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.
But how do you do that same copy test when you are simultaneously engaged in: 1) telemarketing to some of those same donors, 2) running DRTV ads to recruit monthly donors, and 3) e-mailing some of those same donors?
For example, if you experience an increase in direct-mail response rate when you mail package A (compared to package B), how do you know that the increased performance of the package wasn’t a result of the DRTV messaging, the e-mail messaging or the telemarketing messaging as opposed to what you would have concluded from a pure A vs. B split test? Or, for that matter, how do you know if some donors gave via Internet because of your direct-mail letter, which contained the organization’s URL?
- Companies:
- CDR Fundraising Group
Related Content
Comments
