Marketing teams inside charities are increasingly asked to prove their return on investment. That's a healthy shift, but the metrics chosen matter more than the volume of them.
Impressions, reach and engagement all have their place, but on their own they say very little about whether a campaign moved supporters closer to giving.
The strongest programs we've supported connect marketing activity to concrete supporter outcomes: first gifts, repeat gifts, retention over 12 months, and lifetime value.
Once those metrics are agreed and instrumented, everything downstream, budgets, creative choices, channel mix, gets easier to reason about.
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