Single? Multi! Omni?!? Measuring acquisition ROI
Friday, July 12th, 2019
8:15 AM - 9:20 AM: Breakout 5
Should your organization invest in email acquisition? Grow direct mail acquisition? Advertising? All of the above? What if the online-acquired donors give to a direct mail renewal—how do we judge the performance of the initial investment?
Join us to talk about the best ways to determine ROI on your investment across all channels. Sempervirens Fund's acquisition program, spanning direct mail, digital, mobile and more, is a case study in all the ins and outs to consider when assessing (and justifying!) your investment in growing the file. Then, Mal Warwick Donordigital will provide examples from organizations with small and large fundraising programs, and a variety of levels in acquisition investment. And EveryAction will share their brand-new acquisition reports!
Learning Outcome #1
By attending this session participants will learn: How to determine what costs to include when assessing acquisition return on investment…and how that may be different by channel
Learning Outcome #2
By attending this session participants will learn: Attribution of donors/gifts back to the initial acquisition investment—taking cross-channel giving behavior (including organic web giving) into account
Learning Outcome #3
By attending this session participants will learn: Review different metrics and reporting formats and how to use them to guide future decision-making, and how to know when to cut your losses
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: A panel of presenters