Because It Matters: Avoiding the Not-So-Fab Four

The metrics of fundraising are crucial to your overall success. Here are a few steps to take to get a solid handle on where you stand today.

First, recognize that there are three levels of fundraising analytics. In priority order they are: (1) overall donor file performance (e.g., general donors, monthly givers, major donors, etc.), (2) program area performance (e.g., appeals, newsletters, gift receipts, etc.), and then (3) individual campaign efforts (e.g., March appeal package, summer acquisition campaign, etc.). Most organizations pay attention only to individual campaign efforts. All the talk is about the latest appeal or major donor special event. But, to sustain long-term growth and secure your organization’s financial future, the most important metric to watch is the strength or weakness of your overall donor file.