baltimore Buildings
baltimore Buildings
baltimore Buildings
20NTC Session

20 Tests in 30 Minutes


Want to boost your email open rates, get more clicks, secure more donations, and increase gift amounts? Come learn about 20 A/B tests conducted on WWF’s emails and donation forms — what and how we tested, results we found, and changes we made. You are free to “steal” these ideas!

Target Audience

Marketing and communications staff and fundraising staff who send emails or work on donation forms


Gaby Gollub

Manager, Online Marketing

World Wildlife Fund

For more than 15 years, I have devoted my career to advancing the mission of several leading conservation organizations by striving for excellence and innovation in online communications, marketing and fundraising.

Sally Heaven


Raise HECK

Sally is a dynamic, creative leader with deep industry knowledge and top-notch communication skills. She cares deeply about progressive causes and gets especially jazzed by helping organizations doing good things for the world bring both proven and novel strategies, techniques and technologies to improve their outcomes. She’s as quick with a pun as she is with strategic insight.

Before founding Raise HECK with Charlotte Kresse, she was a senior member of the Customer Success team at Blackbaud. Sally managed a portfolio of the largest mission-driven nonprofits to help them achieve and exceed their goals. As a recognized subject matter expert, she brought both proven strategies and innovative new ideas to crucial areas of nonprofit fundraising and digital marketing – sustained giving, email deliverability, and online advocacy chief among them.

Sally also spent seven years at the at the Human Rights Campaign in the organizing department, where she led their digital advocacy efforts to support equality for LGBTQ people. She lived through the literal digital transformation of the organization as it adopted its very first cloud-based system for online advocacy and fundraising.

Originally from Ohio and a product of the very best of the Big Ten’s educational systems, she earned an M.S. in Biology from the University of Michigan and a B.S. in Biology from Indiana University. Sally now resides on the East Coast in Takoma Park, Maryland with her wife and three children. When not raising heck for progressive causes, you can find her cheering on her kids at their soccer matches and walking or riding her bicycle through the urban forest in Takoma Park.





March 26, 2020


1:00pm – 1:30pm



Collaborative Notes

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Session Evaluation

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