21NTC Session

Donor Acquisition: Maximizing ROI in a Multi-Channel World


Should your organization invest in email acquisition? Grow direct mail acquisition? Advertising? All of the above? How (and when) do you know if your online acquisition program is paying off?

Come talk about the best ways to track Acquisition ROI across channels. We’ll share a case study of Sempervirens Fund’s omni-channel acquisition program, covering all the factors to consider when assessing (and justifying!) your investment in email acquisition. We’ll also highlight organizations with small and large acquisition budgets. And we’ll show you how to set up a system to track and report on these numbers yourself!

Session Type

Learning Outcomes

  • Calculate acquisition ROI in a consistent way across channels, so they can identify where to find their best donors
  • Create a system to attribute donors/gifts back to the initial acquisition investment—taking cross-channel giving behavior into account
  • Leverage standard acquisition benchmarks metrics and reporting formats to help decide when to invest more and when to cut losses


Case StudyReport


Michelle Shefter

Vice President, Fundraising Products


Coming soon

Wendy Husman

Account Director

Mal Warwick Donordigital

Wendy Marinaccio Husman, Account Director with Mal Warwick Donordigital, has been a fundraiser since 2002, when she got her start as a grant writer for an avant-garde puppet theatre company. Her Donordigital clients include Perkins School for the Blind, World Animal Protection and Corporate Accountability. Prior to her work with Donordigital, she served as Membership Director at the Golden Gate National Parks Conservancy and Director of Development at Alonzo King LINES Ballet.





March 14, 2019


10:30am – 11:45am

CFRE Credits

Approved - 1.25

Collaborative Notes

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Session Evaluation

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