Skip to content
Agents of Good
Agents of Good
We Are Agents of Good and So Are You!
  • Home
  • Agents of Good
  • Blog
    • Top 10 Blog Posts
    • Star Wars Series
  • Speaking
  • Work
  • Clients
  • Testimonials
  • Connect
  • Home
  • Agents of Good
  • Blog
    • Top 10 Blog Posts
    • Star Wars Series
  • Speaking
  • Work
  • Clients
  • Testimonials
  • Connect

Testing, testing, 1, 2, 3…

I know, you probably hear it all the time but I don’t see charities trying it enough anymore. I know money is tight but you should constantly be testing something to see what your donors respond to and what they don’t respond to.

Testing is most common with direct mail but take a cue from the corporate world – you can test anything in any media – but for now, let’s take a look at direct mail.

If you have a control prospect package (which basically means it is a mailer you use annually, twice a year, etc) that consistently performs for you – you should be trying to make it better and beat it every time you mail. Here are some suggestions (and the list can be endless) – some more costly than others:

Outsides:
1. Try adding/removing/changing the tag line.
2. Using a picture vs not using a picture.
3. 4 colour vs 2 colour.
4. A different size envelope vs. the one you are currently using.
5. A differnet stock colour.
6. A first class stamp.

Insides:
1. Adding a lift note or insert vs no lift note or insert.
2. A longer/shorter letter.
3. Colours
4. Pictures
5. COPY!
6. Letter signers.

Again, once you start to think about it – it is easy to come up with some testable ideas.

That being said – there are two things you need to keep in mind. And these are also forgotten in the heat of testing…

Test one thing. Sorry, I know you’ve got all these great ideas, but it is the only way you’ll be able to say “This test made a difference/no difference”.

And – don’t test things that will unlikely to change your response rate – remember – you are trying to raise money so only test things that hopefully will make more people respond and – give more money.

Agree? Disagree?

Category: Direct Mail, John LeppBy John LeppDecember 9, 2009Leave a comment

Author: John Lepp

Agent John is a long time marketer, designer and ranter. Agent Jen calls him "authentic". Others may not be so kind. The truth is, John wears his heart on his sleeve and when provoked will wave his hands and raise his voice an octave as he voices his frustration and opinions. And a blog post may even come of it.

Post navigation

PreviousPrevious post:Lessons learned in KindergartenNextNext post:Does design matter?

Related posts

#donorlove celebration: THE WINNER IS…
January 14, 2019
#donorlove celebration: New Donor Love (Bungee) Heights from Edinburgh Dog & Cat Home
December 4, 2018
#donorlove celebration: The College of Dentistry Know the Donor Love Drill
December 4, 2018
#donorlove celebration: Sue Ryder’s ‘Thank You Thursday’
December 4, 2018
#donorlove celebration: Tibet Relief Fund’s Non-Stop Thanking
December 4, 2018
#donorlove celebration: A lesson from a pro
November 26, 2018

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

clear formPost comment



Looking for a specific topic or post? Just search!
Other random posts
  • Three Things: Content
    May 21, 2013
  • Being donor focused
    July 23, 2013
  • RE: Fightin’ Words!
    November 23, 2010
  • Dear Granny Love…
    November 30, 2015
Topic
  • #donorlove (14)
  • Awareness (24)
  • Bequests (10)
  • Branding (44)
  • Case Study (52)
  • David Love (12)
  • Direct Mail (106)
  • Fun (70)
  • Graphic Design (50)
  • Jen Love (84)
  • John Lepp (140)
  • Mark Haak (7)
  • Opinion (111)
  • Secret Agent report (10)
  • Social Media (42)
  • Star Wars Fundraising (4)
  • Top 10 (10)
  • Uncategorized (4)
  • Writing (85)
Latest Tweets
  • Tweet Avatar
    @agentsofgood
    @@agentsofgood
    @TheDMailMan thank you for sharing Blase!

    4 weeks ago
  • Tweet Avatar
    @agentsofgood
    @@agentsofgood
    RT @TheDMailMan: From @agentsofgood - What are "delighters" and why does your #nonprofit need them? https://t.co/R2TeynEAgY #fundraising

    4 weeks ago
  • Tweet Avatar
    @agentsofgood
    @@agentsofgood
    RT @BTalisman: I be there #donorlove SW Jan 19-20 led by @agentjenlove @johnlepp @ToastFundraiser @BeateSorum & @Markyphillips. $… https://t.co/VPZ6kZD9G6

    2 months ago
Testimonials
  • I had the pleasure of working with John and the team at Agents of Good on our annual year-end appeal. The guidance and advice we received was invaluable and will improve all our future donor communications, not just this one appeal. John pushed us out of our comfort zone and challenged us to bring not just our appeal but also our relationship with our donors to the next level. He was patient, informative, and enthusiastic to see us succeed. If even half of the care and kindheartedness John showed to us and our appeal makes it to our donors, they are going to be overwhelmed with feelings of affection.

    Joanna Pelizzoni, Fundraising Manager, Histiocytosis Association
© Agents of Good. All Rights Reserved. Website Design
  • Home
  • Agents of Good
  • Blog
    • Top 10 Blog Posts
    • Star Wars Series
  • Speaking
  • Work
  • Clients
  • Testimonials
  • Connect
Main