A deadly problem for advocacy orgs and nonprofits: Huge Customer Acquisition Cost

Many large advocacy organizations are dead set on list growth. This makes sense because marketing (whether you’re selling gelato or a social mission) is a numbers game. The more people you reach, the more people might donate, send a legislator email, or show up to an event. But in pursuit of scale, many organizations are accruing a huge Customer Acquisition Cost, or CAC. They spend aggressively on advertising to acquire new supporters/email addresses then fail to cultivate those people into long-term supporters. Guess what supporters do when you ignore them or treat them like idiots by relentlessly spamming them with non-personalized content and fundraising asks? They churn (i.e., they unsubscribe). When they churn, they can’t donate, or fundraise, or host events, or most importantly, introduce you to their friends. Read the rest on Medium.

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