Have you ever received a snail mail, two-sided, front and back, end-of-year appeal from your alma mater? Most likely it is written by a student receiving financial aid demonstrating the impact of how your gift makes a difference. The tone of the ask, coupled with the feel-good nature of the holiday season, is a win-win. Or is it? Explore how your team can model Calvert Hall's A/B testing model to find the perfect sized email appeal campaign to convert more gifts every fiscal/calendar year end.