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Jul 15, 2020

Need Some New Testing Ideas?

Generating new test ideas that lead to significant performance improvements can be difficult. We aim to be data-driven in our decision-making.  As someone who studied in the social sciences, I think we can look to people-centered research to inspire new donor engagement methods.  It may be an unconventional source of inspiration for non-profit marketing, but I think there is great potential for fresh ideas.

With that in mind, here are two studies I find interesting and my corresponding test ideas.

Study #1

Researchers studied the impact of price format on purchases in a restaurant environment. Guests were given menus with prices in one of the following formats:

$20.00

20

twenty dollars

The differences may seem inconsequential. However, patrons with menus featuring prices in simple numeric-only format (20) spent significantly more than patrons in the other two groups.

Test Idea: Remove dollar signs and decimals from ask arrays on response devices and/or online donation forms.

Study #2

In a series of experiments, researchers found priming participants with money (reminding them of the idea) made them less helpful, less likely to ask for help, and less generous with their time and money than participants who were not primed with money or images of money.

Test Idea: Remove any images of or relating to money and keep all other creative and messaging the same. For instance, if there is an image of a dollar bill on the outer envelope, remove it.

If you try out any of these ideas, I would love to hear what you learn!

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