Conducting A/B Tests

Recorded On: 08/06/2019


Advancement programs are constantly challenged to find new and interesting ways to appeal to donors and prospective donors. But how do you know if your approaches are working? Utilizing A/B tests is an effective way to determine which envelopes, signatories, sender names, subject lines, ask amounts and other variables produce the best results, providing you with data to help refine your future messages and strategies.

Register now for your entire team to learn how to implement A/B testing for your appeals.

This webinar is eligible for 1.25 points of CFRE credit.


  • Guidelines for understanding the terminology and uses for A/B tests
  • Methods for preparing and implementing a test
  • Tactics for integrating tests across multiple appeal channels
  • Tips for interpreting results and translating them into specific strategies
  • Examples from other institutions, and more!

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Christy Moss

Executive Director of Strategic Engagement, University of Illinois at Urbana-Champaign

Christy Moss is the Executive Director of Strategic Engagement at University of Illinois at Urbana-Champaign, where she leads efforts in annual giving, stewardship and donor relations, communications & marketing, data analytics, and event strategy. Over the course of her 15-year career, she has held many different roles in advancement and worked on three capital campaigns. A speaker with CASE, she has also published multiple times in the Journal of Education Advancement and Marketing. Christy holds a B.A. in Communication from Greenville University and an M.S. in Information Science from the University of Illinois.


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