I’ll let you in on a solid gold tip. This could save you tons of time and make tons of cash: test last year’s fundraising winner again this year.
This is true for all channels.
If it’s an email, test sending the message to the test audience again as a reminder. You could try with or without a little topper. Or with a reply-style subject line (re:) vs. a new one. So many options. If that works, try sending a third time.
You just might have a winner on your hands again this year, for very little work.
This article covers some of the main arguments in favour of repetition pretty well, but here’s a quick summary:
- Most people didn’t even notice you sent anything (think of how many marketing messages you’re getting at this time of year)
- People aren’t paying attention to you UNLESS you repeat yourself. Repetition is one of the key drivers of success in for-profit marketing comms!
- If a handful of people are complaining, develop a plan just for them (and remember, complaints can be a good thing)
One last tip: remember to focus your efforts right now on what will give you the biggest bang for your buck. Got an email list that responds well? Active Facebook community? Focus there first.