Conducting A/B Tests

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 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 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

Vice President, Class & Constituent Development, Air Force Academy Foundation

Greg Knedler is the Vice President, Class & Constituent Development at the Air Force Academy Foundation, where he oversees donor pipeline development, including annual and class giving. In addition to a decade at USAFAF, his 25-year career in annual giving and advancement includes work at Georgia State University, Auburn University, and with K-12 fundraising consultation. A past presenter with CASE, Greg holds a Masters in Marketing Education and a Bachelors in Marketing from Auburn University.


Conducting A/B Tests
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