Testing, Testing 1, 2, 3
Raise More Money with Direct Mail Tests
Chapter One
Testing, Testing, Testing-Until
You're Blue in the Face
Every once in a rare while, you'll hit the nail on the
head with a powerful marketing concept-a seemingly
perfect marriage of direct mail package and lists-at the very
beginning of a new program. Your control package-the standard-bearing
donor acquisition appeal you can keep mailing-may
emerge more or less wholly formed from a successful pilot mailing.
I've seen that happen more than once.
But much more often it takes two or three tries, and months or
years of step-by-step refinements, to produce a workhorse prospecting
package that will build a large, responsive donor file for your
organization. And then, sometimes quite suddenly, that package will
"die," and you'll have to come up with another one very quickly.
A donor acquisition program might not hit its stride until its
third or fourth year or even later. The length of this process may
relate to ... read full excerpt from Testing, Testing 1, 2, 3: Raise More Money with Direct Mail Tests ebook
