Best Practices Never Go Out of Style
But you need to find what works best for your organization.
Common sense may lead you to something that looks like a winner, but still find a creative way to test it if you can. For example, if you have a small list, prepare two letters and mail half letter A this month and the other half letter B. Next month, mail the other letter to each group. Sure, you have factors that can skew results, but sometimes, when there's no other choice, "good enough" is good enough. (My apologies to all of you who are cringing at that statement. But I stand by it.)
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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