baltimore Buildings
baltimore Buildings
baltimore Buildings
20NTC Session Proposal

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!

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

Product Director, Fundraising


Michelle is the Product Director, Fundraising for EveryAction, where she leads the product development of the EveryAction fundraising CRM solution. Michelle is passionate about bringing tools to nonprofits that drive bottom line fundraising results and make fundraisers lives easier. Prior to joining EveryAction, Michelle had over 2 decades of experience in fundraising, marketing, and advocacy for nonprofit advocacy organizations, including including Defenders of Wildlife, Taxpayers for Common Sense, and League of Conservation Voters. When not in the office, you can find Michelle in her kitchen, trying out new recipes that are centered around her latest find at the farmer’s market.

Wendy Husman

Account Director

Mal Warwick Donordigital

Wendy Marinaccio Husman is a digital fundraising consultant with 16 years’ experience in nonprofit development. An Account Director with Mal Warwick Donordigital, she helps organizations like Mercy For Animals and KQED grow and engage their email file, optimize their donation form, design effective and innovative fundraising campaigns, and integrate their marketing across channels. She previously worked as Membership Director for the Golden Gate National Parks Conservancy, Development Director for Alonzo King LINES Ballet, and an independent consultant while living in Shanghai. Wendy has degrees from Stanford University and New York University and works remotely from Minneapolis. She is a racial justice activist in any extra time she can find.

Michael Kawalek

Director of Development

Sempervirens Fund

Michael Kawalek joined Sempervirens Fund in 2013, and he currently serves as the Director of Development. Before coming to Sempervirens Fund, he worked as Director of Development and Finance for Bay Area Wilderness Training and as a fundraiser for the Oakland Museum of California, the San Francisco Zoo, and KQED. Michael earned his Certified Fund Raising Executive (CFRE) credential in 2015, serves as a Board Member for the Golden Gate Chapter of the Association of Fundraising Professionals and is a Bay Area native.

You must be
logged in to add favorites





March 14, 2019


10:30am – 11:45am

CFRE Credits

Approved - 1.25

Collaborative Notes

Click here

Session Evaluation

Click here