So, Uh, Are We Doing This Right?
Testing and results measurement were much easier in the pre-multichannel days of fundraising. It’s tougher now, but equally as important — if not more so.
As you can see, in a multichannel world, the process of designing and executing tests and reading results becomes more complicated. What are some things you can do to more accurately measure test results under these circumstances?
1. Develop precise solicitation and donor coding and transaction measures for each single channel, and maintain those data in your integrated database. For example:
- Companies:
- CDR Fundraising Group
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