A Blast from the Past: So, Uh, Are We Doing This Right? (June 2012)

Meanwhile, those who have toiled in the fields of direct response, where everything was and remains measurable, are being asked to measure more complex marketing scenarios involving multiple channels.

This is no less true in fundraising. Not so long ago, in many nonprofits the “communications” team could do “brand building” without the discipline of measured ROI. Not a single piece of direct mail could be sent without a budgeted return on investment, but four-color, bound annual reports could be mailed at a cost of $6 each without any measure of their return.