Attribution can make a huge difference in the strategic decisions an organization makes as it seeks to increase donors and revenue, but as more upper-funnel channels enter the mix, understanding how much each truly influences giving has never been more complex.
This session will help nonprofit leaders move beyond last-click thinking to embrace smarter, data-driven attribution methods that reveal the real impact of every marketing touchpoint. You’ll hear first-hand how Catholic Relief Services redefined its channel investment strategy by incorporating multi-touch attribution into real-time decision-making – adjusting spend based on gifts and costs that reflected each channel’s true contribution along the donor journey. Additionally, we’ll show how Catholic Relief Services standardized their evaluation framework when A/B testing two vendors running CTV and Display efforts.
We’ll provide practical tips on how to measure and justify investments in channels that build awareness and intent but don’t typically generate significant last-click conversions. Attendees will also gain insight into using attribution analysis to guide smarter media allocation and creative testing, as well as how to communicate multi-touch data results to key stakeholders and leadership.
This session will provide actionable frameworks and practical examples to help you better understand the donor journey from first touch to final gift. Attendees will leave with the knowledge and confidence to make multi-touch attribution a powerful decision-making tool for your marketing efforts.
Learning Objectives:
Participants will learn about different attribution methods, including pros and cons for each, and how to make the right decision for your organization
Participants will learn how to assess multi-touch attribution data and leverage it to make data-driven decisions
Participants will learn how to communicate different attribution models’ data to stakeholders and leadership to drive investment decisions
