So, Uh, Are We Doing This Right?
Testing and results measurement were much easier in the pre-multichannel days of fundraising. It’s tougher now, but equally as important — if not more so.
For a number of years now, there has been a trend in the advertising and marketing industries toward a greater accountability for dollars spent. The recent recession has accelerated this trend. Thus, what used to be the darling unit of an advertising agency — general television and display advertising — is now being asked to “prove” that expenditures produce a return on those investments.
- Companies:
- CDR Fundraising Group
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