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Return on Investment

We hear so much about the importance of sending multi-channel campaigns and integrating direct mail, email, social and website messaging. And I see more nonprofits doing this the past few years.

Where I see nonprofits often still coming up short, though, is measuring multi-channel results, especially beyond email conversions. If these other channels are now part of your campaigns, then you have to be able to measure them, too.

What are the metrics?

  1. Revenue
  2. Expense
  3. ROI
  4. Multi-channel engagement
  5. Conversion from expensive channels to cheaper channels
  6. Net Promoter score