Runners and the World of Donor Acquisition By Amy Sewell

Great Runners Know How to Pace

I wouldn’t call myself a ‘runner.’ To me, runners are people who thrive on running—who find it exhilarating and energizing. I do run—because it’s good for me and I want to stay healthy—but I’m more of a “need a pep talk to make it up this hill” kind of runner. 

During a recent run, as I was struggling and counting down to the finish, the trainer in my workout video said, “Okay, now we’re going to increase our incline and head right into the next hill.” Believe it or not, that got me thinking about donor acquisition. 

Donor Acquisition Requires Discipline 

It’s an investment in the future of your organization—one that requires pushing through some initial pain (the financial investment) to see long-term growth (more donors and more revenue). And just like training for a race, before you even complete one round of donor acquisition, you’re already gearing up for the next big push. 

One of the most common questions I hear about donor acquisition is: How much should we invest in digital channels versus print? It’s a great question. Digital acquisition has delivered strong performance and brought in donors without the added costs of printing and postage. It’s even tempting to go all-in on digital and abandon traditional channels altogether. 

But the best donor acquisition strategy is a measured one. While digital is growing, it still isn’t the primary driver of new donors for most organizations. 

Find the Right Balance

Looking at the organizations we work with, investment in digital has steadily increased over the years. Just a few years ago, digital accounted for only about 8% of an organization’s total donor-acquisition budget. By 2024, that number had risen to an average of 20%. 

Organizations needing a higher ROI—even if it means acquiring fewer donors—tend to allocate closer to 40% of their acquisition budget to digital. Meanwhile, those with a strong print acquisition foundation may still be in the single digits. 

There’s no universal formula that works for every organization. But at the end of the day, sustainable growth is the goal. For most organizations, in 2025, that means dedicating somewhere between 20% and 30% of their donor acquisition budget to digital. 

Evaluate Where You Are

Is this the right approach for your organization? Now is the perfect time to evaluate your performance and adjust your plans for the new year. 

And if you need help determining the best next step—getting the right message in front of the right person at the right time—we’d love to help. 

Amy Sewell is the Senior Vice President of Creative Services for Douglas Shaw and Associates. She leads a full-service digital team and drives the strategy, data, and development for projects at Douglas Shaw & Associates. Amy works to ensure client goals are consistently met—and she starts by listening to their unique needs.

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