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.
For example, there will be more “white mail” or unattributed responses simply because when exposing donors and prospective donors to multiple touchpoints, there is a greater likelihood that any single donor will take steps to reach out to you as opposed to responding to your solicitation through the channel used in a specific solicitation.
- Companies:
- CDR Fundraising Group
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