Measuring the easy thing is the easy thing.
It’s easy to measure how we feel about an appeal. It’s easy to measure whether any complaints came in. It’s easy to measure whether someone made a typo in the mailing.
It’s harder to measure things like the cost per piece, the gross yield per thousand, or your retention rate for major donors.
Ultimately, everything you send out in the mail or email is fundraising. Measuring the effectiveness is the hard thing, and the important thing.
It’s easy to measure whether an organization sent out an e-news or not. It’s more important and more difficult to measure whether the e-news helped.
