Whats an Email Address Worth?
How to Measure the Value of an Online Supporter Over here at Care2 we get this question a lot. And we should. Any nonprofit seeking to recruit online supporters should rightly be concerned with the ultimate value derived from such supporters. The following is an attempt to address this question, without any presumption that it will provide a definitive answer. Check out the simple calculator below, and if you want more a detailed explanation, read the discussion at the bottom of this post or give us call. We value the expertise of our colleagues and welcome any feedback or comments. To use the attached calculator (see below Related Documents) simply enter the data from your organization. In selecting the number of addresses you can use a subset, such as all email gathered from a particular source or in a given year, or your entire file. If you are carrying a lot of inactive addresses the average value will of course be lower. The second calculator shows benchmark values from a recent s
