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.
- You should know if Mrs. Smith received a direct-mail solicitation from you. You also should know when she was solicited; if she replied or not; and if she did, when and in what amount.
- You should know whether the same Mrs. Smith received an e-mail solicitation from you. You also should know when she was solicited; if the e-mail bounced; if it was opened; if there were any clickthroughs; if she donated; and if so, when and in what amount.
- You should know whether the same Mrs. Smith was solicited by telephone. You also should know when she was solicited; if the call was completed; if there was a pledge or a donation by credit card; and if so, when and in what amount.
- You should know whether the same Mrs. Smith responded to a DRTV advertisement by calling your inbound call center. You also should know which ad she responded to (i.e., which toll-free number or in what time frame); if there was a pledge or donation made by credit card; and if so, when and in what amount. Or, did Mrs. Smith go to a special website landing page and donate in response to a DRTV advertisement — if so, when and in what amount?
Or, did Mrs. Smith go to the charity’s general donation page and donate within a few minutes of the running of a DRTV advertisement that was seen in the geographic area in which she lives — if so, when and in what amount?
- Companies:
- CDR Fundraising Group
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