Target Marketing magazine conducted a year-end survey of 725 marketers (including readers of FundraisingPro) in December, asking how they would be spending their marketing dollars in 2017.

I looked in particular at expected spending on retention.

Of those surveyed 33% responded they would be increasing their spending on retention in 2017, with 45% holding it the same. [More respondents (50%) expected to increase their spend on acquisition.]

The preferred channels for retention investment were email. social media and direct mail, as this chart indicates:

Nice to see outbound telemarketing hanging in there for retention purposes.

Strongest ROI on retention investment was ascribed to email (cited by 46%) and direct mail (14%).

What about your organization? Which received the biggest percentage boost in 2017 — acquisition or retention? And did that reflect a strategic decision … or just rolling over the spreadsheet from last year?


P.S. The full results are here.


This article was posted in: Direct mail, Donor acquisition, Donor retention / loyalty / commitment, Online fundraising and marketing, Telemarketing.
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