Bridge the Giving Gap

Hard metrics measure the movement of donors through the donor pipeline. Of course, mid-level donors should be evaluated on their performance in individual direct-response campaigns to measure traditional variables such as response rate, average gifts, net/thousand and ROI. However, we also need to carefully monitor other, less immediate measures such as their LTV, cumulative giving within a year, the number of donors who upgraded and the retention rate of donors within the mid-level program. Organizations also can measure the number of donors who migrated out of the program and into major gifts as prospects — after all, that’s the goal of these mid-level efforts!