ROI stands for Return on Investment and is one of the measures used in individual giving fundraising to calculate the relative success of a campaign or activity. However, ROI can sometimes be misleading as it does not reflect the ongoing or long term effect of the activity. ROI is calculated by taking the amount of fundraising income raised via a campaign divided by the cost of running the campaign. So if £20,000 was raised (net) in a campaign and the campaign cost £10,000 to run, the ROI would be 2:1 or £2 for every £1 spent.
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