6 Metrics Modern

FundraisersNEED to Track

Open

Rate

Open

Rate(emails opened) / (emails sent)=

It matters becauseIt tells you if your emails are

actually being read or just

ignored.

Improve it byPutting more effort into your

subject lines. Inform the

reader, but pique their

interests too.

Click

Rate

Click

Rate(emails clicked) / (emails sent)=

It matters becauseAre your emails spurring the

reader to take action (click a

link to donate, sign a

petition, etc.)?

Improve it byUsing strong calls-to-action

in all emails, focusing on

one topic per message.

Donor

Retention

Donor

Retention(repeat donors) / (previous donors)=

It matters becauseRepeat donors are far more

valuable and more cost

effective to nurture than new

donors.

Improve it byFoster a relationship with

your donors and make them

feel valued.

“Focusing on improving donor retention is

the best way to grow revenues for your

charity, and money spent on retaining

donors offers the best ROI of any

fundraising activity,” - Rory Green.

http://fundraisergrrl.tumblr.com/

Donation

Page

Conversion

(# of online donors) /=

Donation

Page

Conversion

(# of donation

page visits)

It matters becauseCan indicate whether your

donation page is performing

as it should, or if it needs

tweaking.

Improve it byShorter forms, mobile

responsiveness, and make it

easy to donate.

Read more…

blog.wedid.it/donation-page-mistakes

Upgrade

Percentage

/ (total donors)=Upgrade

Percentage(donors who

increase giving)

It matters becauseDonors are trending towards

giving more to fewer

organizations.

Improve it byConnect past donors with

projects you feel they will

have a strong connection

with.

“Knowing the trend is that donors are

giving more money to fewer organizations,

we want to ensure that those donors that

we’re retaining year after year are

upgrading their giving as they continue to

support us.” - Maeve Strathy.

http://www.whatgivesphilanthropy.com/

Major Gift

Pipeline

Report

=

Major Gift

Pipeline

Report

Identification

Discovery

Cultivation

Solicitation

Confirmed

Stewardship

Declined

It matters becauseTracking actions that don’t

move prospects down the

pipeline serves no purpose.

Improve it byFocus more on the quality of

major gift interactions rather

than quantity.

“Major gifts is not a quantity game, it’s a

quality game and metrics should center on

what you’re doing to move prospects down

the pipeline.” - Rory Green.

http://fundraisergrrl.tumblr.com/

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