The errors of attribution
Welcome to our Thursday thoughts on Donor Growth! Every week, Mike Duerksen and I have a chat about a topic related to building more—and deeper—relationships with your constituents.
You can listen to our weekly conversation on?Apple Podcasts?and?most other platforms. If you have any thoughts, let us know!?
Are nonprofits putting too much stock into attributing where each gift came from?
It's never been easier to measure as many things as we're able to quantify now. And yet, in our omni-channel world, it's never been harder to truly measure the things that matter.
That's why on today's podcast, Mike and Louis get into why focusing too much on gift attribution could be causing you to miss the bigger picture.
Because what drives donor behavior is often very different than how we measure donor behavior.
So do we need better attribution, or does attribution matter less than we think it does??
We argue that—generally speaking—many orgs need to worry less about perfecting attribution. And instead focus more on team KPIs and a holistic way of looking at fundraising. Things like:
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Louis Diez advises nonprofits in annual fund development, digital fundraising, and engagement strategies. He's the founder and host of the?Donor Participation Project?and VP, Community at?Almabase.
Mike Duerksen is the founder and CEO of?BuildGood, a fundraising agency that helps nonprofits raise more money from individual donors. He also hosts?the Build Good Fundraising Podcast.