Return on Investment (ROI) is a familiar concept. It’s what you get back for whatever you lay out. But ROI is a money-metric, and that means it’s about as impersonal as you can get. In a people-intensive field like planned giving, ROI can actually skew your marketing vision.
So instead, think in terms of ROP: Return on Prospect. It’s different because it takes into account the fact that prospects create value for you in two ways:
- By contributing today.
- By resolving to contribute in the future.
ROP focuses on the donor and provides a more accurate, more relevant, more donor-centric metric.