Tagged as ‘testing’

02/08/15 In Fundraising, Beauty is Results

Like “make it bigger” in graphic design, good direct response fundraisers are well served by a refrain of our own: “Make it plainer.” It’s counterintuitive like so much of direct response fundraising, but it couldn’t be truer. In head-to-head tests, the simplest, least “fancy” email/direct mail/web campaigns almost always win. Like this envelope, for example […]

01/14/10 Measuring Statistical Validity in Direct Response Fundraising

Statisticians are equipped with a broad range of detailed tests and tightly controlled procedures to determine the probability of an outcome. But direct response testing isn’t done in laboratory. Our lab is the messy, busy, ever-changing world … which means it’s difficult to design a perfect test. In this climate, there are always variables beyond […]

01/03/10 New Year; Good Old Basics: A 5-Minute Testing Refresher

No matter what your organization’s fiscal year is, the beginning of a new calendar year is like returning to “Go” in your donor communications. It marks a reset of your Annual Fund or membership program and the beginning of a new dialogue with your donors that will build over the coming months and culminate with […]