Playbooks: Creating an Experiment or A/B Test

Creating an Experiment with Avid Playbooks

Sometimes you don’t need a full campaign—you just need to test one idea. A new message. A different design. A shift in tone. With Avid Playbooks, you can quickly run targeted A/B experiments to test specific variations of your fundraising assets—without launching an entire play.

Here’s how to set up an experiment using Avid Playbooks:

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1. Start from Your Playbooks Page

Navigate to your Playbooks dashboard and click “Make Experiment.” This takes you directly to the experiment setup workflow.

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2. Add a Treatment

Treatments are the variations you want to test. Click “Add Treatment” and enter:

• A name for your treatment (e.g., “Credibility Focused Donation Page”)

• A short description to keep your treatment

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3. Choose the Asset Type

Decide what you’re testing. Avid lets you experiment with various fundraising assets including:

• Donation pages

• Emails

• Direct mail copy

• Facebook ads

• Text messages

• Quizzes

• …and more.

For this example, let’s say you’re testing a donation page. Select “Donation Pages.”

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4. Input the Original Creative

To generate an optimized variation, Avid needs to understand your starting point.

Copy and paste in the core components of your current asset. For a donation page, you'll need to enter your current:

• Headline

• Body copy

• Call to action

You can format text, add links, and make sure the original creative is accurately represented.

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5. Generate a Treatment

Once your original is plugged in, click “Create a Treatment.”

You have a few options on how to create the treatment:

1. You can provide "Additional Guidance" to give Avid custom guidance on how to write the treatment.

2. You can use a "Behavioral Psychology Concept"

3. You can choose a "Writing Framework" to customize the copy approach

For instance, select Credibility to emphasize trustworthiness in your appeal.

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6. Let Avid Do the Work

Click “Generate.” Avid will take your original content and apply your chosen strategies to create a new version designed for better performance.

Once generated, your treatment will appear alongside the original—ready for testing.

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7. Launch Your A/B Test

Deploy both versions to your donation platform or website and run your test. Avid makes it easy to see which message drives more engagement, donations, and revenue.

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Why It Matters

Testing isn’t just for tech teams. It’s for fundraisers who want proof, not guesswork. With Playbooks, you can instantly generate experiments, allowing you to scale what works—and leave the rest behind.

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