Five Thoughts About Integrated Fundraising

2. Testing
Those whose background is single-channel direct mail or e-mail are used to “clean” tests where the outbound message or package is altered in some fashion but mailed to a random sample of the same prospective donors. This yields an A/B split test, and if the test is designed and executed properly, the results generally are clear. With multichannel fundraising, often the tests are more difficult to create and the results more ambiguous.