Most fundraising reports only tell part of the story.
If your performance is judged on last‑click or direct attribution alone, you’re likely underreporting results and putting critical budget at risk. Channels that influence giving but don’t get “credit” often look expendable to leadership, even when they’re doing the heavy lifting.
In this webinar, we’ll uncover the invisible donors hiding in your data and show you how to measure the full impact of your campaigns so you can confidently defend your strategy, your spend, and your results.
What you’ll learn
You’ll walk away with practical ways to show how your campaigns really perform, including how to:
- Identify the “hidden middle” of the donor journey that traditional reporting misses
- Measure campaign impact beyond last‑click attribution
- Apply three proven approaches to indirect attribution—influenced attribution, matchback attribution, and halo effect attribution
- Quantify incremental lift across channels and audiences
- Use attribution insights to justify budget decisions and protect high‑impact channels from being cut
This session focuses on real‑world applications: what to measure, why it matters, and how to use these insights in conversations with leadership.
Who should attend
This webinar is designed for nonprofit marketers, fundraisers, and analysts who:
- Are under pressure to prove ROI with limited or shrinking budgets
- Need stronger evidence to justify media, mail, or upper‑funnel investments
- Feel frustrated when leadership focuses only on direct response metrics
- Want clearer, more defensible reporting that reflects how donors actually give
If you’re responsible for explaining performance to a boss, CFO, or board, this session is for you. Together, Matthew and Laura will share how an audience‑first, omnichannel measurement approach reveals the true value of your campaigns and helps organizations make smarter, more confident investment decisions.
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