Published on March 9, 2016 by

Why fundraising appeal metrics suck

Why fundraising appeal metrics suck


During a masterclass with Roger Craver of The Agitator fame, one of the things he talked about was the reliance on lag indicators.

Lag indicators are things like appeal metrics – income raised, response rate, average gift.

Or the traditional RFM (recency, frequency and monetary value) model often used during data selection for an appeal.

But these measures only give you a snapshot of what donors have done in the past. They don’t give you a view of how they will behave in future.

I’m not saying you shouldn’t track these things. But relying on them alone to make ...

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Published on October 9, 2013 by

Risk-value segmentation – get better ROI on your direct mail

Risk-value segmentation takes into account the risk of losing a donor and the potential value of that donor.

World Vision developed and used this segmentation model to get better return on investment from several direct mail campaigns. The results included average gifts up to $30 higher and response rates 10-20% higher.

Thanks to supporter growth manager Bernadette Kennedy for sharing on this at the recent F&P Forum. I thought this model could be useful to other charities, so I decided to follow up on her generous offer to speak to their Marketing Intelligence team about it. Senior marketing intelligence manager ...

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