No Such Thing as a Free Donor
Despite fundraisers' hopeful expectations, online-acquired donors often cost as much as their DM-acquired counterparts.
No simple solution
Online donors are proving to us yet again that all donors are not created equal, and our success in retaining them and upgrading their level of giving depends on how fully we understand them in all their quirkiness.
Certainly, every organization must conduct its own testing to determine if the following intelligence about online donors holds true, but years of testing and tracking and detailed analysis tell us that, in general, online-acquired donors have a lower retention rate and a lower lifetime value than direct mail-acquired donors.
- Companies:
- Craver, Mathews, Smith & Co.
- People:
- Kimberly Seville
- Mathews
- Smith
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