The Five Basic Steps to Acquiring Donors Online

To maximize the impact of your online communications, adopt a culture of testing. For example, if you send a monthly e-news-letter featuring two topics, instead try sending out two e-mails each month, each devoted to a single topic, to a test segment of your file. Then add a third e-mail — a direct appeal, say — in one of the extra weeks. After a few months, 
compare the test segment with the control group to see which 
performed the best.