baltimore Buildings
baltimore Buildings
baltimore Buildings
20NTC Session

Is It This or Is It That? A/B Testing Success!


Would you rather attend a session called A/B testing or maximizing results? Guess what … it’s the same session. Learn how to create A/B tests and reliably analyze the results to increase response and take your fundraising program to the next level.

We’ll walk through real-world examples from Sempervirens Fund and many other organizations. We’ll share how to set up a test and analyze your results for statistical significance and high confidence in replicability. We’ll share examples of tests spanning direct mail, email, landing page, text, and digital ad testing across a wide variety of organizations—with an interactive voting session reviewing many nonprofit tests, ranging from simple tests to more complex and creative ideas.

Let’s make sure we test our ideas before making assumptions that they’ll raise more money! Join us for specific ideas for testing and fine-tuning your program to get the very best outcomes from your audience.

Learning Outcomes

  • Optimize your fundraising program across channels to increase response rates, revenue and engagement.
  • Explore a step-by-step guide to selecting and implementing the most effective tests and properly analyzing the results.
  • Review case studies and real-world examples.

Target Audience

Fundraisers and marketers who want to know the right way to design a test.


AnalyticsCase StudyDataStrategy


Michelle Shefter

Vice President, Fundraising Products


Coming soon

Wendy Husman

Account Director

Mal Warwick Donordigital

Wendy Marinaccio Husman, Account Director with Mal Warwick Donordigital, has been a fundraiser since 2002, when she got her start as a grant writer for an avant-garde puppet theatre company. Her Donordigital clients include Perkins School for the Blind, World Animal Protection and Corporate Accountability. Prior to her work with Donordigital, she served as Membership Director at the Golden Gate National Parks Conservancy and Director of Development at Alonzo King LINES Ballet.

Jennifer Rist

Senior Account Manager

Malwarwick DonorDigital

Jennifer Rist is a Senior Account Manager with Mal Warwick Donordigital. She has worked in the direct mail industry for over 10 years while 8 of those have been fundraising focused. Her MWD clients have included Corporate Accountability, National Organization for Women and the Student Conservation Association among many other wonderful organizations. Jennifer received her undergraduate degree from the Kogod School of Business at American University in Washington, DC. Graduating with a specialization in direct marketing. Before her work with MWD, she worked at another non-profit direct marketing firm and intelligence, data acquisition, and marketing advisory firm.





March 25, 2020


1:45pm – 3:00pm



Collaborative Notes

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Session Evaluation

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