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.
However, it is still important even in a successful fundraising program to measure, as specifically as possible, what is “working” and what is not. Therefore, measuring results, despite the complexity of doing so, is an important part of accountability in fundraising. FS
Geoff Peters is president and CEO of CDR Fundraising Group. Reach him at gpeters@cdr-nfl.com
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- CDR Fundraising Group
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