Donor Communication Strategies: How to Report Marketing ROI to Your Board
By Cornerstone Marketing Strategies
“We spent $30,000 on marketing this year.” That’s a cost. “We invested $30,000 in marketing and reached 847 abortion-minded women who otherwise wouldn’t have found us.” That’s impact. Here’s how to transform your marketing from an expense line into a compelling story of lives saved.
The Board Meeting Challenge
The scenario happens at pregnancy centers across the country:
Your board is reviewing the annual budget. Marketing comes up. Someone asks: “Do we really need to spend this much on Google Ads?”
You know the marketing is working. You’re busier than ever. Women are finding you online. But you struggle to articulate the ROI in a way that resonates with board members who may not understand digital marketing.
The result: Marketing budgets get cut. Opportunities are lost. Lives aren’t reached.
The solution: Learn to communicate marketing impact in language boards understand—with data, stories, and clear ROI calculations.
Understanding What Boards Care About
Before you can report effectively, understand what board members are thinking:
Their Questions (Spoken and Unspoken):
Financial Stewardship:
- “Are we spending donor money wisely?”
- “Could we reach just as many women spending less?”
- “How does this compare to other pregnancy centers?”
- “Is this the best use of our limited budget?”
Mission Impact:
- “How many lives are we saving?”
- “Are we reaching abortion-minded women?”
- “What would happen if we cut marketing?”
- “Is this making a real difference?”
Accountability:
- “Can you prove this is working?”
- “What metrics are we tracking?”
- “How do we know if it’s successful?”
- “What’s our return on investment?”
Future Planning:
- “Should we increase or decrease marketing spend?”
- “What should we invest in next year?”
- “Are there more cost-effective strategies?”
- “How do we compete with abortion providers?”
Your Challenge:
Translate clicks, impressions, conversions, and engagement rates into language that answers these questions—with compelling stories and concrete numbers.
The Key Metrics Boards Actually Understand
Metric 1: Cost Per Appointment
What it is: Total marketing spend ÷ Number of appointments generated
Why boards care: Shows efficiency of marketing dollars
How to calculate:
Monthly Google Ads spend: $2,000
Appointments from Google Ads: 45
Cost per appointment: $2,000 ÷ 45 = $44.44
How to present: “Our Google Ads investment of $2,000 per month generates 45 appointments at a cost of $44 per appointment. This means every $44 invested brings a woman through our doors who might otherwise have gone to an abortion clinic.”
Benchmarks to share:
- Industry average: $40-80 per appointment
- Your performance: [Your number]
- Trend: Up/down from last year
Metric 2: Cost Per Abortion-Minded Client
What it is: Marketing spend ÷ Number of abortion-minded women reached
Why boards care: This is your core mission—reaching women considering abortion
How to calculate:
Total marketing spend: $36,000 per year
Abortion-minded clients served: 425
Cost per abortion-minded client: $36,000 ÷ 425 = $84.71
How to present: “Last year, our marketing investment of $36,000 helped us reach 425 women who were actively considering abortion—women who might never have known we existed otherwise. That’s $85 invested per woman we had the opportunity to serve and support.”
Context to add:
- Average abortion costs $500-2,000
- Many of these women would have spent that on abortion
- Instead, they received free support from us
Metric 3: Source Attribution
What it is: Where clients heard about you
Why boards care: Shows which marketing channels are working
How to track: Ask every client: “How did you hear about us?”
Sample breakdown:
- Google search: 35%
- Google My Business: 25%
- Social media: 15%
- Referral: 15%
- Walk-in: 5%
- Other: 5%
How to present: “60% of our clients found us through our digital marketing efforts (Google search and Google My Business). Without this investment, we’d lose more than half of the women we serve.”
