105: Testing Direct Mail Appeals
Recorded On: 03/04/2021
Advancement programs are constantly challenged to find new and interesting tactics to appeal to donors and prospective donors, and to make big budget decisions with little information. How do you make those decisions better and how do you know if your approaches are working? Utilizing A/B tests is an effective way to determine which appeal variables—envelopes, signatories, sender names, subject lines, ask amounts, and others—produce the best results, providing you with data to help refine your future messages and strategies.
Register now to learn how to implement A/B testing for your appeals.
This webinar is eligible for 1.25 points of CFRE credit.
WHAT YOU'LL DISCOVER
- Guidelines for understanding the terminology and uses for A/B tests
- Methods for preparing and implementing tests
- Tactics for integrating tests across multiple appeal channels
- Tips for interpreting results and using them to inform strategies
- Examples from other institutions, and more!
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With more than 25 years of experience in annual giving and educational fundraising, Greg has led programs at Troy University, the Air Force Academy Foundation, Georgia State University, and Auburn University. His other experience includes work in K-12 fundraising consulting, and as a presenter with CASE. Greg holds a B.S in Marketing and an M.Ed. in Marketing Education, both from Auburn University.