Download - Fundraising Assessment-AFP-IN
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Melissa S. BrownPrincipal, Melissa S. Brown & Associates, LLC
March 16, 2010AFP - Indiana
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Why do we measure?
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Word of mouth or “word of mouse”
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Accountability Goals
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Effective AND Efficient
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But compared to what?
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15
18
24
24
19Declined by more than 15%
Declined by less than 15%
Increased by more than 15%
Increased by lessthan 15%
Stayed the same
Vehicle Reasonable cost guidelines
Acquisition $1.25-$1.50 / $1 raisedPlanned Giving
$0.20-$0.30 / $ raised
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Followers
Intermediate
Major
FollowingFeldman
Annual donors
Constituency
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2/4/2001 Melissa S. Brown & Associates Carmel, IN 7
Mailing List
General public
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Self-Identified Advocates
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1. Number of donors (or donations)
2. Income from this appeal or group of appeals.
3. Expense, including indirect costs, for this appeal or group of appeals
Greenfield’s 9 pointsBaseline data
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4. % Participation : Donors/Number receiving appeals
5. Average gift : Income/# Donors (or donations)
6. Net income: Income Expense
Effectiveness
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1. Average cost per gift: Expense/Donor
or donation
2. Fund-Raising Cost: Expense/Incomecan be cents/dollar or %
1. Return: Net Income/Expenses * 100(for percentage)
Efficiency
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What about loyalty?
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A. Sargeant, Donor Retention, AFP
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Service Quality
Risk
Shared Beliefs
Learning
Personal Link
Multiple Engagements
Sargeant & Jay Loyalty Model
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Attrition rate
Gains/Losses
Transaction Frequency
Donor Lifetime Value
Loyalty Metrics: Quantitative Info
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Sargeant & Jay
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Donor Satisfaction/Commitment and Trust
Exit Polling
Number (and Categories) of Complaints
Loyalty Metrics: Qualitative Info
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Sargeant & Jay
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Other Metrics Proposed
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Monitor % of new donors who report learning of organization from existing donor or volunteer
Track MEDIAN, not mean, gift amount
Track % of gift $ that are “over the transom”
dzo Strategies
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Going Forward
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Before picking metrics, have a plan for what can change when metrics employed.
Determine “compared to WHAT”. Without a benchmark, even an internal one, data not helpful.
Start modestly, test, review, revise.
Assess “cost” of implementation against “benefits” of use (time, particularly).
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Resources
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www.AchieveGuidance.com Feldman pyramid
www.AFPNet.org FEP, Nonprofit Research Collaborative
Achieving Excellence in Fundraising Greenfield’s table3rd Edition, eds: Tempel, Seiler and Aldrich
www.GivingUSAReports.org Giving USA 2010
www.studyfundraising.info Sargeant on Donor Loyalty
www.dzostrategies.com Beyond cash dashboard items