metrics that matter measuring the success of your fundraising efforts in a multi- channel...
TRANSCRIPT
METRICS THAT MATTER
MEASURING THE SUCCESS OF YOUR FUNDRAISING
EFFORTS IN A MULTI-CHANNEL ENVIRONMENT
PRESENTED BY
MARK LOUX
• SR. VICE PRESIDENT STRATEGY & ANALYTICS
• DOUGLAS SHAW & ASSOCIATES
MARYANN AIMONE
• VICE PRESIDENT FOR ADVANCEMENT & COMMUNICATION
• EXECUTIVE DIRECTOR OF THE CORNERSTONE FOUNDATION
LUTHERAN SOCIAL SERVICES OF ILLINOIS
GOALS FOR THE WORKSHOP
1. LEARN THE TOP 10 METRICS
2. DETERMINE THE IMPACT OF YOUR MULTI-CHANNEL EFFORTS
3. MEASURE YOUR DIGITAL RETURN ON INVESTMENT
WHY MEASURE AT ALL?
• IT BUILDS CREDIBILITY.
• IT HELPS YOU KNOW THE IMPACT OF EACH EFFORT.
• IT HELPS YOU FORECAST RESULTS NOT SPENDING.
• IT HELPS MAKE THE CASE FOR INVESTMENT SPENDING.
THE 5 STAGES OF ACCOUNTABILITY• DENIAL
• FEAR
• CONFUSION
• SELF-PROMOTION
• ACCOUNTABILITY
WE MEASURE WHAT WE VALUE AND VALUE WHAT WE MEASURE.
YOU CAN ONLY MEASURE CAPTURED DATA!
WHERE TO BEGIN
Overall
AudienceChanne
lProject
WHAT TO MEASURE
OVERALL FILE PERFORMANCE
DONOR PERFORMANCE
PROJECT/EFFORT PERFORMANCE
THE VALUE OF TRENDS
BENCHMARKING TOOLS
START WITH ORGANIZATIONAL TRENDS3-MONTH AND 12-MONTH ROLLING AVERAGES
WHAT ABOUT EXCLUDING LARGE GIFTS?
MEASURE WITH A PURPOSE (HOW WILL THIS INFORMATION INFORM YOUR DECISIONS?)
DETERMINE YOUR KEY PERFORMANCE INDICATORS
ACTIVE DONORS
TOTAL REVENUE
GIFT FREQUENCY
AVERAGE GIFT
• IDENTIFY YOUR REVENUE STREAMS
• DONATIONS
• PRODUCT SALES
• EVENT PARTICIPATION
WHAT’S IMPORTANT• TRENDING VS. ACTUALS
• YEAR-OVER-YEAR CHANGES
• IDENTIFY OUTLIERS (DISASTER, EMERGENCY NEED, ETC.)
KEY ORGANIZATIONAL PERFORMANCE INDICATORSREPORT #1
REPORT #1: KEY DATA POINTS
• ROLLING 12 MONTH DONORS
• ROLLING 12 MONTH TOTAL INCOME
• ROLLING 12 MONTH NUMBER OF GIFTS
• PERCENT CHANGE TO PREVIOUS YEAR (CALCULATION)
• PERCENT CHANGE TO INDEX POINT (CALCULATION)
• AVERAGE GIFT (CALCULATION)
• GIFTS/DONOR (CALCULATION)
• REVENUE/DONOR (CALCULATION)
HOW THIS REPORT HELPS YOU
• EARLY WARNING SYSTEM
• MUST UNDERSTAND HOW THE VARIABLES IMPACT OTHER VARIABLES
• WHAT TO WATCH FOR
REPORT #1ROLLING 12 MONTH AVERAGE
PERCENT CHANGE
REPORT #1ROLLING 12 MONTH
AVERAGE
INDEX
REPORT #1ROLLING 12 MONTH
AVERAGE
ACTIVE DONORS
REPORT #1ROLLING 12 MONTH
AVERAGE
GIFTS
REPORT #1ROLLING 12 MONTH
AVERAGE
REVENUE
DONORS BY LIFE STAGEREPORT #2
REPORT # 2: PRIMARY LIFE STAGES• NEW
• 2ND YEAR FROM NEW
• MULTI-YEAR
• RENEWED
• 2ND YEAR RENEWED
REPORT # 2: DATA FOR EACH LIFE STAGE
• STARTING NUMBER
• ACTIVE IN THE TIME PERIOD
• GIFTS
• REVENUE
• GIFTS/DONOR
• AVERAGE GIFT
• REVENUE PER DONOR
