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Tuesday, September 18 • 10:30am - 11:30am
Using the Right Ruler- Measuring Results in Direct Mail

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In Direct Response Fundraising new creative might account for 10-20% of the results you achieve, but understanding the numbers - who to mail, how to segment, how to test is at least 50% of the battle. This session will provide a review for experienced fundraisers and some recent results of testing whether ROI is a better measure than LTV as well as a basic grounding for newer fundraisers in how direct response metrics work and how to test to really learn what you want to know. More than 10% of the session will be devoted to Q&A to ensure that all concepts are clear and fully explained.

Objectives
1. Measurement of results can be confusing as fundraising become more complex. Learn what metrics to use in a both a single and multi-channel environment.
2. Find out how to design tests to answer the questions you should be asking
3. Find out how to read results and which metrics to use depending on the questions you want to answer (e.g. Long Term Value vs. Return on Investment)


Speakers
Moderators
BL

Barry Leidl

Jesuit Seminary Association


Tuesday September 18, 2018 10:30am - 11:30am
Salon A