In this session you’ll learn about the two, inter-related problems of traditional direct mail testing:
1) The A/B road to infinity
2) Throwing out the Baby with the Bath Water
and how to avoid both with a methodology and tool well established in the commercial sector to guide product development for things like toothpaste when faced with a myriad of choices and combinations on size, shape, color, brand name and price point.
You’ll hear about case studies in the non-profit space applying this tool to direct mail packages to identify the optimum combination of outer envelope, letter, copy, teasers, premium inserts, etc…You will get a behind the scenes look at the process and understand the significant financial benefits from lower production costs to better net income and of course, getting to rollout faster. You will understand why one senior fundraiser said “it is like 18 months of testing in a day”.