Geared Up for Growth

1. The first is response rate. Not your normal response rate, but taking all of your campaign pieces and dividing them by all of your gifts … or rather, the reverse of that. So you’re looking at the average response rate across the year.

2. The second, and this is a great yardstick, is gift per year, per segment member. It’s really the number of members that are in your segment or the number of donors that are in the segment, because you also want to include in that number donors who got treatment throughout the year but may not have made a gift. Perhaps they’ve lapsed completely to your organization.