ROI for email marketing campaigns can give an organization great feedback about not only their constituents’ giving but also the efficacy of their online strategy. ROI, or Return on Investment, statistics allows people to see numbers related to the cost of their campaign and the amount of money it generated. Widely seen as having the highest ROI for online communication styles, Email is the best bet for many organizations to entreat for donations and support. Many times nonprofits use free services for email blasting, however they must always keep in mind the time investment in such campaigns, which for many nonprofits can be more valuable than any dollar amount.

Statistics that can be generated about ROI for email campaigns include

• “Cost”
• “Revenue”
• “Profit”
• “Cost per Contact”
• “Revenue per Email”
• “Cost per Responder”
• “Cost per Donor”
• “Conversion Rate” (% of responders that donate)
• “Average Donation”

For additional references and resources, check out these articles:

• http://www.marketingprofs.com/8/email-roi-kicking-baby-out-of-nest-miller.asp
• http://www.bplans.com/business_calculators/email_roi_calculator.cfm
• http://www.emaillabs.com/tools/roi-calculator.html