Testing to keep its control fresh is a winning strategy for a Utah animal refuge.

By Cary Castle

Testing, 1, 2, 3, 4 …
The improved control kept the 24-page booklet format but used a stronger call to action. It also had a two-page spread selling the offer that highlighted what donors would be accomplishing with their donations and what they would receive.

The premium-driven package utilized address labels. This format was a safe bet for improved response rates, although it ran the risk of netting an average gift and lifetime donor value lower than the control. To minimize this risk, BFAS employed a high-involvement copy strategy that asked, “Will you be our miracle?”