Geared Up for Growth

AM: That’s a great point. I want to switch a little bit to the other side of this formula, which is around the metrics and ROI. Kristin, I know you have thoughts on this.

KM: One of the things that I wanted to share with the group today to take us from the art over to the science is to look at how we measure ROI for these high-value segments. The changes that have happened in the last couple of years have created, in many cases, a less scientific approach for a lot of organizations in how often they speak to their midlevel donors and what the content of those conversations really includes. So I think it’s really time for a lot of organizations to set a new benchmark, specifically for their midlevel groups. But this really applies for everyone.