Invisible Donors: Unmasking the True Impact of Your Campaigns 

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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 uncovered 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. 

If you’re responsible for explaining performance to a boss, CFO, or board, this session is for you. Together, Matthew and Laura share how an audience‑first, omnichannel measurement approach reveals the true value of your campaigns and helps organizations make smarter, more confident investment decisions. 

Hosted By

Matthew Mielcarek

SVP, Strategic Intelligence

Matthew Mielcarek is the SVP, Strategic Intelligence at AGP, where his team pairs the speed of AI with human judgment to bring foresight to strategy and creative development. More than 100 nonprofit organizations across 15 verticals have partnered with Strategic Intelligence to capture value from data and bring a full picture to organizational decision making. With nearly 30 years of agency experience, Matthew helps leaders move from insight to activation, turning evidence into decisions that drive sustainable, mission-aligned growth.

Laura Hinrichsen

SVP, Integrated Media Solutions

Laura Hinrichsen serves as Senior Vice President of Integrated Media Solutions at AGP, where she leads paid media strategy and cross‑channel activation for nonprofit clients. With 25 years of agency experience, Laura has guided integrated, strategic campaigns across categories both within and beyond the nonprofit sector. She is known for pairing rigorous media strategy with practical execution to drive measurable results. Outside of work, Laura is a dedicated animal lover and serves multiple nonprofit organizations as a board member and volunteer—an extension of her deep care for the missions she supports.