Professor Adrian Sargeant of The Philanthropy Centre, talks about Donor Lifetime Value – an important measurement that can vastly improve your fundraising if you use it well… or dig you into a very deep hole if you use it poorly!
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5 Comments. Leave new
Thank you once again for meaningful guidance and motivation for doing the right things right.
What are the three questions?
The questions are:
1 I am a committed [organization] donor.
2 I feel a sense of loyalty to [organization].
3 [organization] is my favorite charitable organization.
More information on it here:
https://www.slideshare.net/kschulman14/donor-voice-donor-commitment-study2011-executive-summarydocx
I am going to share this video with all the upper management folks who scream ROI as if it is the be-all and end-all of what our direct mail program is all about and is the only ‘legitimate’ measure.
I keep trying to reiterate, we are a PIPE LINE to LTV. For us, 67% of our major donors began with a gift to direct mail. Does anyone remember the story of Bloomberg’s first gift to Johns Hopkins of $5?
He’s reported to have wanted to see how he would be treated. And now he has Hopkins buildings named after him because he is a major donor. I have to force other staffers to adopt LTV as a measure of success. Some corporations are already looking at customers through that lens. I am delighted with your video as it is a wonderful primer I can use to educate others.
Best of luck. ROI is a useful metric, but as you note, if that’s all you pay attention to, you will hamstring your program.