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Metrics that Matter

Metrics that Matter. Measuring the success of your fundraising efforts in a multi-channel environment. Presented by. Mark Loux. Maryann Aimone. Sr . Vice President Strategy & Analytics Douglas Shaw & Associates. Vice President for Advancement & Communication

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Metrics that Matter

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  1. Metrics that Matter Measuring the success of your fundraising efforts in a multi-channel environment

  2. Presented by Mark Loux Maryann Aimone • Sr. Vice President Strategy & Analytics • Douglas Shaw & Associates • Vice President for Advancement & Communication • Executive Director of the Cornerstone Foundation Lutheran Social Services of Illinois

  3. Goals for the Workshop • Learn the top 10 Metrics • Determine the impact of your multi-channel efforts • Measure your Digital Return on Investment

  4. Why Measure At All? • It builds credibility. • It helps you know the impact of each effort. • It helps you forecast results not spending. • It helps make the case for investment spending.

  5. The 5 Stages of Accountability • Denial • Fear • Confusion • Self-Promotion • Accountability

  6. We measure what we value and value what we measure.

  7. You can only measure captured data!

  8. Where to begin

  9. What to measure • Overall File Performance • Donor Performance • Project/Effort Performance • The Value of Trends • Benchmarking Tools

  10. Start with Organizational Trends • 3-month and 12-month rolling averages • What about excluding large gifts? • Measure with a purpose (How will this information inform your decisions?) • Determine your Key Performance Indicators • Active Donors • Total Revenue • Gift Frequency • Average Gift • Identify your revenue streams • Donations • Product Sales • Event Participation

  11. What’s Important • Trending vs. Actuals • Year-over-Year changes • Identify Outliers (Disaster, emergency need, etc.)

  12. Key Organizational Performance Indicators Report #1

  13. Report #1: Key Data Points • Rolling 12 Month donors • Rolling 12 month Total Income • Rolling 12 Month Number of Gifts • Percent Change to Previous Year (calculation) • Percent Change to Index point (calculation) • Average Gift (calculation) • Gifts/Donor (calculation) • Revenue/Donor (calculation)

  14. How this report Helps You • Early Warning System • Must understand How the Variables Impact Other Variables • What to Watch For

  15. Report #1 Rolling 12 Month Average Percent Change

  16. Report #1 Rolling 12 Month Average Index

  17. Report #1 Rolling 12 Month Average Active Donors

  18. Report #1 Rolling 12 Month Average Gifts

  19. Report #1 Rolling 12 Month Average Revenue

  20. Donors by Life stage Report #2

  21. Report # 2: Primary Life Stages • New • 2nd Year from new • Multi-Year • Renewed • 2nd Year Renewed

  22. Report # 2: Data for Each Life Stage • Starting Number • Active in the time period • Gifts • Revenue • Gifts/Donor • Average Gift • Revenue per donor

  23. Rolling 12 Month Upgrade/Downgrade Report #3

  24. Report # 3: Upgrade/Downgrade • By Status • By Initial Segment • Current Segment

  25. Report # 3: Data for Each view

  26. Report # 3: Data for Each view

  27. Report # 3: Data for Each view

  28. Report # 3: Data for Each view

  29. Donor Value by Initial Gift Size Report #4

  30. Report # 4: Donor Value Gift Size • Trending • Current Value • Lifetime vs. Current Year

  31. Report # 4: Data for Each view

  32. Report #4 Donor Value by Initial Gift Size

  33. Multi-engagement Report Report #5

  34. Report # 5: Multi-Engagement Report • Trending • Current Value • Lifetime vs. Current Year

  35. Report # 5: Data for Each view • Identify the Engagement Points • Identify Revenue and unique constituents by Combination of Engagement points • Identify Revenue by channel

  36. Report #5 Lifetime Value by Engagement

  37. Report #5 Lifetime Value by Engagement

  38. Report #5 Lifetime Value by Engagement

  39. Report #5 Lifetime Value by Engagement

  40. Report #5 Multi-Channel Engagement Top 5 Engagements

  41. Largest Gift by Initial Gift Size Report #6

  42. Report # 6: Largest Gift by Initial Gift Size • Trending • Current Value • Lifetime vs. Current Year

  43. Report # 6: Data for Each view • Revenue by Source and First Year

  44. Report #6 Largest Lifetime Gift by Initial Gift Amount

  45. Giving by Channel Report #7

  46. Report # 7: Giving by Channel • Trending • Current Value • Lifetime vs. Current Year

  47. Report # 7: Data for Each view • Revenue by Source

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