Testing Tuesday: A weekly series on how to get the most of direct-response fundraising tests
When I was new to fundraising, I read about a direct mail test that showed putting the stamp on the outer envelope at a slightly off-kilter angle increased response by a statistically significant margin.
I was in awe. And overwhelmed. If a detail that insignificant could move the needle, how many other details I'd never thought about might be scuttling my work?
What I hadn't really taken in was the fact that it was a test in commercial direct marketing that was mailing millions of pieces year 'round. They could test things like that.
There may be nonprofit direct mailers with the volume to test that kind of thing, but I don't know them. (If they'd like to get in touch, I'd be happy to talk!)
For those of us in the real world, testing tiny, subtle things is a waste of time. Wondering between two different shades of orange? Testing is unlikely to tell you which. It also won't likely show a difference to a minor change in copy.
And, in my experience, even a whole new, completely different logo doesn't move the needle enough to give a significant read.
To learn useful things, test bigger.
Test completely new approaches.
Test new offers.
In direct mail, test the outer envelope -- this is the element that has the most impact on response, so changes to it can do the most good (or harm).
Finally, be sure whatever you test is repeatable, that whatever you learn can be rolled out in the future.
