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.
If the integration of multichannel fundraising efforts is the holy grail of direct-response fundraising, then one of the biggest challenges to achieving this pinnacle of success is figuring out what combination of channels and what tests within any channel “worked” or produced the best ROI. This actually poses two challenges in today’s environment: The first is to capture the data in a single location so you can design tests and conduct measurements, and the second is to design tests that meaningfully measure what you are trying to understand.
- Companies:
- CDR Fundraising Group
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