I recently had Professor Adrian Sargeant of The Philanthropy Centre on the line, so I asked a quick, but a very important question:
When should a fundraiser NOT bother with testing?
We go on and on about the importance of testing, and yet there are many times when testing is a complete waste of time, money, and energy. And it can teach us nothing at all … or worse yet, give us the wrong information.
Here’s when you should not test:
- When the number of donors you’re working with is too small to give you statistically significant results. When your number is too small, there’s more noise than signal. You stand a high chance of getting a false reading.
- When the notion you’re testing is already well established by other similar fundraisers.
- When it’s not clear what you’re trying to discover.
You’ll find Adrian clears the air on this difficult and complicated topic!