving levels because our current names lean heavily toward classical music while that is only a small portion of our programming.
As I got to thinking about it, I wondered if anyone had thought about changing the names of their giving levels from season to season both as a way to do some A/B testing on what types of category names might inspire people to give more and to appeal to a younger generation of donors.
People who are used to giving through Kickstarter with all the exciting images and rewards at different support levels might not be motivated by a static list of giving levels like: Donor, Supporter and Benefactor.
Category titles that changed every year and aligned with the season might be more engaging. If you were going to give $450, would you increase it to $500 to be listed in a category employing Henry V’s “We Few, We Happy Few, We Band of Brothers” as a giving level? Or the aforementioned “Riding With the Valkyries”?
Unless you were being tongue in cheek, you would probably want to stay away from a The Merchant of Venice “Pound of Flesh” as a category. Though “As You Like It” might be a good category for a giving level that garners many perks.
If you are clever about it, you might actually have people opening their donor solicitation letter to see what names you came up with as eagerly as they flip through the season brochure to see what shows are being offered.
While there is no guarantee they will give, they will at least be a little more engaged with the process.
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