No Such Thing as a Free Donor
Despite fundraisers' hopeful expectations, online-acquired donors often cost as much as their DM-acquired counterparts.
When analyzing the cost to acquire them, a significant portion of online donors are not “free” after all.
Regular match-back analysis indicates that anywhere from 20 percent to 50 percent of online donors received a direct mail acquisition piece in the weeks preceding their contribution. Unlike donors who find their way to your Web site on their own, a good number of online donors choose to give online simply because it’s the financial transaction method they prefer.
- Companies:
- Craver, Mathews, Smith & Co.
- People:
- Kimberly Seville
- Mathews
- Smith
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