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6 Metrics Modern
FundraisersNEED to Track
Open
Rate
Open
Rate(emails opened) / (emails sent)=
It matters becauseIt tells you if your emails are
actually being read or just
ignored.
Improve it byPutting more effort into your
subject lines. Inform the
reader, but pique their
interests too.
Click
Rate
Click
Rate(emails clicked) / (emails sent)=
It matters becauseAre your emails spurring the
reader to take action (click a
link to donate, sign a
petition, etc.)?
Improve it byUsing strong calls-to-action
in all emails, focusing on
one topic per message.
Donor
Retention
Donor
Retention(repeat donors) / (previous donors)=
It matters becauseRepeat donors are far more
valuable and more cost
effective to nurture than new
donors.
Improve it byFoster a relationship with
your donors and make them
feel valued.
“Focusing on improving donor retention is
the best way to grow revenues for your
charity, and money spent on retaining
donors offers the best ROI of any
fundraising activity,” - Rory Green.
http://fundraisergrrl.tumblr.com/
Donation
Page
Conversion
(# of online donors) /=
Donation
Page
Conversion
(# of donation
page visits)
It matters becauseCan indicate whether your
donation page is performing
as it should, or if it needs
tweaking.
Improve it byShorter forms, mobile
responsiveness, and make it
easy to donate.
Upgrade
Percentage
/ (total donors)=Upgrade
Percentage(donors who
increase giving)
It matters becauseDonors are trending towards
giving more to fewer
organizations.
Improve it byConnect past donors with
projects you feel they will
have a strong connection
with.
“Knowing the trend is that donors are
giving more money to fewer organizations,
we want to ensure that those donors that
we’re retaining year after year are
upgrading their giving as they continue to
support us.” - Maeve Strathy.
http://www.whatgivesphilanthropy.com/
Major Gift
Pipeline
Report
=
Major Gift
Pipeline
Report
Identification
Discovery
Cultivation
Solicitation
Confirmed
Stewardship
Declined
It matters becauseTracking actions that don’t
move prospects down the
pipeline serves no purpose.
Improve it byFocus more on the quality of
major gift interactions rather
than quantity.
“Major gifts is not a quantity game, it’s a
quality game and metrics should center on
what you’re doing to move prospects down
the pipeline.” - Rory Green.
http://fundraisergrrl.tumblr.com/