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Then, BSD and PIH used multivariate testing to optimize every facet of the digital fundraising space, including launching the responsive website based on test results. They tested (and continue to test) everything from homepage and donation design to photos, calls to action, donating prompts, different messages to different ZIP codes and more. They also test every e-mail with various messages, creative, copy, landing pages, taglines that show up on search engines, light boxes, stories, etc. — and then see what the audience tells them through response.