Test Your Messages

What do these three phrases have in common?

• Building an inclusive community.

• A moral imperative. 

• Equality of opportunity.

(No, this isn’t a trick question.)

They have all been used in endowed scholarship fundraising communications at three different leading liberal arts colleges.

It’s not hard to figure out why each of these applies to raising money for financial aid. 

And yet, each is distinctly different.

How will your organization figure out the right message for your audience when it comes to the next campaign, proposal, or donor conversation?

The answer, in a word, is TESTING.

Here are three ways to begin testing messages with different audiences:

1. Partner with your annual giving team. 

Select two possible phrases and work each of them into an email appeal. Using A/B testing (which your email marketing service should offer), send the A message to half your mailing list and the B message to the other half. Check results, rinse, repeat.

Not only will you get helpful data, you’ll also strengthen relationships with colleagues by working together towards a common goal.

2. Ask individual donors for their input.

This is a fantastic engagement opportunity and can be done one-on-one or in small groups online. Ask them: What resonates? Why is this important to you? What would you change?

3. Take it to your board. 

While I don’t recommend this in every case, for major fundraising initiatives like a capital campaign, it may well be worth your while. The board will feel that they’ve been included, and you’ll have gotten insights into their own feelings about the topic which could come in handy when it comes time to ask for a lead gift.