About this document

Marketing Metrics in Charitable Fundraising is a document available to read on EtoBox.

This document summarizes a survey of marketing metrics used by British fundraising charities. It finds that while marketing is important for effective fundraising, its value is not always recognized by senior management. The survey had several objectives: to identify the most commonly used metrics, the metrics considered most important by managers, and the metrics used to petition for increased marketing budgets. It discusses the importance of marketing metrics for purposes like identifying profitable donor

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