Conducting A/B Tests

Recorded On: 08/06/2019

OVERVIEW

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.

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 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

With over 15 years of experience in annual giving and educational fundraising, Christy has led various programs at the University of Illinois. Her other experience includes Greenville University, USEED, and the National Multiple Sclerosis Society. She holds a B.A. in Communication from Greenville University and an M.S. in Information Science from the University of Illinois.