PIA/GATF Converge Conference — Sell VDP to Decision Makers

In my own experiences, I have, depending on the client, simply asked for a random slice of their database, say 10 percent, and converted it to VDP. I did this once with a college whose annual fund-raising drive was stalled at a response/participation of 3.2 percent for this particular campaign. The random 10 percent of the donor list that was personalized generated an 8.1 percent response/participation rate and an increase in average dollar given. The static 90 percent returned a 3.1 percent response. The point is that there are many variables to testing tactics and techniques.