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Lifetime donor value: A powerful analysis technique.
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- Author(s): Campbell, Bruce
- Source:
Fund Raising Management. Jul94, Vol. 25 Issue 5, p16. 3p. 1 Black and White Photograph, 2 Charts, 2 Graphs.
- Subject Terms:
- Additional Information
- Abstract:
Discusses lifetime donor value, a new and growing aspect of donor acquisition. Comparison between lifetime donor value (LTV) and lifetime donor cost ratios (LTCs); Direct marketing as a tool of most fund-raising organizations; Benefits of tracking LTC and LTCs; Use of LTV to evaluate mailing lists; Projections of lifetime values; Data on donor sources using lifetime value.
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