A | B | C | D | E | F | G | H | I | J | K | L | |
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1 | Fundraising ROI Calculator for Direct Mail | |||||||||||

2 | List name | # Mailed | # Responses | Total $ | Cost to mail | % Reponse | Average donation | Net Revenue (List) | ROI (List) | Cost to raise $1 | Cost to acquire each new donor | |

3 | Current Donors | Fall Appeal | 2031 | 60 | 13344.25 | $1,826 | 2.95% | $30.43 | $11,518.39 | 630.85% | $0.14 | |

4 | Non Donor Appeal | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | ||||||

5 | Deeply Lapsed Donor Appeal | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | ||||||

6 | Year End Appeal | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | ||||||

7 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | |||||||

8 | Acquisition Lists | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | |||||

9 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | ||||||

10 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | ||||||

11 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | ||||||

12 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | ||||||

13 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | ||||||

14 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | ||||||

15 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | ||||||

16 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | ||||||

17 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | ||||||

18 | TOTALS: | 2031 | 60 | $15,170 | $1,825.86 | 2.95% | $252.84 | $13,344.25 | 730.85% | $0.12 | ||

19 | Current Donors: | 2031 | 60 | $15,170 | $1,825.86 | 2.95% | $252.84 | $13,344.25 | 730.85% | $0.12 | ||

20 | Acquisition Lists: | 0 | 0 | $0 | $0.00 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | |

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22 | Total cost of mailing: | — Fill in columns B–F. Leave extra rows blank | — Columns G–L calculate automatically. | — Use the FILE menu to download a copy. | Learn more/Get help. | |||||||

23 | Cost per envelope: | $0.000 | ||||||||||

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27 | Spreadsheet with sample data... | |||||||||||

28 | List name | # Mailed | # Responses | Total $ | Cost to mail | % Reponse | Average donation | Net Revenue (List) | ROI (List) | Cost to raise $1 | Cost to acquire each new donor | |

29 | Current Donors | $20 Donors | 8563 | 731 | $8,568 | $3,805.62 | 8.54% | $11.72 | $4,762.70 | 125.15% | $0.44 | |

30 | $50 Donors | 2106 | 118 | $5,963 | $935.96 | 5.60% | $50.53 | $5,027.04 | 537.10% | $0.16 | ||

31 | $100 Donors | 288 | 33 | $5,575 | $127.99 | 11.46% | $168.94 | $5,447.01 | 4255.65% | $0.02 | ||

32 | Test Segment A | 1202 | 89 | $1,922 | $535.53 | 6.22% | $21.60 | $1,386.47 | 258.90% | $0.28 | ||

33 | Test Segment B | 1205 | 75 | $2,413 | $535.53 | 6.22% | $32.17 | $1,877.47 | 350.58% | $0.22 | ||

34 | Acquisition Lists | List A | 12250 | 128 | $684 | $6,127.74 | 1.04% | $5.34 | -$5,443.74 | -88.84% | $8.96 | $47.87 |

35 | List B | 13788 | 83 | $736 | $6,127.74 | 0.60% | $8.87 | -$5,391.74 | -87.99% | $8.33 | $73.83 | |

36 | List C | 8700 | 180 | $1,296 | $1,558.16 | 2.07% | $7.20 | -$262.36 | -16.84% | $1.20 | $8.66 | |

37 | List D | 3506 | 56 | $950 | $1,558.16 | 1.60% | $16.96 | -$608.16 | -39.03% | $1.64 | $27.82 | |

38 | List E | 2998 | 23 | $292 | $1,737.70 | 0.77% | $12.70 | -$1,445.70 | -83.20% | $5.95 | $75.55 | |

39 | List F | 3910 | 52 | $842 | $1,737.70 | 1.33% | $16.19 | -$895.70 | -51.55% | $2.06 | $33.42 | |

40 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | ||||||

41 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | ||||||

42 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | ||||||

43 | #DIV/0! | #DIV/0! | $0.00 | #DIV/0! | #DIV/0! | #DIV/0! | ||||||

44 | TOTALS: | 58516 | 1568 | $29,241 | $24,787.83 | 2.68% | $18.65 | $4,453.29 | 17.97% | $0.85 | ||

45 | Current Donors: | 13364 | 1046 | $24,441 | $5,940.64 | 7.83% | $23.37 | $18,500.68 | 311.43% | $0.24 | ||

46 | Acquisition Lists: | 45152 | 522 | $4,800 | $18,847.19 | 1.16% | $9.20 | -$14,047.39 | -74.53% | $3.93 | $36.11 | |

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48 | Total cost of mailing: | $26,006 | ||||||||||

49 | Cost per envelope: | $0.444 | ||||||||||

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51 | ||||||||||||

52 | About this spreadsheet... | |||||||||||

53 | ||||||||||||

54 | In 2012, an organization asked me to help them interpret the results from their direct mail campaigns. I created this spreadsheet to help them. | |||||||||||

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56 | Over the years, I've seen that many organizations need this kind of help. I hope that by sharing this spreadsheet many organizations will benefit. Feel free to copy, download and modify this sheet as you see fit. | |||||||||||

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58 | Use this data to compare direct mail (or email) campaigns against each other and against other fundraising activities. | |||||||||||

59 | ||||||||||||

60 | — A. Z. Narrow | (845) 694-4384 | ||||||||||

61 | aryehzev at gmail dot com | |||||||||||

62 | My old blog lurks here: https://nonprofitspark.wordpress.com/ | |||||||||||

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65 | ||||||||||||

66 | Further reading... | |||||||||||

67 | ||||||||||||

68 | Recent blog posts: | |||||||||||

69 | Goodbye, Spark* | #VALUE! | ||||||||||

70 | What you produce (according to Pete Drucker) | |||||||||||

71 | A blog about non-profit marketing and fundraising messages. | A different take on the power of stories from Seth Godin | ||||||||||

72 | There’s no such thing as “Everybody” | |||||||||||

73 | Tom Ahern’s priceless advice for non-profit communicators | |||||||||||

74 |

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