Trends: In Your FACE!

Did the test work?
Before you even launch a test, define your success criteria. This will provide you with tangible targets and, if you’re outsourcing, form the basis of your discussions with an agency. If you fall short of your success criteria, odds are that one or both of two things has happened:

• The recruitment of donors didn’t go as planned, the consequence of which is to increase the cost per donor. This can be because recruitment is slower than intended or the demographic that you have attracted is not what you thought it would be.

• You suffered from weaknesses in the onboarding of donors, resulting in less income than intended. This is easier to fix than the first; remember to have the donors at the center of your universe.

Having carried out a test, go ahead and review, and modify accordingly. Enough organizations have had success with this medium for it to be worthy of further examination.