A Better Mousetrap? New Option for Fundraising Direct-Mail Testing
- Choose which elements of the package to test: envelope, letter, front- or back-end premium, or any combination thereof. According to press materials on DonorVoice, it's best to test a single element "if you need to nail every detail of it because of its importance or because of all the options being considered. Or choose multiple elements if you need a more global read on which element matters more to overall response."
- Identify which "ingredients" to test: images, message, teaser, size, colors, offers, etc.
- Fill in a grid outlining the options to be tested for each ingredient.
From there, DonorVoice creates package variations to test subsets of all possible combinations, then sends an invitation to an external panel of donors who look like the acquisition target for the campaign, providing those donors with a link where they can view and rate the samples. The donor panel is made up of "double-opt-in survey respondents drawn from a pool of direct-mail-responsive, recent donors with an affinity to your cause."
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