With prairie-fire speed, a new paradigm is overtaking the brand-centric marketing models of the 1900s. At the core of the new model is a guiding belief that cold, hard numbers ensure warm, fuzzy customer relations — and even warmer ROI.
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The 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report features research on nonprofit online giving in the context of an integrated direct marketing program. This year’s analysis covers 15.6 million donors and more than $1.16 billion dollars in revenue.
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Businesses should do most of their customer outreach by postal mail and go easy on telephone calls and emails, according toa study co-authored by a UC Riverside researcher.
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