New Donors (First Gift This Year) 2010 2011 2012 2013 Variance Value Variance Percent 2013 2014 Variance Value Variance PercentDonors 15,339 15,955 14,073 17,841 3,768 26.77% 16,503 16,113 -390 -2.36%Gifts 24,579 26,537 23,846 28,473 4,627 19.40% 25,146 26,838 1,692 6.73%Revenue $3,168,975.27 $2,769,738.69 $2,922,884.43 $3,264,733.76 $341,849.33 11.70% $2,882,899.84 $3,397,745.96 $514,846.12 17.86%Gifts/Donor 1.60 1.66 1.69 1.60 -0.10 -5.81% 1.52 1.67 0.14 9.31%Average Gift $128.93 $104.37 $122.57 $114.66 -$7.91 -6.46% $114.65 $126.60 $11.96 10.43%Income/Donor $206.60 $173.60 $207.69 $182.99 -$24.70 -11.89% $174.69 $210.87 $36.18 20.71%
Second Year New Donors 2010 2011 2012 2013 Variance Value Variance Percent 2013 2014 Variance Value Variance PercentDonors 11,241 15,339 15,955 14,073 -1,882 -11.80% 14,073 17,841 3,768 26.77%Responsive Donors 3,255 4,719 4,468 4,374 -94 -2.10% 4,291 6,004 1,713 39.92%% Response 28.96% 30.76% 28.00% 31.08% 3.08% 10.99% 30.49% 33.65% 3.16% 10.37%Gifts 12,485 16,610 17,919 17,577 -342 -1.91% 16,346 20,402 4,056 24.81%Revenue $975,512.00 $1,459,268.77 $1,784,961.26 $1,745,761.26 -$39,200.00 -2.20% $1,629,087.14 $1,877,019.26 $247,932.12 15.22%Gifts/Donor 3.84 3.52 4.01 4.02 0.01 0.20% 3.81 3.40 -0.41 -10.80%Average Gift $78.13 $87.85 $99.61 $99.32 -$0.29 -0.29% $99.66 $92.00 -$7.66 -7.69%Income/Donor $299.70 $309.23 $399.50 $399.12 -$0.38 -0.09% $379.65 $312.63 -$67.02 -17.65%
Multi-Year Donors 2010 2011 2012 2013 Variance Value Variance Percent 2013 2014 Variance Value Variance PercentDonors 18,651 19,692 21,935 22,257 322 1.47% 22,257 21,676 -581 -2.61%Responsive Donors 13,130 13,707 14,544 14,580 36 0.25% 14,375 14,453 78 0.54%% Response 70.40% 69.61% 66.30% 65.51% -0.80% -1.20% 64.59% 66.68% 2.09% 3.24%Gifts 71,955 73,964 75,014 78,247 3,233 4.31% 72,369 76,124 3,755 5.19%Revenue $6,404,280.50 $7,433,936.31 $7,806,302.33 $8,764,883.26 $958,580.93 12.28% $8,182,754.79 $9,301,372.76 $1,118,617.97 13.67%Gifts/Donor 5.48 5.40 5.16 5.37 0.21 4.05% 5.03 5.27 0.23 4.62%Average Gift $89.00 $100.51 $104.06 $112.02 $7.95 7.64% $113.07 $122.19 $9.12 8.06%Income/Donor $487.76 $542.35 $536.74 $601.16 $64.42 12.00% $569.24 $643.56 $74.32 13.06%
Completed FY2012 and FY2013 FYTD2013 and FYTD2014
FYTD2013 and FYTD2014
Completed Fiscal Year Fiscal Year-to-Date
Client A
Data through last day of August 2014
FYTD2013 and FYTD2014Completed FY2012 and FY2013
Completed Fiscal Year Completed FY2012 and FY2013
Segment Analysis: Completed Fiscal Year and Fiscal Year-to-Date
Fiscal Year-to-Date
Fiscal Year-to-DateCompleted Fiscal Year
Fiscal Year: October 1 - September 30
