2,035 New Donors. $2.90 Per $1. · MMG × Belev Echad

The Journey · In Motion

From "help wounded IDF soldiers" to first gift.

Cold-acquisition donors don't arrive through luck. They arrive at the exact moment they decide to look — when a stranger sitting on their couch types "help wounded IDF soldiers" into Google, and the right ad meets them there.

Below: the journey, watched in real time. Query → result → click → donate.

It's the funnel every nonprofit digital program tries to engineer. Most don't. This one does — at $2.90 per dollar spent. Disciplined campaign architecture, the right keyword bids, ad copy that earns the click, and a landing experience that doesn't lose what the ad just paid for.

Belev Echad ad — He risked everything for Israel. Now he needs you. — One of the ads that drove the program "He risked everything for Israel. Now he needs you."

The Challenge

Digital donor acquisition is the hardest math in nonprofit fundraising.

Most nonprofit digital programs lose money on first-gift acquisition.

The industry benchmarks tell the story. Paid search is the strongest nonprofit channel, returning an average of $2.48 per dollar spent. Multi-channel digital averages $1.49. Meta and Facebook ads return $0.48 on average. Boards see those numbers and ask the same question every year: is this working?

The programs that work pay for themselves in cold acquisition. Everything else they do runs as free upside.

That model takes three things: a diversified portfolio so no platform shift breaks the funnel, dollar-level attribution so the data drives the optimization, and cohort thinking so the math is measured in lifetime giving, not first-gift ROAS.

That's what MMG builds.

The MMG Approach

Every dollar acquired came out of the same method.

Build the Funnel

Match the donor's intent. Show up where they're already looking. Capture the click that converts to a first gift, not the click that looks good in a dashboard.

Diversify the Portfolio

Holiday campaigns, paid search, mission creative, donor stories, evergreen. Each plays a different role so the program doesn't depend on any single channel or moment in the calendar.

Track Every Dollar

Every link tagged. Every payment back to its source. Salesforce as the source of truth. The only way to optimize a program is to see what's actually working in the data.

Compound the Cohort

Measure lifetime giving, not first-gift ROAS. A donor acquired in 2024 is still giving in 2026. That's where the math gets good and the program pays for itself.

The Case Study

Three years. One mandate. Make the math work.

Belev Echad brings a powerful mission and decades of trust with its community. Our job was to scale digital acquisition without losing the math.

The partnership began in March 2023. Systematic link-tagging, the basis for honest attribution, became routine in early 2024. Everything in this report covers the period since.

What the data shows: a program that brings in new donors, keeps them giving, and beats every published industry benchmark on cold acquisition alone.

Every dollar the program spends comes back. Every dollar after that is upside.

Finding 01 · Acquisition

The program brings in new donors. And it's accelerating.

Since attribution tracking began, MMG digital links have brought a steady stream of brand-new donors into Belev Echad's file. The pace is not slowing. 2026 is acquiring new donors at nearly three times the 2025 rate.

2024 was a strong first full year, averaging 73 new donors per month. 2025 ran at 47 per month. 2026 is on a different trajectory entirely, at a monthly pace of 134.

The program isn't maturing into a slower groove. It's finding its second gear.

Belev Echad ad — Wounded in War. Spending Shabbat in a Hospital Bed. — Donor story · Top of funnel "Wounded in War. Spending Shabbat in a Hospital Bed."

2024 acquisition pace

73/mo

First full tracked year

2026 acquisition pace

134/mo

Nearly 3× 2025

Growth

+185%

2025 → 2026 pace

Monthly acquisition pace, 2026 is moving nearly 3× faster than 2025

Finding 02 · Retention

Once acquired, they keep giving.

Of the donors the program has brought in cold, more than one in four has already returned to give again. The donors who do return give an average of 4.0 gifts each. Repeat giving now accounts for 31% of acquired-cohort revenue and is growing month over month.

The 2024 cohort has already produced nearly as much in repeat giving as it did in first gifts. The 2025 and 2026 cohorts are at earlier points in their lifecycle and still adding gifts.

Belev Echad ad — Sponsor a Lulav and Etrog for a Wounded IDF Soldier — Holiday creative · Sukkot 2024 "Sponsor a Lulav and Etrog for a Wounded IDF Soldier."

