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Ben Labay thinks about conversion optimization

“When you think about an optimization program, it’s all about solving problems or resolving lost opportunities.”

- Ben Labay, Research Director at CXL Agency


On this episode of Groupthinkers, host Justin McCord is joined by Research Director at CXL Agency Ben Labay as he thinks about conversion science and optimizing the donor experience. Labay outlines the importance of using data to understand your audience before taking action and shares a road map to optimization for nonprofit organizations.

What to think about:

  • Understanding donor motivation and optimizing to capitalize off it
  • Using conversion science to stay focused on the donor
  • How to improve testing efforts



Groupthinkers is the podcast for nonprofit marketers by RKD Group. This is a must-listen experience of thought-provoking content that inspires insight on the industry and strategic decisions. Groupthinkers brings together innovators and curators in nonprofit marketing, branding and direct response to tackle the major issues facing nonprofits today. Be sure to tune in for Season 3, as we drop new episodes each Tuesday over the next few months.

Subscribe today on iTunes, Stitcher, Spotify or Soundcloud.

RKD Group

RKD Group is North America's leading fundraising and marketing services provider to hundreds of nonprofit organizations, including hospitals, social service, disease research, animal welfare, rescue missions, and faith-based charities. RKD Group’s omnichannel approach leverages technology, advanced data science and award-winning strategic and creative leadership to accelerate net revenue growth, build long-term donor relationships and drive online and offline engagements and donations. With a growing team of professionals, RKD Group creates breakthroughs never thought possible.

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