How to message test without breaking the bank
Written by niki juhasz
TLDR: Message Testing Without Breaking the Bank
Did you know you can message test using just a few hundred dollars? (Or less!) In this blog, we explore:
How to use A/B testing and ads on social media to test your messaging.
How to get valuable feedback from the stakeholders you already work with, such as a Youth Advisory Committee or your board of directors.
Why getting insights from your team can ensure your messaging is just right!
You’ll walk away from this blog with great ideas (and actionable next steps) for how to test your messaging and ensure it resonates with your most important audiences.
You’ve heard me say it a million times: at Forthright, data is queen . That’s why, when we hear questions like these…
Will our messaging move donors to take action?
Does our messaging resonate with the families we serve, or just with us?
Will policy leaders get why they should care about our policy priorities?
… our answer is another question: What does the data say?
Now in an ideal world, you’d have thousands to invest in focus groups, interviews and robust surveys to help you answer our question. But for most child and family focused nonprofits, that’s simply not possible.
The good news? You don’t need a five-figure budget to get high-quality feedback. You can move away from guesswork by using the experts you already know: your community.
Here are three ideas that won’t break the bank!
GET SOCIAL
If you want quantitative data without the price tag of a data scientist, try a small social media A/B test. Here’s how to do it:
Determine what you most want to test. Is it how you describe your mission? Call to action specifically? Design? Focus on making that single thing different in your A/B test. (You want the results to be clear!) For example, you might test two versions of the same message:
Option 1: At Forthright, we work exclusively with organizations that love kids! Click the link below to learn more about how we can partner.
Option 2: At Forthright, we serve nonprofits and foundations that focus on child and family advocacy. Click the link below to learn more about how we can partner.
It's the same message, said two different ways. The engagement with each post will help you determine which is better.
Choose your investment. Check out this helpful blog about Zapier about how much engagement you can typically expect when you invest in Instagram ads. The good news? Even spending $100 can start getting you answers!
Launch your ad campaign and monitor the results. Use what you learn to make data-backed decisions about your content moving forward.
Talk to *Your* Experts (With Lived Experience!)
One of the most effective ways to test a new message is by collaborating with the groups who already know you. For example, if you have a Youth Advisory Committee, they’ll likely have valuable insights into your work.
Here’s how you might gather feedback effectively in a single afternoon:
Run a 2-Hour "Vibe Check." Invite 5 – 8 youth leaders (or whoever you choose as your partner!) to a focused feedback session. Show them your draft headlines, images or About Us copy.
Ask "Why" and "How." Instead of asking if they "like" it, ask for specific feedback, such as:
What is the first word that comes to mind when you see this?
Who do you think this message is for?
How does reading this messaging make you feel?
Compensate fairly. This is the most important part. Their lived experience is expertise. Providing a stipend or gift card for a two-hour session respects their time and ensures you're getting their best thinking. We recommend including on-site child care (if it’s an in-person feedback session!) and food as well.
This approach ensures your content is authentic and grounded in the reality of the people you support. It’s the difference between talking at your audience and speaking with them.
Pro Tip: Think about who needs to love your messaging – then, choose the right group to “test” it with. For example, your board members may have valuable insights into what donors and supporters care about.
The "Front-Line" Reality Check
Your staff members who work directly with families – like social workers, program coordinators or volunteers – are often your greatest untapped resource. They hear the language families use every day.
Set up a 15-minute "Lightning Round" during your next staff meeting. Show them your messaging and ask: Is this how a parent would actually describe their experience?
If your copy feels too corporate or academic, these are the on-the-ground experts who can help you bring it back down to earth.
Budget friendly feedback is valuable feedback. So get out there, get some insights and make your messaging the best it can be!
About the Author
Niki Juhasz is a seasoned communications professional with more than 10 years of advocacy experience. Niki partners with Forthright Advising clients, simply put, to help children and families thrive. From teaching capacity-building trainings to crafting smart communications strategies, she’s happiest when she helps Forthright clients feel confident and excited about their communications initiatives. Since joining Forthright, she’s helped place a question about child poverty into the presidential debates, led multiple award-winning campaigns – and helped partners message test too, of course.
