Alan Sharpe knows of a national charity that holds a lavish fundraising banquet each year. The staff, from the executive director down to the receptionist, including the development staff, used to think this banquet was the organization’s most successful fundraiser.
Alan Sharpe conducted a comprehensive development audit that measured the profitability of the organization’s fundraising methods, including this annual banquet. He added up the cost of the venue, catering, table and chair rental, lighting, sound, speaker honorarium, invitation printing, postage and every other related cost and subtracted this number from the gross income. What a surprise he got!
What looked like a successful fundraiser was actually the organization’s least-effective fundraiser. In 1999, they spent 89¢ to raise one dollar. They didn’t realize that their “best fundraiser” was a financial flop, year after year. Why? Because they always tracked the wrong thing.
They measured and published and celebrated the gross income generated by the event and never looked at the net income.
You can avoid their mistake—and plenty of other mistakes—by working Alan Sharpe to track your direct mail fundraising campaigns for you.
Alan Sharpe is a direct mail fundraising copywriter, consultant and coach. He helps your development department needs to run a successful direct mail fundraising program year after year. And that, naturally, includes campaign tracking services.
He helps you track the most vital numbers you need to know, and use them to arrive at an accurate picture of your accomplishments. The knowledge is in your numbers. All you need to do is uncover it—and use it to your advantage in carrying out your mission.
Alan helps you track . . .
- Mailing Cost
- Cost Per Thousand (CPM)
- Cost Per Piece
- Response Count
- Response Rate
Your gift income
- Gross Income
- Net Income
- Average Gift
Your income-related performance
- Average Cost Per Gift
- Return on Investment
- Cost to Raise a Dollar
- Net Income Per Thousand Pieces Mailed
Your donor-related performance
- Attrition Rate
- Renewal Rate