Testing, testing, 1, 2, 3 : raise more money with direct mail tests
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 idea
1 online resource (xxii, 250 pages).
9780787971410, 0787971413
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The Rules of the Road
Testing, Testing, Testing: Until Youre Blue in the Face
The Initial Test Mailing
Whats Worth Testing (and What Isnt)
No Size Fits All
What You See: Versus What You Get
Tests or Rollouts?
Results Worth the Wait
Reading Your Results
Understanding Confidence Levels / Dan Suzio
The Value of Guesswork
Testing Tips from Major Mailers
Testing Is Fundamental
Comparing Costs
Real-World Results
Signatures
Teasers
Brochures
Window Envelopes
Mailing for the Environment (I)
Mailing for the Environment (II)
Testing in Action
Inserts
Postage
Outer Envelopes
Outer Envelope Teasers
BREs
Letter Length
Gift Amounts
Gift Strings
Credit Card Options
Miscellaneous Tests
Spending Money to Raise Money
Conclusion: Seven Guidelines for Successful Testing
Electronic reproduction, [S.l.], HathiTrust Digital Library, 2010
ezpro.cc.gettysburg.edu This ebook
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