By Mal Warwick
Fundraising specialists be aware of that profitable junk mail calls for a continuing look for advancements in reproduction, package deal codecs, and lists via trial-and-error checking out. there's no doubt that testing—when performed correctly—can increase extra money on your association. In checking out, checking out, 1,2,3 junk mail and fundraising specialist Mal Warwick exhibits how the cumulative worth of considerate, systematic checking out may help your company succeed in its unsolicited mail fundraising ambitions. This reader-friendly consultant will take you thru every one part of the clinical strategy of studying your organization's perfect mix of junk mail provide, package deal, and postage. Like Warwick's different, commonly quoted books on fundraising, trying out, trying out, 1,2,3 is predicated on an abundance of real-world examples drawn from his greater than 20 years of expertise in direct mail.Read a Charity Channel review:http://www.charitychannel.com/publish/templates/?a=38
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Additional info for Testing, Testing 1, 2, 3: Raise More Money with Direct Mail Tests
Sticker No sticker Difference with sticker % difference with sticker Total Gifts % Resp. Avg. 49 ؉75 ؉57 ؉32% ؉32% ؉2% ؉38% ؉16% * These ﬁgures take into account only gifts of less than $100. There was substantial revenue from $100+ gifts in addition. I don’t know about you, but anytime I can increase revenue by 38 percent by spending only an additional 16 percent, I’ll jump at the chance! additional donors yourself in the future. So at least at ﬁrst you’ll probably want to opt for more donors by asking for a smaller ﬁrsttime gift, even if that results in a lower average gift.
Avg. 78 ؉49 ؊28 ؉26% ؉26% ؉10% ؉40% ؊8% * These ﬁgures take into account only gifts of less than $100. Who woulda thunk it? Is it possible that prospective donors had become immunized to the control package through repeated exposure and that the downsized carrier was enough of a change to recapture their attention? Who knows? The ways of the market are mysterious indeed! In any case this represents one of those rare examples of an unequivocally successful direct mail test—proving that sometimes you really can have your cake and eat it too.
This way, if any of these less-promising lists do prove fruitful, you’ll have lists with rollout potential for future acquisition mailings. Usually, 5,000 is the minimum number of names you need to randomly select from a single list in order to make a valid test of that list. Thus a 50,000-piece mailing will let you test ten different lists. (If the rate of response to your 5,000-piece mailing is 1 percent, a typical list will yield 50 returns; statistical purists, however, often insist on a minimum of 100 or even 200 returns to ensure valid results.