You are doing everything right. The right messages. The right timing. The right tone. And yet, you are not getting the results you were hoping for. Why?
What if it were as simple as not talking to the right people?
If a fundraising manager does not focus their recruitment efforts on the best acquisition channels and sources possible, it is like pouring low-quality gasoline in an engine. You can have the best engine in the world, it will simply not be enough.
With lifetime value analysis (which is part of our strategic diagnostic offering, whether as a stand-alone study or as part of Decisive System 360°), we go beyond short-term results and acquisition campaigns ROI and focus on what the newly-acquired donors become once in your database. And the differences can be astounding. What’s more, long-term performance is not systematically correlated with short-term results. In other words, the channels and sources that work best in the short term are rarely those that guarantee the strongest growth and loyalty in the long term. Meaning that if your acquisition efforts are optimised on short-term results, you might very well be pouring low-grade gasoline in your engine right now…
But by identifying the true value of each acquisition source (channel, offerings, list exchanges, renting lists), you can identify precisely where to invest your acquisition efforts to knowingly balance long-term growth and short-term performance.
Long-term generosity and loyalty of donors based on their sources of acquisition.