Repeat rate

25.7%

More than 1 in 4 returns

Avg gifts per repeater

4.0

And still climbing

Repeat-cohort revenue

31%

Growing month over month

Repeat-gift share by cohort — the earlier the cohort, the more it has compounded

2024 retention: 35.1%. 2025: 28.3%. 2026 YTD: 9.2% and rising fast. Across every cohort, the donors who return give an average of 4.0 gifts each.

MMG opens the door. Belev Echad's team sustains the relationship. Of the repeat giving from acquired donors, only 13% comes back through MMG links. The other 87% flows through Belev Echad's email, mail, and direct website channels.

Finding 03 · Economics

The math beats the benchmark.

The acquired donors have given back nearly three times what it cost to bring them in. Across the program's life, the math has settled at $2.90 returned for every $1 spent on cold acquisition alone.

The 2026 M+R Benchmarks Report pegs nonprofit paid-search returns at $2.48 per $1, multi-channel digital at $1.49, and Meta/Facebook ads at $0.48. Belev Echad's blended program beats every channel average, including the strongest one, on cold acquisition alone.

Return per $1

$2.90

Cold acquisition

Above paid-search avg

+17%

vs. $2.48 benchmark

Vs. Meta/Facebook avg

6×

vs. $0.48 benchmark

MMG's return beats every nonprofit channel average

Industry benchmarks from the 2026 M+R Benchmarks Report, covering 2025 program performance across hundreds of US nonprofits. Belev Echad's return is on cold-acquisition revenue only, computed on the same dataset as the rest of this report.

The Method, Up Close

Same mission. Two doors. Always testing.

The $2.90 return isn't from running one good ad. It's from running many, then learning which audience walks through which door. Every campaign goes live with multiple variants pitched at different motivations — and the budget shifts to whichever one converts.

Here's one example. Same program ("Hounds for Heroes," sponsoring service dogs for wounded IDF soldiers). Same offer. Two different ways of telling the story.

Belev Echad ad — Hounds for Heroes, variant A (the dog leads)

Belev Echad ad — Hounds for Heroes, variant B (the soldier leads)

Two ads, two audiences, one campaign — that's a small slice of the 137 distinct campaigns the program ran. Mission-specific creative like this compounds across the year alongside the holiday and donor-story creative shown above. The mix is what makes the portfolio resilient.

The Free Program

Cold acquisition pays for the work. Everything else is upside.

The $2.90 return covers the cost of the program. The donors that the ad spend brings in give back nearly three times what it cost to acquire them. From the organization's perspective, the digital advertising line item is net positive before any of MMG's other work is counted.

That makes the rest of what MMG runs effectively free. The brand-building creative that introduces Belev Echad to people who've never heard the name. The persuasion advertising that warms up future donors. The retention campaigns that re-engage existing ones. None of it costs the organization a net dollar, because the acquired-donor revenue covers the budget.

When the full program is counted, including all giving routed through MMG channels, the program returns $8.99 for every $1 spent. The first $2.90 pays for the work. The other $6.09 is upside.

$2.90

Cold-acquisition return

$8.99

Program-wide return

3×

2026 acceleration

137

Distinct campaigns run

Two ways to read the program. The $2.90 acquisition return answers "what did the ad spend produce in new donors?" The $8.99 program return answers "what did the ad spend produce in donations, full stop?" Both are real. The acquisition number is the conservative one. The program number is what shows up in the bank.

Source: Belev Echad's Salesforce "First-Gift Attribution (All)" export, May 2026. Acquisition counts and ROAS computed only on donors whose first-ever gift came through an MMG-tagged digital link. Program-wide return includes all giving routed through MMG channels, including from existing Belev Echad donors.

The numbers reflect the program. The mission behind it belongs to Belev Echad.

The Bottom Line

Every nonprofit runs digital ads.

Not every nonprofit turns them into profit.

The difference isn't the platform, the creative, or the budget. It's whether someone tags every link, tracks every dollar, and builds a portfolio that compounds across years instead of months.

Belev Echad brought the mission. Our job was to make the math work.

That's what we do.

Move the Needle or call (212) 502-2897

2,035 New Donors.
$2.90 Per $1.
And They Keep Giving.

Help Heal a Wounded IDF Soldier.