For fundraising and data teams who want to move beyond campaign ROI and unlock the true long-term value hiding inside their supporter database. Most charities build a detailed business case before investing in acquisition, but once those supporters are in the database, the analysis stops. Campaign averages feel reassuring, but the hide a critical truth: your most valuable supporters and your most costly ones look identical in a campaign report. in this session we'll walk you through how to shift from campaign-level thinking to support-level profitability analysis using data you likely already have and why this changes everything about where you invest next. You'll learn:

1. Why campaign ROI masks individual supporter performance and what you're missing
2. The 3 types of investment cost that determine whether a supporter relationship is profitable
3. How to calculate net supporter lifetime value using data you already hold
4. How to spot high-potential supporters before they slip through the cracks
5. How supporter profitability analysis feeds better propensity modelling and look-alike targeting