Case Study: First Book achieves a 185% increase in donation conversion rates with Classy

How First Book Increased Conversion Rates by 185 Percent in One Year

First Book is a nonprofit founded in 1992 that provides books and educational essentials to a community of more than 4,000 educators serving children in need. After years on Blackbaud Luminate their year-end donation form conversion rates fell (8% in 2015) and a 2016 redesign only lifted it to 10%, so they needed a new fundraising platform to improve donor conversion.

In 2017 they switched to Classy, whose responsive, donor-first design and Salesforce/Pardot integrations let them create mobile-friendly, segmented donation pages tailored to donor tiers. The move boosted their year-end form conversion to 28.5% — a 185% increase over the 2016 Blackbaud form — and positioned them to focus on donor retention and targeted asks.

First Book

Diana Peacock

Senior Vice President of Development and Alliances