Metric 4: Comparison to Previous Year
What it is: Year-over-year growth in key metrics
Why boards care: Shows whether marketing is improving or declining
Sample comparison table:
| Metric | 2023 | 2024 | Change |
|---|---|---|---|
| Total appointments | 456 | 612 | +34% |
| Abortion-minded clients | 152 | 247 | +62% |
| Google Ads cost per appointment | $58 | $43 | -26% |
| Website traffic | 8,400 | 14,200 | +69% |
How to present: “Our marketing investments are becoming more efficient over time. We’re reaching 62% more abortion-minded women than last year while reducing our cost per appointment by 26%.”
Metric 5: Marketing Investment as % of Budget
What it is: Marketing spend compared to total organizational budget
Why boards care: Context for whether spending is appropriate
Industry benchmarks:
- Average pregnancy center: 8-15% of budget on marketing
- Growth-focused centers: 15-25%
- Minimal marketing: Under 5%
How to calculate:
Total annual budget: $350,000
Marketing budget: $42,000
Marketing as % of budget: 12%
How to present: “Our marketing investment of $42,000 represents 12% of our total budget, which is within the healthy range for pregnancy centers and below what abortion clinics typically spend (15-25% of their budgets).”
The ROI Report Template
Here’s a template for a compelling quarterly or annual marketing report to your board:
Section 1: Executive Summary (Top of First Page)
Keep this to 3-4 sentences summarizing the most important points.
Example:
MARKETING IMPACT SUMMARY - 2024
In 2024, our marketing investment of $36,000 helped us reach
612 women, including 247 who were actively considering abortion.
This represents a 62% increase in abortion-minded clients compared
to 2023, with a 26% decrease in cost per appointment. Digital
marketing now accounts for 60% of how women find us, making it
essential to our mission of reaching women in crisis.
Section 2: Investment Overview
Show where the money went:
2024 MARKETING INVESTMENT: $36,000
Breakdown:
- Google Ads: $24,000 (67%)
- Website & SEO: $6,000 (17%)
- Social Media Advertising: $3,600 (10%)
- Tools & Software: $2,400 (6%)
Include comparison: “This represents a $6,000 increase from 2023, which was invested strategically in Google Ads to reach more abortion-minded women.”
Section 3: Results by the Numbers
Present key metrics clearly:
WOMEN REACHED:
✓ 612 total appointments (vs. 456 in 2023)
✓ 247 abortion-minded clients (vs. 152 in 2023)
✓ 365 returned for ongoing support
EFFICIENCY GAINS:
✓ Cost per appointment: $43 (down from $58)
✓ Cost per abortion-minded client: $85
✓ Show rate: 74% (up from 68%)
DIGITAL PRESENCE:
✓ 14,200 website visitors (69% increase)
✓ 1,247 Google My Business views per month
✓ Ranked #1-3 for key search terms in our city
Section 4: Source Attribution
Show where clients came from:
HOW WOMEN FOUND US IN 2024:
Digital Marketing (60%):
- Google Search: 215 clients (35%)
- Google My Business: 153 clients (25%)
Traditional/Other (40%):
- Referrals: 92 clients (15%)
- Social Media: 92 clients (15%)
- Walk-in: 31 clients (5%)
- Other: 29 clients (5%)
Impact: Without digital marketing, we would have served 40%
fewer women—including missing 60% of abortion-minded clients.
Section 5: Success Stories
Include 2-3 brief, anonymized stories:
REAL WOMEN, REAL IMPACT:
"Sarah" (Age 24)
Found us: Google search for "abortion clinic near me"
Situation: 7 weeks pregnant, scheduled abortion for next week
Outcome: After free ultrasound and options counseling, chose
parenting. We connected her with WIC, housing assistance, and
ongoing support. She delivered a healthy baby boy in November.
Marketing cost to reach Sarah: $44
Impact: Priceless
"Maria" (Age 19)
Found us: Google My Business listing
Situation: College student, unplanned pregnancy, considering
abortion pill
Outcome: Chose adoption. We connected her with local agency.
She maintains relationship with adoptive family.
