Testing, Testing 1, 2, 3: Raise More Money with Direct Mail TestsWiley, 12.03.2003 - 272 Seiten Fundraising experts know that successful direct mail requires a continual search for improvements in copy, package formats, and lists through trial-and-error testing. There is no doubt that testing—when done correctly—can raise more money for your organization. In Testing, Testing, 1,2,3 direct mail and fundraising expert Mal Warwick shows how the cumulative value of thoughtful, systematic testing can help your organization reach its direct mail fundraising goals. This reader-friendly guide will take you through each phase of the scientific process of discovering your organization's ideal combination of direct mail offer, package, and postage. Like Warwick's other, widely quoted books on fundraising, Testing, Testing, 1,2,3 is based on an abundance of real-world examples drawn from his more than two decades of experience in direct mail. Read a Charity Channel review: http://www.charitychannel.com/publish/templates/?a=38 |
Inhalt
The Value of Guesswork | 55 |
Testing Tips from Major Mailers | 59 |
Testing Is Fundamental | 65 |
Urheberrecht | |
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Testing, Testing 1, 2, 3: Raise More Money with Direct Mail Tests Mal Warwick Eingeschränkte Leseprobe - 2003 |
Testing, Testing 1, 2, 3: Raise More Money with Direct Mail Tests Mal Warwick Keine Leseprobe verfügbar - 2003 |
Häufige Begriffe und Wortgruppen
$20 ask control 1,000 Gifts Gifts 16 Donor 4-page letter 9 Donor acquisition package ask increases response average gift brochure Btwn Client 16 Client 6 Donor Client 9 closed-face envelope Confidence level Continued Sq continues this test Control pkg Cost Net Rev credit card option direct mail fundraising direct mail testing Donor Acquisition Mailing Donor Acquisition Test entry continues flip a coin four-page letter Gift Cost Client Gifts Gifts Total Gifts Resp Gifts Total Avg insert less than 80 lists Mailing A $20 Mailing A Control organization Package Elements package increases response percent perspective premium probably significant reply envelope response rate revenue rollout Root of Total statistically significant difference TABLE Tentative conclusion test package test panels Test pkg test results Testing Gift Amounts Testing Other Package Total Acq Total Cost Total Diff Total Qty unnecessary additional expense unreliable want to retest White OE window envelopes x 2 Rev