So, Uh, Are We Doing This Right?
Testing and results measurement were much easier in the pre-multichannel days of fundraising. It’s tougher now, but equally as important — if not more so.
- Thus, your split test is: Of those who have an e-mail address on record, do they respond better when receiving only a direct-mail piece or when receiving an e-mail reminder? You would further split this test based on testing e-mails before, e-mails after, and e-mails both before and after. Thus, counting the control group you would have a four-way split.
- You then need to attribute revenues from those who receive the letter and an e-mail reminder but then donate via e-mail rather than via mail. So each outbound e-mail link needs to be coded to a different donation page or otherwise tracked so you can determine that the donation was in conjunction with the e-mail reminder and postal mail package. Here, you really don’t have a “control,” but you do have the before, after and both three-way split.
- When doing your final analysis, you need to amalgamate the income or calculate overall response rates for each scenario (control, before, after, both) across both channels in order to measure the effect of using two channels instead of one.
Testing outbound telephone calls designed to alert the prospective donor to the postal mail letter.