'But How Do You Know?'

If you have to suck up a taste of fear, relish it because it means you haven’t made a fatal error and revised the new creative into oblivion, turning it right back into your comfortable, old control. Because really, what’s the point of testing that?

Did you kick the tires?
If what we do as fundraisers is both art and science — and I believe it is — then the worthiness of new creative can’t be considered in isolation. “How do you know?” when it comes to new offers, copy and design can’t be answered meaningfully without due diligence on the numbers side, particularly at both extremes.