Fundraising ROI Calculator for Direct Mail
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Fundraising ROI Calculator for Direct Mail
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List name# Mailed# ResponsesTotal $Cost to mail% ReponseAverage donationNet Revenue (List)ROI (List)Cost to raise $1Cost to acquire each new donor
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Current DonorsFall Appeal 20316013344.25$1,8262.95%$30.43$11,518.39630.85%$0.14
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Non Donor Appeal #DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!
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Deeply Lapsed Donor Appeal #DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!
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Year End Appeal #DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!
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#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!
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Acquisition Lists#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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TOTALS:203160$15,170$1,825.862.95%$252.84$13,344.25730.85%$0.12
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Current Donors:203160$15,170$1,825.862.95%$252.84$13,344.25730.85%$0.12
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Acquisition Lists:00$0$0.00#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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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.
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Cost per envelope:$0.000
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Spreadsheet with sample data...
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List name# Mailed# ResponsesTotal $Cost to mail% ReponseAverage donationNet Revenue (List)ROI (List)Cost to raise $1Cost to acquire each new donor
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Current Donors$20 Donors8563731$8,568$3,805.628.54%$11.72$4,762.70125.15%$0.44
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$50 Donors2106118$5,963$935.965.60%$50.53$5,027.04537.10%$0.16
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$100 Donors28833$5,575$127.9911.46%$168.94$5,447.014255.65%$0.02
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Test Segment A120289$1,922$535.536.22%$21.60$1,386.47258.90%$0.28
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Test Segment B120575$2,413$535.536.22%$32.17$1,877.47350.58%$0.22
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Acquisition ListsList A12250128$684$6,127.741.04%$5.34-$5,443.74-88.84%$8.96$47.87
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List B1378883$736$6,127.740.60%$8.87-$5,391.74-87.99%$8.33$73.83
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List C8700180$1,296$1,558.162.07%$7.20-$262.36-16.84%$1.20$8.66
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List D350656$950$1,558.161.60%$16.96-$608.16-39.03%$1.64$27.82
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List E299823$292$1,737.700.77%$12.70-$1,445.70-83.20%$5.95$75.55
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List F391052$842$1,737.701.33%$16.19-$895.70-51.55%$2.06$33.42
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#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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#DIV/0!#DIV/0!$0.00#DIV/0!#DIV/0!#DIV/0!
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TOTALS:585161568$29,241$24,787.832.68%$18.65$4,453.2917.97%$0.85
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Current Donors:133641046$24,441$5,940.647.83%$23.37$18,500.68311.43%$0.24
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Acquisition Lists:45152522$4,800$18,847.191.16%$9.20-$14,047.39-74.53%$3.93$36.11
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Total cost of mailing:$26,006
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Cost per envelope:$0.444
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About this spreadsheet...
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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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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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Use this data to compare direct mail (or email) campaigns against each other and against other fundraising activities.
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— A. Z. Narrow(845) 694-4384
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aryehzev at gmail dot com
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My old blog lurks here: https://nonprofitspark.wordpress.com/
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Further reading...
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Recent blog posts:
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Goodbye, Spark*#VALUE!
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What you produce (according to Pete Drucker)
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A blog about non-profit marketing and fundraising messages.A different take on the power of stories from Seth Godin
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There’s no such thing as “Everybody”
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Tom Ahern’s priceless advice for non-profit communicators
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