Does anyone have research or best practices around what counts as a donor touchpoint and the ratio of touchpoints between asks?
For context, I work in higher ed and am trying to communicate with senior leadership what counts as a donor touchpoint vs what institutional marketing is.
At previous institutions, our goal was 7 donor-focused touchpoints between asks.
We count touchpoints as – social media action, donation, interaction with Help Desk (did the donor email us directly), registration on the career platform/joining the LinkedIn group, event registrant, and volunteer, attended an in-person meeting/Zoom meeting with gift officer, visited the alumni center. Email engagement was counted separately. Basically, if the alum made the decision to connect with us in some way that took effort on their part, it was counted as an interaction.