Find a control package (or several).  I’m always surprised when I talk to nonprofit organizations and hear things like, “we’re working on a new holiday package because our board thinks we’ve used the old one too long – they’re bored with it.”

I’m all for testing.  Testing is important.  But before you begin testing, you’ve got to establish a control package.  Then you’ll at least have a benchmark against which to compare your test results.

And if you’ve got a control package that works well, don’t just change it because someone thinks you’ve used it too long, or it isn’t “hip and new” enough.  Sure, test against it.  See if you can beat it.  But don’t just roll out a new package without knowing you won’t damage your revenue.