Marketing cost to reach Maria: $44
Impact: Priceless
Section 6: Competitive Context
Show what you’re up against:
THE COMPETITION:
Planned Parenthood Affiliate in Our Region:
- Estimated marketing budget: $200,000+
- Professional agency support
- National brand recognition
Local Abortion Clinic:
- Estimated marketing budget: $60,000+
- Aggressive Google Ads presence
- Billboard campaigns
Our Center:
- Marketing budget: $36,000
- Strategic, efficient targeting
- Strong local presence and reputation
Despite being significantly outspent, our targeted approach
allows us to compete effectively and reach women who need us.
Section 7: Looking Ahead
Share next year’s strategy and budget request:
2025 RECOMMENDATIONS:
Continue What's Working:
- Google Ads (requesting $28,000)
- Website optimization and SEO ($6,000)
- Google My Business management (in-house, $0)
Strategic Additions:
- Expand Google Ads to neighboring cities (+$4,000)
- Add remarketing to re-engage website visitors (+$2,000)
- Enhanced tracking and analytics tools (+$1,000)
Requested 2025 Marketing Budget: $41,000
Expected Impact: 700+ total appointments, 300+ abortion-minded
clients, continued efficiency gains
Section 8: What If We Cut Marketing?
Help board understand the risk:
IMPACT OF REDUCING MARKETING BUDGET:
If we reduced marketing by 50% ($18,000):
- Estimated 300 fewer appointments
- Estimated 120-150 fewer abortion-minded women reached
- Loss of competitive position to abortion providers
- Longer recovery time to regain lost ground
If we eliminated marketing entirely:
- Estimated 60% drop in new clients (365 fewer appointments)
- Would primarily serve only women who:
- Know us by reputation
- Receive referrals
- Walk in by chance
- Would miss most abortion-minded women (who search online)
How to Present Your Report
Format Options
Option 1: Written Report + Discussion
- Send comprehensive written report 1 week before meeting
- Present 10-minute summary at meeting
- Allow time for Q&A
Option 2: Visual Presentation
- Create slide deck with key points
- Present at board meeting (15-20 minutes)
- Provide written backup materials
Option 3: Dashboard + Quarterly Updates
- Create ongoing dashboard board can access
- Provide brief quarterly updates
- Deep dive annually
Presentation Tips
Start with Impact: Don’t lead with “We spent $36,000.” Lead with “We reached 247 abortion-minded women.”
Use Visuals:
- Charts showing growth
- Graphs showing efficiency improvements
- Before/after comparisons
Tell Stories: Numbers matter, but stories move people. Include real examples (anonymized).
Be Honest About Challenges: If something isn’t working, say so and explain how you’re adjusting.
Connect to Mission: Always tie back to your organization’s core mission of saving lives.
Prepare for Questions: Anticipate concerns and have answers ready.
Handling Common Board Objections
Objection 1: “This seems expensive.”
Response: “I understand the concern. Let me put this in context:
- Cost per abortion-minded woman reached: $85
- Average cost of abortion: $500-2,000
- Cost to abortion providers to reach one woman: Estimated $100-200
- Our efficiency is actually better than abortion clinic benchmarks
Additionally, the alternative—not investing in marketing—means:
- Losing 60% of the women who currently find us
- Missing most abortion-minded women (who search online)
- Allowing abortion providers to dominate search results
The question isn’t ‘Can we afford this?’ but ‘Can we afford NOT to invest in reaching women in crisis?'”
Objection 2: “Can’t we just rely on word-of-mouth and referrals?”
Response: “Referrals are valuable and we cherish them—they represent 15% of our clients. However, data shows:
- 60% of our clients found us through digital marketing
- 75% of abortion-minded women specifically found us online
- Women in crisis search Google first, not ask friends
Referrals reach women already in our network. Digital marketing reaches women outside it—including those considering abortion who wouldn’t think to ask for pregnancy center referrals.”
Objection 3: “Why not just spend more on direct client services?”
Response: “This is a both/and situation, not either/or.
Direct services budget: $X (XX% of budget) Marketing budget: $Y (YY% of budget)
Without marketing, fewer women find us to receive those services. Empty exam rooms don’t help anyone.
Think of it this way: Direct services are what we do. Marketing is how women find out we exist. Both are essential.”
