METRICS THAT MATTER MEASURING THE SUCCESS OF YOUR FUNDRAISING EFFORTS IN A MULTI- CHANNEL ENVIRONMENT

PRESENTED BY MARK LOUX SR. VICE PRESIDENT STRATEGY & ANALYTICS DOUGLAS SHAW & ASSOCIATES MARYANN AIMONE VICE PRESIDENT FOR ADVANCEMENT & COMMUNICATION EXECUTIVE DIRECTOR OF THE CORNERSTONE FOUNDATION LUTHERAN SOCIAL SERVICES OF ILLINOIS

GOALS FOR THE WORKSHOP 1. LEARN THE TOP 10 METRICS 2. DETERMINE THE IMPACT OF YOUR MULTI-CHANNEL EFFORTS 3. MEASURE YOUR DIGITAL RETURN ON INVESTMENT

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.

THE 5 STAGES OF ACCOUNTABILITY DENIAL FEAR CONFUSION SELF-PROMOTION ACCOUNTABILITY

WE MEASURE WHAT WE VALUE AND VALUE WHAT WE MEASURE.

YOU CAN ONLY MEASURE CAPTURED DATA!

WHERE TO BEGIN

Overall Audience Channel Project

WHAT TO MEASURE  OVERALL FILE PERFORMANCE  DONOR PERFORMANCE  PROJECT/EFFORT PERFORMANCE  THE VALUE OF TRENDS  BENCHMARKING TOOLS

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

WHAT’S IMPORTANT TRENDING VS. ACTUALS YEAR-OVER-YEAR CHANGES IDENTIFY OUTLIERS (DISASTER, EMERGENCY NEED, ETC.)

KEY ORGANIZATIONAL PERFORMANCE INDICATORS REPORT #1

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)

HOW THIS REPORT HELPS YOU EARLY WARNING SYSTEM MUST UNDERSTAND HOW THE VARIABLES IMPACT OTHER VARIABLES WHAT TO WATCH FOR

REPORT #1 ROLLING 12 MONTH AVERAGE PERCENT CHANGE

REPORT #1 ROLLING 12 MONTH AVERAGE INDEX

REPORT #1 ROLLING 12 MONTH AVERAGE ACTIVE DONORS

REPORT #1 ROLLING 12 MONTH AVERAGE GIFTS

REPORT #1 ROLLING 12 MONTH AVERAGE REVENUE

DONORS BY LIFE STAGE REPORT #2

REPORT # 2: PRIMARY LIFE STAGES NEW 2 ND YEAR FROM NEW MULTI-YEAR RENEWED 2 ND YEAR RENEWED

REPORT # 2: DATA FOR EACH LIFE STAGE STARTING NUMBER ACTIVE IN THE TIME PERIOD GIFTS REVENUE GIFTS/DONOR AVERAGE GIFT REVENUE PER DONOR

ROLLING 12 MONTH UPGRADE/DOWNGRADE REPORT #3

REPORT # 3: UPGRADE/DOWNGRADE BY STATUS BY INITIAL SEGMENT CURRENT SEGMENT

REPORT # 3: DATA FOR EACH VIEW

DONOR VALUE BY INITIAL GIFT SIZE REPORT #4

REPORT # 4: DONOR VALUE GIFT SIZE TRENDING CURRENT VALUE LIFETIME VS. CURRENT YEAR

REPORT # 4: DATA FOR EACH VIEW

REPORT #4 DONOR VALUE BY INITIAL GIFT SIZE

MULTI-ENGAGEMENT REPORT REPORT #5

REPORT # 5: MULTI-ENGAGEMENT REPORT TRENDING CURRENT VALUE LIFETIME VS. CURRENT YEAR

REPORT # 5: DATA FOR EACH VIEW IDENTIFY THE ENGAGEMENT POINTS IDENTIFY REVENUE AND UNIQUE CONSTITUENTS BY COMBINATION OF ENGAGEMENT POINTS IDENTIFY REVENUE BY CHANNEL

REPORT #5 LIFETIME VALUE BY ENGAGEMENT

REPORT #5 LIFETIME VALUE BY ENGAGEMENT

REPORT #5 LIFETIME VALUE BY ENGAGEMENT

REPORT #5 LIFETIME VALUE BY ENGAGEMENT

REPORT #5 MULTI-CHANNEL ENGAGEMENT TOP 5 ENGAGEMENTS

LARGEST GIFT BY INITIAL GIFT SIZE REPORT #6

REPORT # 6: LARGEST GIFT BY INITIAL GIFT SIZE TRENDING CURRENT VALUE LIFETIME VS. CURRENT YEAR

REPORT # 6: DATA FOR EACH VIEW REVENUE BY SOURCE AND FIRST YEAR

REPORT #6 LARGEST LIFETIME GIFT BY INITIAL GIFT AMOUNT

GIVING BY CHANNEL REPORT #7

REPORT # 7: GIVING BY CHANNEL TRENDING CURRENT VALUE LIFETIME VS. CURRENT YEAR

REPORT # 7: DATA FOR EACH VIEW REVENUE BY SOURCE

REPORT #7 INCOME BY SOURCE

PERFORMANCE MATCHBACK REPORT #8

REPORT # 8: PERFORMANCE IMPACT TRENDING CURRENT VALUE LIFETIME VS. CURRENT YEAR

REPORT # 8: DATA FOR EACH VIEW INTERACTION FILE ALL GIFT INFORMATION TARGET SOURCES WHITE MAIL ONLINE RECEIPT

SAMPLE DATA FOR MATCHBACK

REPORT #8 MATCHBACK TO SOURCE

PROJECT SUMMARY REPORT #9

REPORT # 9: PROJECT SUMMARY RESPONSE BUDGET VARIATION

REPORT # 9: PROJECT SUMMARY VIEW PROJECT NUMBER OF IMPACTS NUMBER OF RESPONSES NUMBER OF PREMIUMS REQUESTED RESPONSE RATE TOTAL REVENUE AVERAGE GIFT EFFORT COST PREMIUM COST NET REVENUE RETURN ON INVESTMENT COST/$ RAISED NET YIELD PER THOUSAND

PROJECT DETAIL REPORT REPORT #10

REPORT # 6: PROJECT DETAIL REPORT TOTALS BY SEGMENT

REPORT # 10: DATA FOR EACH VIEW SEGMENT NUMBER OF IMPACTS NUMBER RETURNED NUMBER OF PREMIUMS REQUESTED PERCENT RESPONSE TOTAL REVENUE AVERAGE GIFT EFFORT COST PREMIUM COST NET REVENUE RETURN ON INVESTMENT COST/$ RAISED NET YIELD PER THOUSAND

SOME BONUS REPORTS

LOOKING FOR A WAY TO JUSTIFY DONOR ACQUISITION? SHOW THE VALUE OF DONORS OVER TIME

OVERLAYING MULTIPLE ENGAGEMENTS DATA COLLECTION IS CRITICAL