Lapsed Donors 2010 2011 2012 2013 Variance Value Variance Percent 2013 2014 Variance Value Variance PercentDonors 186,371 195,591 208,738 225,945 17,207 8.24% 225,945 240,485 14,540 6.44%Responsive Donors 8,121 8,070 6,496 6,610 114 1.75% 6,422 6,533 111 1.73%% Response 4.36% 4.13% 3.11% 2.93% -0.19% -5.99% 2.84% 2.72% -0.13% -4.42%Gifts 12,525 12,660 10,189 10,585 396 3.89% 9,848 10,254 406 4.12%Revenue $1,382,184.58 $1,650,863.53 $1,623,870.52 $1,889,739.61 $265,869.09 16.37% $1,681,239.15 $1,370,864.12 -$310,375.03 -18.46%Gifts/Donor 1.54 1.57 1.57 1.60 0.03 2.09% 1.53 1.57 0.04 2.35%Average Gift $110.35 $130.40 $159.37 $178.53 $19.16 12.02% $170.72 $133.69 -$37.03 -21.69%Income/Donor $170.20 $204.57 $249.98 $285.89 $35.91 14.37% $261.79 $209.84 -$51.96 -19.85%
Second Year Reactivated 2010 2011 2012 2013 Variance Value Variance Percent 2013 2014 Variance Value Variance PercentDonors 7,141 8,121 8,070 6,496 -1,574 -19.50% 6,496 6,610 114 1.75%Responsive Donors 3,307 3,509 3,245 2,722 -523 -16.12% 2,662 2,753 91 3.42%% Response 46.31% 43.21% 40.21% 41.90% 1.69% 4.21% 40.98% 41.65% 0.67% 1.63%Gifts 8,022 8,338 7,901 6,615 -1,286 -16.28% 6,191 6,513 322 5.20%Revenue $721,621.06 $786,734.15 $1,279,270.32 $813,611.59 -$465,658.73 -36.40% $769,071.14 $927,206.00 $158,134.86 20.56%Gifts/Donor 2.43 2.38 2.43 2.43 0.00 -0.19% 2.33 2.37 0.04 1.72%Average Gift $89.96 $94.36 $161.91 $122.99 -$38.92 -24.04% $124.22 $142.36 $18.14 14.60%Income/Donor $218.21 $224.20 $394.23 $298.90 -$95.33 -24.18% $288.91 $336.80 $47.89 16.58%
Total 2010 2011 2012 2013 Variance Value Variance Percent 2013 2014 Variance Value Variance PercentDonors 43,152 45,960 42,826 46,127 3,301 7.71% 44,253 45,856 1,603 3.62%Gifts 129,566 138,109 134,869 141,497 6,628 4.91% 129,900 140,131 10,231 7.88%Revenue $12,652,573.41 $14,100,541.45 $15,417,288.86 $16,478,729.48 $1,061,440.62 6.88% $15,145,052.06 $16,874,208.10 $1,729,156.04 11.42%Gifts/Donor 3.00 3.00 3.15 3.07 -0.08 -2.59% 2.94 3.06 0.12 4.11%Average Gift $97.65 $102.10 $114.31 $116.46 $2.15 1.88% $116.59 $120.42 $3.83 3.28%Income/Donor $293.21 $306.80 $360.00 $357.25 -$2.75 -0.76% $342.24 $367.98 $25.74 7.52%
FYTD2013 and FYTD2014
FYTD2013 and FYTD2014
Completed Fiscal Year Completed FY2012 and FY2013 Fiscal Year-to-Date
Completed Fiscal Year Completed FY2012 and FY2013
Client A
Data through last day of August 2014
Fiscal Year-to-Date FYTD2013 and FYTD2014
Segment Analysis: Completed Fiscal Year and Fiscal Year-to-Date
Completed Fiscal Year Completed FY2012 and FY2013 Fiscal Year-to-Date
Fiscal Year: October 1 - September 30
ROLLING 12 MONTH UPGRADE/DOWNGRADEREPORT #3
REPORT # 3: UPGRADE/DOWNGRADE
• BY STATUS
• BY INITIAL SEGMENT
• CURRENT SEGMENT
REPORT # 3: DATA FOR EACH VIEW
Status Donors % DonorsPrevious Year
IncomePrevious Year Gifts Income %
Current Year Income
Current Year Gifts Income %
Income Difference
Rolling 12 Month Summary
REPORT # 3: DATA FOR EACH VIEW
Status Donors % DonorsPrevious Year
IncomePrevious Year Gifts Income %
