Cubine agrees: “The ROI would be horrible. It would require too much staff time and show too little results to be worth it.”
That said, no one has written off social networks as an entrance to the donor pipeline entirely. It’s just a matter of time. And the signs are there.
“We find that if a donor is engaged in our online community, their average gift is 50 percent higher than a donor who is only responding through direct mail,” says Roy Jones, director of development at Liberty University in Lynchburg, Va.
Get Your Head Out of … the Sand
Cubine agrees: “The ROI would be horrible. It would require too much staff time and show too little results to be worth it.”
That said, no one has written off social networks as an entrance to the donor pipeline entirely. It’s just a matter of time. And the signs are there.
“We find that if a donor is engaged in our online community, their average gift is 50 percent higher than a donor who is only responding through direct mail,” says Roy Jones, director of development at Liberty University in Lynchburg, Va.