Charity campaign effectiveness: how to make the most of it

Scott Logie

New research from REaD Group and the Data & Marketing Association (DMA) has found that charity marketing campaign effectiveness has declined over recent years, despite being above-average performers compared with other industries. What is causing this decline and what can charities do to combat it?

A downward trajectory

The Meaningful Marketing Measurement report’sfindings revealed that charity campaign effectiveness has been declining over time, peaking at 3.4 effects per campaign in 2019 and dropping to 2.3 effects by 2021 – falling below the cross-sector average in 2021. Even though charity marketers are highly adept at hitting response-based KPIs, it...

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