The Easy Thing
The Better Fundraising Company
Raising more money starts with better fundraising.
By:?Steven Screen
Measuring the easy thing?is?the easy thing.
It’s easy to measure how we feel about an appeal. It’s easy to measure whether any complaints came in. It’s easy to measure whether someone made a typo in the mailing.
It’s harder to measure things like the cost per piece, the gross yield per thousand, or your retention rate for major donors.
Ultimately, everything you send out in the mail or email is fundraising. Measuring the effectiveness is the hard thing, and the important thing.
It’s easy to measure whether an organization sent out an e-news or not. It’s more important and more difficult to measure whether the e-news helped.
This article first appeared on?The Better Fundraising Company?blog at?betterfundraising.com/blog/.
Steven Screen?is Co-Founder of The Better Fundraising Company and lead author of its blog. With over 25 years' fundraising experience, he gets energized by helping organizations understand how they can raise more money. He’s a second-generation fundraiser, a past winner of the Direct Mail Package of the Year, and data-driven.