27 Keys to Monthly Giving Program Success, Part 3 (12-19)

In your tests, include a specific, compelling ask, and ask more than once. There's not one creative formula that works, but try leading with a problem, followed by a solution and then end with the problem again, Arnold said.

"Buy TV spots opportunistically," she added. "TV inventory is perishable, so daily unsold inventory is cheap. Use a call center with inbound experience. Test landing pages for viewers who go to your website. Not all viewers will call; many go online. Make sure landing pages have a seamless connection to what they saw on TV. Donors need to see the same thing online as they do on TV."