Understanding your digital marketing performance and what drives search donation requires taking both a macro and micro approach to analysis, says Marcus Lewis.
Last year, in an F&P article, I outlined how strong the Australian market is in terms of web donations. At Sanctuary, we work with many nonprofits and, in most cases, we are seeing that the proportion of web donations is consistently increasing year on year.
At the same time, there seem to be challenges with other traditional acquisition channels. The quality of bought data for outbound programs is declining and there are issues with face-to-face in terms of access to suppliers and capacity. Because of this, it’s not surprising that we are seeing more and more campaign budgets being directed to digital programs such as EDM, social media and display, as well as TV, radio and out-of-home advertising.
The combination of a public more inclined to respond via the…