Spending On Retention Marketing
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.
Search posts by category
Are you looking to recruit senior staff for your organisation or are you looking for a new professional challenge? Then check out Global Charity Jobs TODAY