Integration and Response Measurement -- Are We Doing This Right?
	Posted by Katy Jordan at Jun 15, 2012 07:00 AM CDT

Although testing and tracking each dollar in an integrated campaign may prove more difficult than the days of single-channel fundraising, giving up specific-channel attribution is a necessary evil in multi-channel endeavors.  CDR Fundraising Group President and CEO, Geoff Peters, recently spoke to this issue in Fundraising Success, providing some guidance for the optimal approach to testing and measuring results through direct response.

Because nonprofit organizations are watching their expenditures more closely each year, “every activity is measured for its productivity, either on behalf of the mission of the organization or its fundraising.  So, direct-response fundraisers are being asked to measure more carefully in an increasingly complex environment.”

100% accuracy in tracking the specific motivation of donation dollars may no longer be possible; however, through data integration, careful testing and results analysis, your organization can maximize ROI and optimize fundraising efforts. Geoff outlines several approaches that parallel the three pillars of integrated marketing established by the IMAB – The Donor, The Organization and The Practice.

To truly understand your donors’ experiences, you must organize and house your data in a central location. You should be aware of, control and track each communication your donors receive and utilize response method data, regardless of channel to direct your strategy.  Geoff suggests, “develop precise solicitation and donor coding and transaction measures for each single channel, and maintain those data in your integrated database.” In order to integrate your data, organizational change may be in order to share information and formulate strategies across departments or chapters.

Upon organizing your data, you can create and run effective tests and measure the results to determine campaign-specific boosts or drops in response. “When you are interpreting multichannel test results, you will have more “noise in the system” or random and unattributed transactions than you would normally have in a single-channel test.” But ultimately, your fundraising program will improve through smarter targeting, an improved donor experience and multi-channel reinforcement of your organization’s mission and message.