How much should I be spending per new donor?

So, there we were in the meeting today talking about which was the best channel for recruiting new donors. Mail is the solid tested route, but should we go for a single gift or a regular bank transfer? And everyone tells me that on-the-page  advertising only recruits emergency donors. And what about inserts, and DRTV, and F2F or telephone?

Where do you start and how do you know which channel is the most effective for recruitng new donors?

The answer will be based on a number of factors but primarily the cost of acquisition at the front end, and the value of the donor over their life with the charity. So, although the cost of recruiting a donor on £15 per month direct debit might be £200, the return from that donor might be greater than a single cash donor who only costs £40 to acquire.

Don’t only focus on the cost — look also at the longer term return before making your decision.