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