The Nonprofit Sector’s Most Pressing Issues: The C-Level Exec’s Point of View

“Understand truly what the value of each channel is, and explain why you invest in it,” McGregor said. He also proposed asking yourself how you can generate more income. “Have a finance committee going through what makes money, how it makes money, what the lifetime value is, metrics, ROI, where to invest,” he added. Then use that detailed data to explain why direct mail — or any other channel for that matter — is a good investment. Let the numbers do the talking.