Don't Sweat the Small Stuff

Test, test, test
Another golf ball in a fundraiser’s jar is commitment to ongoing testing. In 2004, the L.W. Robbins food-bank team persuaded seven of our food-bank clients to test a new format for their traditional Thanksgiving appeals. The new package would allow for greater personalization and offer enough real estate for a compelling story. The test would run against a successful control that had a history of making money in acquisition, but we had to invest in additional testing to see if we could beat the control.