To the Point: Get Ready to Rummage

6. Stop flying blind.
Finally, one of the beauties of online marketing and fundraising is that you can test just about anything. For example, when doing an e-mail campaign, you can test the effectiveness of subject lines, from lines, copy, video, etc. Similarly, analytics on your Web site can tell you who visits, as well as when and where they come from. Use this empirical data to drive your marketing effort instead of flying blind.