Download Testing, Testing 1, 2, 3: Raise More Money with Direct Mail by Mal Warwick PDF

By Mal Warwick

Fundraising specialists recognize that winning unsolicited mail calls for a continuous look for advancements in reproduction, package deal codecs, and lists via trial-and-error checking out. there is not any doubt that testing—when performed correctly—can increase more cash in your association. In trying out, checking out, 1,2,3 unsolicited mail and fundraising professional Mal Warwick exhibits how the cumulative worth of considerate, systematic trying out can assist your company succeed in its junk mail fundraising pursuits. This reader-friendly consultant will take you thru each one section of the clinical technique of gaining knowledge of your organization's perfect blend of unsolicited mail supply, package deal, and postage. Like Warwick's different, commonly quoted books on fundraising, trying out, checking out, 1,2,3 relies on an abundance of real-world examples drawn from his greater than 20 years of expertise in direct mail.Read a Charity Channel review:

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Additional resources for Testing, Testing 1, 2, 3: Raise More Money with Direct Mail Tests

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But the biggest danger in testing is that the uncertainty caused by equivocal results—or the anxiety raised by poor results—might tempt you to delay future mailings. Important as your test results might be, the chances are that if you are trying acquire more donors for a productive, ongoing direct mail fundraising program, you’ll be better off mailing blind than waiting for a definitive reading from tests—because your biggest mistake may be not to mail at all. Chap2 1/23/03 10:50 AM Page 9 2 The Initial Test Mailing T o start off on the right foot in direct mail testing, follow these nine guidelines for your first mailing: 1.

And what, if anything, would you do with Package B? com, and I’ll respond with my own analysis of this mind-teasing puzzler. Chap7 1/23/03 10:56 AM Page 35 7 Results Worth the Wait L et’s not kid ourselves: testing isn’t advisable in every direct mail fundraising project. To conduct a meaningful direct mail test, you need the following four ingredients, any one of which may be in short supply: 1. Money to invest. Testing can be costly in the short run because it may raise printing and postage costs—and sometimes creative costs as well.

But not so fast. As a statistician would tell you, in this test the difference between 281 and 319 is not very meaningful. The difference between the new logo panel and the old logo null panel (272 versus 319 gifts)—is more significant. But even that difference doesn’t ring the bell of statistical certainty. 1) were meaningful. But, heeding instinct and common sense as well as the precepts of statistics, you are nevertheless entitled to wonder what produced such a seemingly big difference between two statistically identical groups sent the same (old logo) package.

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