No Such Thing as a Free Donor
Despite fundraisers' hopeful expectations, online-acquired donors often cost as much as their DM-acquired counterparts.
Testing with some nonprofits shows a difference in their responsiveness to special appeals versus renewal notices, interestingly. For one group, online donors’ gifts to special appeals accounted for only half the percentage of additional gifts from direct mail-acquired donors, but response to renewals was roughly the same.
- Companies:
- Craver, Mathews, Smith & Co.
- People:
- Kimberly Seville
- Mathews
- Smith
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