Have you ever judged the potential value of a relationship based on the ROI from the first date? I hope not! Eventually you choose your spouse based on their LTV ? love, companionship, stability, caring and other endearing traits. You don?t choose a spouse based on the first date costing $78. And the same reasoning applies when acquiring new donors. You shouldn?t base their value on the ROI from the first gift. The Agitator is doing a wonderful series on donor acquisition and the importance of LTV. Too many organizations just look at the initial costs to do acquisition or the ROI for that campaign. Then seeing a less than attractive RO