As fundraisers, we fixate on revenue, return on investment (ROI) and results we can prove. The problem is that this can work against us, resulting in short-term thinking and restricted, conservative planning. At Pareto, we’ve seen this mindset in chats with charities around ‘two-step campaigning’; a donor acquisition strategy that involves (1) acquiring ‘leads’ through an online, non-financial action, and then (2) converting them to regular givers (RGs). The online action in step 1 may be a survey, poll, petition, pledge, quiz or other, and most charities are converting RGs (step 2) via phone calls. If done well and followed through properly, two-step campaigns are a fantastic way to build…

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