Publisher's Synopsis
Fundraising experts know that successful direct mail requires a continual search for improvements in copy, package formats, and lists through trial–and–error testing. There is no doubt that testing when done correctly can raise more money for your organization.
In
Testing, Testing, 1,2,3 direct mail and fundraising expert Mal Warwick shows how the cumulative value of thoughtful, systematic testing can help your organization reach its direct mail fundraising goals. This reader–friendly guide will take you through each phase of the scientific process of discovering your organization′s ideal combination of direct mail offer, package, and postage. Like Warwick′s other, widely quoted books on fundraising,
Testing, Testing, 1,2,3 is based on an abundance of real–world examples drawn from his more than two decades of experience in direct mail.
Testing, Testing, 1, 2, 3 offers the tools and guidelines you need to put direct mail testing to work for your organization. Step by step, Warwick shows how to design an effective test, interpret the results, and incorporate lessons learned into future mailings. He also shows how to identify those elements that best warrant testing. This vital information may save your organization thousands of dollars by helping you determine what′s important to test and what isn′t. And, since even experienced direct mail practitioners often find it hard to design statistically significant tests, Warwick shows how to know when you can trust the results.
Testing, Testing, 1, 2, 3 offers a wealth of information about direct mail testing, including
- Fundamental rules of the direct mail testing process
- When to test and when not to
- How to know when test results are meaningful
- Results from over three hundred separate direct mail fundraising tests
