This Fundraising Test Is Not Transferable
"You can't let other people get your kicks for you."
— Bob Dylan
One of the many useful takeaways from last week's Bridge Conference is that careful, targeted testing is absolutely vital to a robust fundraising program.
Another is that you can't let other people do your tests for you.
I went to a couple of sessions that featured tests organizations and their agencies had conducted in the mail and online. Both were full of very cool ideas. But both also served as reminders that what's good for Goose.org isn't necessarily good for Gander.org.
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.
