324. How to Leverage A/B Testing to Grow Online Giving + The Psychology of Giving - Sam Baker

Overview
Meet Sam. She's a digital strategist who helps her clients increase revenue with A/B Testing, and she knows her stuff. In the last 10 years, she's helped companies like Abercrombie & Fitch, Under Armour, and Intercontinental Hotel Group use their website data to make more money - without increasing digital ad spend or building a new website. Don't miss this episode that will prep you well for Giving Tuesday and year-end🗓

💡Learn

• Defining A/B testing & how it works
• How to kick-off a successful A/B testing campaign
• The link between the psychology of giving and social proof
• A guide to everything that should be in your A/B toolbox

Today’s Guest
Sam Baker, Digital Strategist, Founder of Sam Baker Consulting

Episode Highlights

• Sam’s story and journey to where she is today (4:00)
• A/B Testing - Theory and Philosophy and why Nonprofits should be leveraging it (11:00)
• Storytelling + A/B Testing (15:00)
• The Psychology of Giving (17:00)
• An example of this in real life (20:00)
• How to implement + activate A/B testing (23:00)
• A powerful moment of philanthropy in Sam’s life (29:00)
• Sam’s One Good Thing: Always be curious. (32:00)

For more information and episode details visit: www.weareforgood.com/episode/324.

About our Sponsor Neon One
Technology alone can’t solve the challenges nonprofits face. That’s why Neon One provides software that empowers you to manage constituents all while giving you the resources and support you need to connect to what matters most - your people and their passions. Learn more about how Neon One is helping nonprofits create stronger connections by visiting neonone.com/weareforgood.

About our Sponsor Virtuous
You know we believe Everyone Matters - and we’ve witnessed the greatest philanthropic movements happen when you both SEE and activate donors at every level, and Virtuous is the platform to help you do just that. It’s so much more than a nonprofit CRM. Virtuous helps charities reimagine generosity through responsive fundraising, volunteer management, and online giving,  and we love it because this approach builds trust and loyalty through personalized engagement.

Sound like Virtuous might be a fit for your organization? Learn more today at

📅 Don't Miss These Free Upcoming Events! 👇

APRIL 29: Working Session Live: Forecast Your Monthly Giving Growth in 2026 with Dana Snyder (and the pathways to get you there!)

MAY  14: ImpactUp: Story This quarter, we're going deep on your most powerful (and underused) tool - Story. Local meetups happening worldwide. Find one near you. 

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