Inspiration or Perspiration?

The data landscape is getting larger and infinitely more confusing. Not only do you have data in your trusty database, but you have data about how people behave on your website, data about your constituents within the social-media sites, and data in your e-mail system about how many people open and click in those e-mails you send out. But certain fundraising metrics still serve as a great basis for making sound decisions when dealing with a mass market of individual constituents. Here they are: