Trust your Data, Not your Instincts (What's Pretty Doesn't Always Work)
Thursday, July 14th, 2016
2:15 PM - 3:30 PM: Breakout 3
If we just trusted our instincts, marketers probably wouldn't mail as often or use the best practices we've come to trust. In this session, we underline the importance of testing by taking participants through the metrics of creative testing, including how to test, what to look for, and when to re-test. We'll talk about qualitative (focus groups) versus quantitative testing, plus data overlays to give you even more clues about how your members will behave. We'll also review industry trends that are tracked by groups like Giving USA and Blackbaud, and how those trends might apply to your program.
Learning Outcome #1
By attending this session participants will learn: Teach participants the basics of the testing methodology that underpins any successful marketing program. We test to improve our results, and build on what we learn.
Learning Outcome #2
By attending this session participants will learn: From simple A/B testing to more sophisticated data testing, this session will teach ways to maximize your fundraising by continual testing, evaluation, and more testing.
Learning Outcome #3
By attending this session participants will learn: Give participants an understanding of industry trends and how and when to incorporate them into their programs.