The Case for Solicitation Testing August 22, 2007

Many GiftWorks users work for smaller and newer nonprofits...and they're getting off to a great start. Having worked for such organizations in the past, I know how pressed most staffers are just to keep the fundraising effort in motion, especially when weighed down by the number of hats typically worn. I am asking all of you, today, to step back and consider the value of solicitation testing.  It is the key to making both solicitations and you more effective. And that has to feel good.

Recently, a colleague shared a very interesting Association of Fundraising Professional (AFP) website article with me and here I quote one small "finding" reveiewed: "People participating in phone-athons gave more than the average gift when told about a big contribution a previous caller had just made. However, if the amount mentioned is too high ($1,000 was used in the study) donors did not increase their gifts. In addition, when callers [sic] were told about a gift from a donor of the same sex, they tended to contribute more than if the donor was of the opposite sex." See http://www.afpnet.org/ka/ka-3.cfm?content_item_id=24156&folder_id=2345 .

Wow, that is fascinating data for sure, but stop to think how easily information like this can help you with your next phonathon. Of course, AFP and other great organizations are wonderful resources for great ideas but they can't replace the testing that you do to confirm these principles, and myriad others, work for your constituency.

Please visit AFP (better yet, join AFP!) and learn all you can from their rich archives. Visit other sources like Mal Warwick's website (www.malwarwick.com) and learn all you can about direct mail solicitation. These sources will stoke your thought processes about the alternative approaches you can take...and test...with your solicitation efforts.

In resource-stretched operations, especially, we must work to insure that every solicitation returns more to us than just the dollars. As GiftWorks users, you already know you'll be able to track these "experiments" by creative use of donation fields like Donation Appeal, Solicitor, the Directed/Restricted To field, or any of your available custom donation fields. OK, you know you got the tools. Now use them to give your solicitions the legs they need to carry your mission forward.