The Debate Over Fundraising Costs
It's a hot-button issue, indeed, but it's time to turn the focus to the right things.
Is it better for a food bank to spend $1 million to raise $3 million or to spend $5 million to raise $10 million? The fundraising ratio is much better in the first example. But the net revenue is much better in the second. The key question should be: Which one allows you to feed more hungry families? You can't feed people with ratios. It takes net revenue.
- Companies:
- Direct Marketing Association
- Russ Reid
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.
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