No Such Thing as a Free Donor
Despite fundraisers' hopeful expectations, online-acquired donors often cost as much as their DM-acquired counterparts.
It wouldn’t be quite like raising money in a bank vault, but dreamy looks crossed fundraisers’ faces everywhere as they thought about how fantastic the cost-to-raise-a-dollar ratios would look for online donors. So much for conventional wisdom.
Today, we know a lot more. Online donors don’t respond uniformly to re-solicitation efforts any more than those acquired with direct mail.
- Companies:
- Craver, Mathews, Smith & Co.
- People:
- Kimberly Seville
- Mathews
- Smith
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