Direct-Mail Testing to Nowhere

I suspect a good part of the reason why fundraising and especially acquisition are so flat or down lies in the business-as-usual, risk-adverse nature prevalent in the contemporary nonprofit mentality. Nowhere is this affliction among both agencies and nonprofits alike more pronounced than when it comes to direct-mail testing.

The bread and butter of conventional nonprofit testing methodology has long been the A/B split test. And while the logic is sound, it is incredibly inefficient and unproductive.