Cost per impact: €1.24 / impactConversion Rate to sales: Spontaneous donations: 1,07 per thousandDonations through Outbound marketing: 2.85%Indicators: •Mix of regular donor vs. “once off” = 63% This indicator is quite important in this circumstance as such a majority of regular donors versus the “once off” had never been reached before.•Annual contribution of regular donor = €110 •Average contribution of donor “once off” = €26.67