Easier Said Than Done: Choose Your Budget-Cut Battles Wisely
Offer up your advertising and branding initiatives as a sacrifice, but fight to the death for your donor-acquisition efforts.
Think of it this way: Would you rather move 100 people 10 percent of the way toward giving or move 10 people 100 percent of the way toward giving?
In the first scenario — which is a branding or awareness campaign — your revenue is zero, no matter how much you spent. In the second scenario — a classic direct-response fundraising campaign — you end up with revenue. The only question is whether it came at an acceptable cost.
- Companies:
- Donor Power Blog
- Merkle
- People:
- Jeff Brooks
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