By Mal Warwick
Fundraising specialists be aware of that winning junk mail calls for a continuous look for advancements in reproduction, package deal codecs, and lists via trial-and-error checking out. there's no doubt that testing—when performed correctly—can bring up more cash in your association. In checking out, trying out, 1,2,3 junk mail and fundraising specialist Mal Warwick exhibits how the cumulative worth of considerate, systematic trying out can assist your company succeed in its junk mail fundraising pursuits. This reader-friendly advisor will take you thru every one part of the medical technique of researching your organization's excellent mix of junk mail provide, package deal, and postage. Like Warwick's different, largely quoted books on fundraising, checking out, checking out, 1,2,3 relies on an abundance of real-world examples drawn from his greater than twenty years of expertise in direct mail.Read a Charity Channel review:http://www.charitychannel.com/publish/templates/?a=38
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Additional info for Testing, Testing 1, 2, 3: Raise More Money with Direct Mail Tests
The larger the percentage difference, the smaller the total can be in order to be statistically signiﬁcant. For example, if you received 5 responses from Copy A and 20 responses from Copy B, I am sure that would check out as a statistically signiﬁcant difference, even though the total of 25 is very small. Chap8 1/23/03 10:56 AM Page 41 Reading Your Results over and over again, it would take many, many tries before it ﬁnally came up 20 heads and 5 tails, or vice versa. Conversely, of course, the smaller the percentage difference, the larger the total must be to reach statistical signiﬁcance.
Important as your test results might be, the chances are that if you are trying acquire more donors for a productive, ongoing direct mail fundraising program, you’ll be better off mailing blind than waiting for a deﬁnitive reading from tests—because your biggest mistake may be not to mail at all. Chap2 1/23/03 10:50 AM Page 9 2 The Initial Test Mailing T o start off on the right foot in direct mail testing, follow these nine guidelines for your ﬁrst mailing: 1. The most important factor to test at the outset is whether or not direct mail acquisition of donors is even feasible for your organization.
I t may just be the biggest problem in direct mail fundraising. And if you’ve conducted more than two or three donor acquisition mailings, you’ve probably already experienced it. Chances are, at least once, you’ve gotten great results from the initial test mailing of a new package only to see response take a nosedive on the rollout. And because you could swear you did everything right, there is no conceivable explanation for the discrepancy in results. If results shot up from the test to the rollout, the discrepancy would be considerably less disconcerting, and it would hardly be the biggest problem in direct mail fundraising.