Conducting A/B Tests

Recorded On: 03/04/2021

OVERVIEW

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.

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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Greg Knedler

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 consultant work with K-12 private and charter schools. He holds a B.S in Marketing and an M.Ed. in Marketing Education, both from Auburn University.