Fundraisers 'should measure long-term impact of campaigns on donors'

Fundraisers 'should measure long-term impact of campaigns on donors': The consultant Roger Lawson tells the Institute of Fundraising's national convention that charities should focus on cost per acquisition and lifetime value

Fundraisers should be "measuring the donor" in addition to the basic details of campaigns, according to Roger Lawson, a fundraising consultant.

Lawson told delegates at the Institute of Fundraising’s national convention on Wednesday that the sector needed to move away from analysing campaigns and look at the effect that campaigns have on donors’ behaviour in the longer term.