4 Keys to Justifying Donor Acquisition to Your CFO/CEO/Board

Due to the wild success of President Barack Obama’s online fundraising in 2008, Rowley has incurred the questions of why not just “move everything to the Internet because it’s free and Obama did it,” he said. “So we try to explain why that was a phenomenon and not the norm.”

The way he does that is by providing all the data to the higher-ups: the cost per new donor ($6-$23), how many RNC brings in each year, how quickly they become multiple-time donors, lifetime value (over 10 years they’re worth about $300 on average), etc.