Hello!I work for a startup nonprofit and we are looking to completely build out our digital footprint. Our organization is currently debating between two companies. However, we want to make sure that other nonprofits have had success with implementing a 12 month, digital marketing campaign.What I'm looking for is research targeted to the financial results of a digital marketing campaign – Is there a rough estimate of how much money we can plan to raise through this effort? We need a number to plug into our forecast plan for our board. And, to give ourselves a sense of whether or not our efforts are working. In other words, what is the percentage (or dollar) increase we can expect to see in Individual giving? Any indication of what would be a good target would be very helpful!Thanks so much!
Hi, @Tina Flynn ,That is the $̶4̶0̶,̶0̶0̶0̶ question $̶7̶,̶0̶0̶0̶ uh, question. But I think it's answerable.I suggest you start with the numbers that you have and work your way back to your new marketing efforts. If your donors come from your mailing list, you could start with equations like:-
What is the average worth of a donor? = AThere are a few ways to calculate this, but for this process, I suggest you look at first year donations because it sounds like you'll want results in a year or less.What percentage of your database are donors? = BAxB = what one subscriber is worth.How many website visits (or visits to a relevant section of your website) does it take to get one subscriber in your database? = DThis is how many subscribers came from your website/section as a percentage of your overall traffic to that site/section. Usually, this will be recorded as a source code or similar in your database.How much does it cost you to get one visitor to your website (or relevant section)? = EYou might get this from the CPC of your current digital advertising.DxE = how much a subscriber costs you to get.From there, you can work out how much you're likely to get for what you can put into marketing. I usually start with this equation then push my budget up until I find the magic number of possible spend to donor ratio. Even if you don't have part of this data, sometimes you can make an educated guess based on info from the development or database team.This sounds like an exciting project. Best of luck!