2014 Washington Nonprofit Conference: Digital Fundraising 101

This was especially true for The Wilderness Society when testing into a new "from" line shortly after its new president came on board. Moving from "The Wilderness Society" to "Jamie Williams, The Wilderness Society" resulted in a 4 percent increase in open rate and a corresponding increase in revenue. However, testing "Jamie Williams, The Wilderness Society" against "Jamie Williams" resulted in a 7 percent increase in open rate but a significant decline in revenue.