Workshop: A/B Tests

March 20, 2025 11:30am-4:00pm ET

Overview

How do you know what's working and what's not in your fundraising appeals? One way to find out is through A/B tests. By proactively testing the variables in your appeals—envelopes, signatories, subject lines, ask amounts, and more—you can collect data that will show what's resonating with different donor segments. Doing so will not only help you develop more effective strategies and make the most of your limited resources, but it will ensure that your donors receive appeals that are fresh, meaningful, and compelling.

Join us on Thursday, March 20th, for an interactive online workshop that will provide you with a framework for implementing and analyzing A/B testing as part of your direct appeals strategy.

Participants will have an opportunity to:

  • Discover the latest trends and best practices in A/B testing
  • Meet and get to know colleagues from other institutions
  • Find out how other organizations approach their work
  • View and discuss real examples, issues, and ideas
  • Examine your own efforts and identify opportunities for improvement
  • Obtain tools, templates, and other materials
  • And more!

This event is ideal for advancement professionals at educational institutions who wish to learn more about A/B testing.

  • Save $250 when you register by Friday, February 7th
  • AGN Members save an additional 40%
  • Receive further discounts when registering multiple attendees from one institution

Program

(all times are Eastern Time)

11:20am - Sign-In Begins

11:30am - Welcome

Meet the faculty, get an overview of the program.

11:45am - General Session 

Learn the fundamentals of A/B testing.

12:45pm - Assignment/Break

Take time to prepare for the next session.

1:00pm - Show & Tell

Look at and analyze real A/B testing examples and stories with other members of your group.

2:15pm - Break 

Take time to prepare for the next session.

2:30pm - Assessment & Takeaways

Identify challenges and potential growth areas, and discuss actionable strategies to run a successful A/B testing program.

3:45pm - Bringing It All Together 

Hear key takeaways, lessons learned, and words of advice from the workshop’s expert faculty.

4:00pm - Workshop Ends

*Note: Only one person/login per institutional registration.

Faculty

Dan Allenby  (Host) |  President & Founder at Annual Giving Network

Dan is an author, speaker, and consultant who has worked with educational institutions for more than 25 years to improve their fundraising results. An internationally recognized expert on annual giving, he is a CASE Laureate and recipient of the prestigious Crystal Apple Award for Teaching Excellence. His book Ideas for Annual Giving offers designs for helping organizations increase their levels of sustainable philanthropic support. Dan has led annual giving and membership programs at Boston University, Tufts University, Georgetown University, and the National Geographic Society. He also served on the faculty for CASE’s Summer Institute in Educational Fundraising and chaired its Senior Annual Giving Professionals Conference and Annual Giving Workshop for five collective terms. He holds a B.A. in History from James Madison University and a M.B.A. from Boston College. Outside of work, Dan enjoys spending time with his family, writing songs, and getting away to the beaches of Cape Cod. His philosophy is that success comes from focusing on what’s right in front of you.

Gina Fiorillo

Gina has led programs at New York University, the Rutgers University Foundation, Kean University, and Douglass College. She holds a B.A. in English from Douglass College and an M.P.A. from the School of Public Affairs & Administration at Rutgers University.

 

Megan Poole

Megan has led annual giving and direct marketing programs at the University of Virginia and the University of Florida. Her other experience includes work as a college writing instructor and a highschool English teacher. She holds a B.A. in English from Wesleyan College and an M.A. in English from Syracuse University.

 

 

For more information about this workshop, please contact us at 888.407.5064 or [email protected].