Best Practices Never Go Out of Style

Testing in fundraising is a science, but when you can't afford "science," keep in mind that fundraising is also an art. So, put yourself in the shoes of your donor. How old is she? How did she first become a donor to your organization? Does she live in a metropolitan area or a rural area? (I've used "she" because direct-response donors are typically female. But don't take my word for it. Your file composition may be different.) In other words, look at your data and draw some general observations about your donor file as a whole.