What do Nonprofits and Democratic Candidates Have in Common? ROAS
In order to get onstage in the 2019 Democratic Party primary debates, candidates were spending up to $70 in online advertising in order to generate just $1 of fundraising. No, that’s not a typo.
But that’s not the full story: The reason that candidates were happy to spend 7000% more than their donations was that each candidate needed to have at least 130,000 unique donors as part of the qualifiers for the debate stage. And without a spot on the stage, their campaign would more or less end.
Nonprofits can learn from this example when it comes to calculating a true ROAS, or return on ad spend. Is it just the money you raise in a fundraising campaign? We’ll look at how to calculate a true return on ad spend, and how you can apply the same principles to your own organization, and your digital strategy.
- Understand the unsung metric of Return on Ad Spend (ROAS) and how to calculate it
- Determine the real value of spending on online advertising against fundraising goals
- Use your own ROAS to determine next steps in terms of strategy