Objection 4: “Other pregnancy centers don’t spend this much.”
Response: “Marketing investment varies widely based on:
- Local market competition
- Geographic area size
- Organizational goals
Some centers spend less and serve fewer women. Some spend more and reach more.
The question is: What’s right for OUR mission and community?
Our investment of [X% of budget] is [within/below] industry benchmarks while delivering [above-average] results. If the board wants us to reach more abortion-minded women, marketing is how we do it.”
Objection 5: “Can we try marketing without spending as much?”
Response: “Absolutely, and we can show what that would look like:
Current budget ($36,000/year):
- 612 appointments
- 247 abortion-minded clients
- Cost per appointment: $43
Reduced budget ($18,000/year):
- Estimated 300-350 appointments
- Estimated 120-150 abortion-minded clients
- Cost per appointment: $51-60 (less efficiency)
We can operate with less, but we need to set expectations for reduced impact. If the board is comfortable serving fewer women, we can adjust. But we want to be transparent about the tradeoff.”
Monthly Dashboard for Board Members
Create a simple monthly dashboard board members can access between meetings:
Dashboard Metrics (Updated Monthly)
Appointments:
- Total this month: [X]
- Year-to-date: [X]
- Vs. same period last year: [+/- X%]
Abortion-Minded Clients:
- This month: [X]
- Year-to-date: [X]
- Vs. same period last year: [+/- X%]
Marketing Efficiency:
- Cost per appointment this month: $[X]
- Year-to-date average: $[X]
- Trend: [Improving/Declining]
Traffic Sources This Month:
- Google Ads: [X] appointments
- Organic search: [X] appointments
- Google My Business: [X] appointments
- Social media: [X] appointments
- Referrals: [X] appointments
- Other: [X] appointments
Website Performance:
- Visitors this month: [X]
- Top search terms finding us: [list]
- Conversion rate: [X%]
How to Create This:
Tools:
- Google Sheets or Excel (free)
- Google Data Studio (free, connects to Google Analytics)
- Simple template updated monthly
Time investment: 30-60 minutes per month
Value: Keeps board informed, builds confidence, reduces meetings
Donor Communication: Telling the Story
Your board represents donors. Here’s how to communicate marketing ROI to the broader donor base:
Annual Report Section
Instead of: “Marketing Expenses: $36,000”
Try: “Reaching Women Online: Investing in Digital Outreach”
“In 2024, women in crisis increasingly turned to Google to find help. Our investment in digital marketing ensured they found US instead of abortion providers.
The Result:
- 612 women reached
- 247 considering abortion
- 365 chose life for their babies
- Investment: $36,000
- Cost per life: $85
Every day, women in our community search ‘abortion clinic near me.’ Thanks to your support, many find us first.”
Donor Newsletter Stories
Feature individual success stories with marketing context:
"How Google Brought Sarah to Our Door"
At 2 AM on a Tuesday, Sarah was awake, terrified, and searching
Google for 'abortion clinic near me.' She was 7 weeks pregnant
and had an abortion scheduled for Friday.
But because of donors like you, our pregnancy center appeared
in that search. Sarah clicked. She read about our free ultrasound.
She texted us at 2:13 AM.
By 10 AM Wednesday, she was in our center for a free ultrasound
and options counseling. By Friday—her scheduled abortion day—
she had cancelled her appointment at the abortion clinic.
Today, Sarah is a thriving mom to a healthy baby boy.
Cost to reach Sarah through digital marketing: $44
But Sarah's life—and her son's life—are priceless.
Your donations make this work possible. Thank you.
Fundraising Appeals with Marketing Context
Appeal theme: “Reach Her Before the Abortion Clinic Does”
Every day in [City], women search Google for abortion services.
If we don't appear in those searches, abortion providers will.
Your gift ensures we reach women like:
[Client story 1]
[Client story 2]
Right now, there's a woman searching Google who needs to find
us. Your donation makes that possible.
Donate today to help us reach women before it's too late.
