Because It Matters: Avoiding the Not-So-Fab Four

Third, rank each of your fundraising programs by return-on-investment (ROI), from highest to lowest. Your table should show the total expenses, the gross revenue you expect to raise and the resulting net revenue. A robust and effective fundraising program will include multiple program areas — appeals, newsletters, gift receipts, pledge program, high-end and major donor program, affirmation efforts for select donors, and new donor acquisition. Your knowledge of what each program is producing in terms of net revenue will help you prioritize your work and “sell” your efforts within your organization.