To: Fellow Fundraising Professionals
As you may be aware, I and our CBA fundraising pros often call or write to stations suggesting that they consider testing one of our campaigns (in acquisition, add gift, lapsed, upgrades or sustainers).
The stations listen somewhat patiently and sometimes say there’s no money for testing or that they’re doing just fine. Some probably think it will be a lot of work for them. I try to get off the phone quickly to avoid making them too testy.
But being in business for almost 40 years, we know that continuous testing is the smart thing to do. You have to see if your mail or email can do better. It’s a basic best practice of the job.
So each campaign we get a few membership people who do a test and without exception, they couldn’t be happier because of it. The results almost always fundamentally change the economics of their membership program for the better. Of course, some are skeptical and we test again and it works again.
Without mentioning the station, here are the results of an extraordinary performance of a Lapsed Reinstatement test from just this past May. There were 3 efforts and it included their mid level members:
A lapsed campaign of this size that can make as much revenue and net revenue as in our test panel can really change a budget significantly. More dollars frees up extra budget money for other fundraising.
So please, the next time I or one of my colleagues call to suggest a test, please don’t get testy, get testing. We’ll be in touch.