No Such Thing as a Free Donor
Despite fundraisers' hopeful expectations, online-acquired donors often cost as much as their DM-acquired counterparts.
Truly “free” online donors who can’t be matched back to any campaign should be flagged and segmented separately so you can test, test, test to see what media, messaging and offers generate additional giving.
Like they say in fine print on diet commercials, “results are not typical.”
Not all bad news
However, donors acquired online are more valuable than direct mail-acquired donors in the first 18 to 24 months. They aren’t retained as well as direct mail donors, but one thing online-acquired donors are good for is bigger gifts and more of them.
- Companies:
- Craver, Mathews, Smith & Co.
- People:
- Kimberly Seville
- Mathews
- Smith
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