Since many of our new clients have come from somewhere else, we’ve had the opportunity to see what others have done. We can address their biggest concerns and produce the annual net income increases they need.
Three problems are alarmingly common:
Usually, due to the small number of respondents in these email campaigns or flaws in their test design, these so-called “winning ideas” are anecdotal at best. The perceived differences in response rates might be due to chance. Nonprofits should not rely upon them for decisions about what to do in the future. There is a strong possibility the “losing idea” could actually have been as effective or more. Worse, organizations then believe that they should never do X in the future because Y was better. Any statistician worth their salt will tell you that’s not much better than flipping a coin.
All too often, the Big Things – that can change the impact of an organization – are not being adequately explored.
The Big Things not getting the attention they deserve fall into two categories:
In either case, if these kinds of ideas are never tested, the mere knowledge of them will do little good for you.
This is exactly why Avalon has an in-house analytics team that is fluent in both statistics and fundraising. Our specialty is helping clients decide what to test, and how to interpret findings accurately – for smarter, faster, and more strategic innovation.