Presentation Summary: Prospecting for new donors continues to be challenging. Testing a brand new creative package is expensive and takes at least three to four months to produce readable results.
In this session, we’ll walk you through the strategy behind and the results of testing seventy-two variables from the AARP Advocacy Prospect Control over three months. The goal of the multivariate testing was to determine what small change, or combination of changes, to the control, could increase response rates.
The tests break down ideas by component: outer envelope teaser and envelope design, letter copy focus, design and technique, and ask strings.
Learning Objectives:
Set up a multivariate, multi-month test
Discover testing ideas for your own control packages
Read test results and what to do when results aren't statistically significant
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