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If you are testing e-mails and landing pages, test the prominence of your overhead rate. Try putting your great overhead rate in bold letters in a prominent spot. Move your pie chart up to the right of the opening paragraph. Position your fiscal responsibility as a benefit to your donors. See if making your fiscal thriftiness more obvious helps donors feel confident enough to give their gifts to you.
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Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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