Understanding the Basics of Direct Mail Metrics
As your 2017 year-end campaign wraps up, it’s the perfect time to consider what you’d like to do differently in 2018. And the best place to start planning future improvements is with a clear understanding of how your past efforts performed.
What better time than now to consider what information you’ll need to assess 2018 efforts?
This program begins with a basic exercise in calculating average lifetime (or long-term) value (LTV) for your donors. We’ll then look at how this can provide a framework from which you can plan – and assess – upcoming individual direct mail efforts (i.e., to achieve overarching goals such as “increase retention” or “lower the cost of acquisition.”)
Averages are just that: some segments of your constituent base provide a much higher return than others. Your ability to manage the overall health of your house file depends on how well you understand and can work with those differences.
We'll use some working examples to help demonstrate this approach (i.e., how to determine what information you’ll need and how to collect it). There will also be ample time to address your specific questions on how or what to measure.
Our presenter is Bob Merrigan, founder, Merrigan & Co. Bob’s career in marketing/communications spans more than 35 years starting at Hallmark. A past president of Kansas City Direct Marketing Association (KCDMA) and American Marketing Association, Bob is also active in the Association of Fundraising Professionals.
A program of the Marketing Matters series.
Thank you to our Series sponsor:
Date and Time
Tuesday Jan 9, 2018
8:30 AM - 9:45 AM CST
Tuesday, January 9, 2018
8:30 - 9:45 AM
Location
Nonprofit Connect
125 East 31st Street
Kansas City MO 64108
in the Community Room, KCPT Building
(Located under the big red tower)
Please park in one of the two lots directly north and across 31st Street from the station, leaving the main lot for KCPT staff and visitors with disabilities. Use caution when crossing the street.
Fees/Admission
This is a Nonprofit Connect members-only event.
No charge
Contact Information
Noreen Bridgham
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