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Actual Fundraising Expense (include your best guess of the salary costs associated with employee’s time spent fundraising). Donor Retention Rate. Without question, your donor retention rate is one of the most important fundraising metrics. The closer your retention rate is to 100%, the better. Organizational Expenses.
But I wonder if in the long run the ROI is better for direct mail than digital? Is there any research on open, conversion and retention rates for the different mediums? It has a higher and faster response rate A Direct Marketing Association report found 4.4% But, now I’m wondering if I was being pound-wise and penny-foolish.
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