27 Keys to Monthly Giving Program Success, Part 4 (20-27)

• Which offers generate the highest average gifts?
• Which offers create the highest churn rates?
• Which offers result in the longest lifetime value?

He also said you should measure everything from e-mail appeals to passive vs. active Web terms and calls to action, telemarketing, direct mail, advertising, search, etc. The goal is to determine where you should spend more resources to optimize your marketing mix.