Geared Up for Growth

4. The fourth is annual value per audience member. … Look at all those folks who were in your program; what was their contribution throughout the year?

The next three are related to investment and return to your org.

5. The first is your annual cost per audience member. So you’re going to add up all of the pieces that you mailed during the year, all of the e-mails that you execute, all of your annual reports and cultivation efforts and all of the things that may not necessarily be revenue-generating, and look at what the cost is per audience member.