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.
In other words, to do multichannel testing, you must first establish methods to capture data within each channel, and you must think, in advance, of all the ways in which donors might respond to your solicitations — not just using the channel in which they are solicited, but using whatever channels the donors prefer.
- Companies:
- CDR Fundraising Group
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