Clear Communication Key to Get the Information You're Looking For

For example, I have heard the term lifetime value to mean either the total sum of a donor’s contributions from the time she first connected with the organization, or the sum of the expected value of a donor’s gifts in the next five years, discounted year on year by the anticipated attrition rate and the effect of inflation. These are not the same things! We see this with other widely used terms in fundraising, such as ROI and retention.