What is the right balance to strike between pitching a strong “hook” in our pamphlets versus keeping them “clean” so that only the appeal of the pamphlets as a medium is measured?
What you want to assess is the marginal cost-effectiveness of pamphlets, so I think the right approach is to include the best hook that you can which scales up at zero marginal cost. This probably excludes an online giving game. It should allow an online video, but ideally one that can be reused if distributing these elsewhere rather than too personalised to the target audience.
Really good point here; I was a fan myself of the online Giving Game, but that would be hard to scale with the program without securing a donor willing to finance it at a pretty large level.
What you want to assess is the marginal cost-effectiveness of pamphlets, so I think the right approach is to include the best hook that you can which scales up at zero marginal cost. This probably excludes an online giving game. It should allow an online video, but ideally one that can be reused if distributing these elsewhere rather than too personalised to the target audience.
Really good point here; I was a fan myself of the online Giving Game, but that would be hard to scale with the program without securing a donor willing to finance it at a pretty large level.
If the hook is worth it, how expensive would it be to scale and hard would that be to finance?
I suppose if the initial pamphlet run is worth it, you could then A-B test it with a Giving Games pamphlet.