Training Board Members to Be Marketing Advocates
Your board can help champion your marketing efforts:
Board Marketing Education Session
Host a 30-minute training:
Topic: “Understanding Modern Pregnancy Center Marketing”
Cover:
- How women search for pregnancy help in 2025
- Why digital marketing is essential (not optional)
- How Google Ads and SEO work (simplified)
- What “good” looks like (realistic expectations)
- How to talk about marketing with donors
Outcome: Board members understand and can articulate the need for marketing investment
Board Member Talking Points
Give board members language to use with donors:
“Why do we spend so much on marketing?” “Because that’s where women in crisis look for help first—online. Without digital marketing, we’d miss 60% of the women we serve, including most abortion-minded women.”
“Can’t you just rely on word-of-mouth?” “Referrals are great, but represent only 15% of our clients. The other 85% find us online, see our sign, or hear about us through community outreach. Digital marketing is our largest source of new clients.”
“Shouldn’t that money go to direct services?” “It’s not either/or—both are essential. Marketing brings women in the door. Services help them once they arrive. Without marketing, we’d have empty chairs and unused services.”
Quarterly ROI Report Template
Here’s a streamlined template for quarterly updates:
PREGNANCY CENTER MARKETING REPORT
Q[X] 20XX
EXECUTIVE SUMMARY:
This quarter, our marketing investment of $[X] generated [X]
appointments including [X] abortion-minded women. Cost per
appointment was $[X], [up/down X%] from last quarter.
INVESTMENT THIS QUARTER:
- Google Ads: $[X]
- Website/SEO: $[X]
- Social Media: $[X]
- Tools: $[X]
Total: $[X]
RESULTS THIS QUARTER:
Appointments:
- Total: [X] (vs. [X] last quarter, [X] same quarter last year)
- Abortion-minded: [X] (vs. [X] last quarter)
- Show rate: [X%]
Efficiency:
- Cost per appointment: $[X]
- Cost per abortion-minded client: $[X]
Traffic Sources:
- Google search: [X%]
- Google My Business: [X%]
- Social media: [X%]
- Referrals: [X%]
- Other: [X%]
HIGHLIGHTS:
- [Notable achievement or improvement]
- [Success story or milestone]
- [Competitive win or ranking improvement]
CHALLENGES:
- [Any issues or concerns]
- [How you're addressing them]
NEXT QUARTER FOCUS:
- [Priority 1]
- [Priority 2]
- [Priority 3]
Questions? Contact [Name] at [Email/Phone]
The Bottom Line
Marketing isn’t an expense. It’s an investment in your mission.
The difference between centers that get robust marketing support and those that don’t comes down to communication:
Unsuccessful approach:
- “We need $30,000 for marketing”
- Focus on costs
- Vague results
- No stories
- Defensive posture
Successful approach:
- “We invested $30,000 to reach 425 abortion-minded women”
- Focus on impact
- Concrete metrics
- Compelling stories
- Confident, data-driven presentation
Your board wants to be good stewards. Help them understand that investing in marketing is investing in reaching more women, saving more lives, and fulfilling your mission.
Give them:
- Clear metrics they understand
- Concrete stories they can share
- Context for efficiency and competition
- Confidence in your strategy
- Vision for growth
The result: Marketing budgets that grow, boards that become advocates, and more resources to reach more women.
Ready to Improve Your Board Reporting?
Get a Custom ROI Report Template: We’ll create a reporting template specific to your center’s metrics and board preferences.
Need Help Presenting to Your Board? We can attend your board meeting (virtually) to present marketing results and answer questions.
Want to Train Your Board? We offer board education sessions on modern pregnancy center marketing.
Call or Text: 573-395-6044
Let’s help your board become your biggest marketing advocates.
About the Author: Cornerstone Marketing Strategies specializes in digital marketing for pregnancy centers and pro-life organizations. With years of experience working in the pro-life movement and over 400 successful campaigns, we understand both the technical requirements of effective digital marketing and the mission-critical nature of reaching abortion-minded women. Contact us to learn how we can help your center save more lives.