I’d also add that we’ve always bought the standard fundraising advice that it’s worth investing in small first-time donors because (especially with some further best practice work, which we plan to do) they’ll on average donate more in future years. So some of our work is an upfront investment that should continue to pay off with relatively smaller amounts of future work. Internal estimates we made had this leading to quite a lot of money in future years.
I’d also add that we’ve always bought the standard fundraising advice that it’s worth investing in small first-time donors because (especially with some further best practice work, which we plan to do) they’ll on average donate more in future years. So some of our work is an upfront investment that should continue to pay off with relatively smaller amounts of future work. Internal estimates we made had this leading to quite a lot of money in future years.