Most of the time an organisation doesn’t realise the underlying causes of an ongoing decline in income. Until the causes are pinpointed, it is impossible to make any adjustments.
Autistica wanted to develop a new donor acquisition programme and online was considered the best channel to begin with. Investment was lower than either direct mail or DRTV and testing could be carried out fairly easily.
I heard recently that the Board of a development charity has insisted on all donor acquisition having to break-even within 2 years.
I was recently giving a presentation to a group of fundraisers and – without thinking about it – said that it was usual for us to laser prompt each donor’s response device individually.