The fundraising world abounds with conventional wisdom. Volumes of it.

The problem is the conventional wisdom often doesn’t work.

Here’s an interesting and provocative argument that the problem with email is that we’ve made them too pretty.

Is that true? I have no idea, but it sure made me think.

People pretty much never behave the way we “expect” them to behave. More people are on iPhones and tablets so if we make our donation forms mobile responsive we’ll raise more money, right? Apparently the real answer is “not always.”

Testing is more important than ever. Battle scars trump book-learning.

And just because it worked for some other cause, don’t for a second assume it will work for yours.