Current Year Income
Current Year Gifts Income %
Income Difference
Upgrades 9,560 13.9% 3,923,631.99$ 37,653 24.3% 7,857,152.84$ 57,751 43.1% 3,933,520.85$ Same 4,390 6.4% 1,732,892.01$ 20,304 10.7% 1,732,892.01$ 20,383 9.5% -$ Downgrades 8,853 12.8% 5,917,988.35$ 47,902 36.7% 3,207,547.52$ 32,878 17.6% (2,710,440.83)$ Lapsed 10,897 15.8% 2,836,916.41$ 20,625 17.6% -$ 0 0.0% (2,836,916.41)$ New 17,449 25.3% -$ 0 0.0% 3,870,827.58$ 29,939 21.2% 3,870,827.58$ Non Activated 11,144 16.2% 1,732,667.98$ 13,124 10.7% -$ 0 0.0% (1,732,667.98)$ Reactivated 6,691 9.7% -$ 0 0.0% 1,550,465.57$ 10,775 8.5% 1,550,465.57$ Total 68,984 100.0% 16,144,096.74$ 139,608 100.0% 18,218,885.52$ 151,726 100.0% 2,074,788.78$
Rolling 12 Month Summary
REPORT # 3: DATA FOR EACH VIEW
Status Donors % DonorsPrevious Year
IncomePrevious Year
# of Gifts Income %Current Year
IncomeCurrent Year
# of Gifts Income %Income
Difference$10000+ 112 0.2% 2,676,842.57$ 725 16.6% 2,568,981.86$ 779 14.1% (107,860.71)$ $5000-$9999.99 174 0.2% 1,174,357.89$ 552 7.3% 1,137,274.59$ 541 6.2% (37,083.30)$ $2500-$4999.99 351 0.5% 1,341,869.64$ 1,157 8.3% 1,229,477.15$ 1,220 6.8% (112,392.49)$ $1000-$2499.99 1,594 2.4% 2,244,537.97$ 3,649 13.9% 2,563,330.01$ 4,081 14.1% 318,792.04$ $500-$999.99 2,200 3.3% 1,590,628.61$ 4,922 9.9% 1,864,676.75$ 5,500 10.2% 274,048.14$ $250-$499.99 2,947 4.4% 1,334,173.08$ 6,497 8.3% 1,623,999.87$ 7,445 8.9% 289,826.79$ $100-$249.99 15,136 22.5% 3,095,701.37$ 31,990 19.2% 3,907,422.17$ 34,987 21.5% 811,720.80$ $50-$99.99 13,642 20.3% 1,420,300.69$ 30,106 8.8% 1,764,417.90$ 32,775 9.7% 344,117.21$ $25-$49.99 19,017 28.3% 941,210.81$ 35,868 5.8% 1,170,448.88$ 39,106 6.4% 229,238.07$ $15-$24.99 7,585 11.3% 247,606.57$ 14,517 1.5% 293,332.71$ 14,844 1.6% 45,726.14$ $10-$14.99 4,508 6.7% 66,432.83$ 6,890 0.4% 80,200.90$ 7,053 0.4% 13,768.07$ $.01-$9.99 0 0.0% -$ 0 0.0% -$ 0 0.0% -$ Total 67,266 100.0% 16,133,662.03$ 136,873 100.0% 18,203,562.79$ 148,331 100.0% 2,069,900.76$
Rolling 12 Month Summary
REPORT # 3: DATA FOR EACH VIEW
SegmentPrevious Year
DonorsPrevious Year
IncomePrevious Year
GiftsPrevious Year Gifts/Donor
Previous Year $/Donor
Current Year Donors
Current Year Income
Current Year Gifts
Current YearGifts/Donor
Current Year $/Donor
Donor Percent Change
Income Difference
$10000+ 76 2,676,842.57$ 725 9.54 35,221.61$ 94 3,365,814.74$ 876 9.32 35,806.54$ 23.68% 688,972.17$ $5000-$9999.99 125 1,174,357.89$ 552 4.42 9,394.86$ 143 1,295,249.89$ 697 4.87 9,057.69$ 14.40% 120,892.00$ $2500-$4999.99 249 1,341,869.64$ 1,157 4.65 5,389.03$ 263 1,405,509.59$ 1,125 4.28 5,344.14$ 5.62% 63,639.95$ $1000-$2499.99 1,083 2,244,537.97$ 3,649 3.37 2,072.52$ 1,158 2,532,923.06$ 3,998 3.45 2,187.33$ 6.93% 288,385.09$ $500-$999.99 1,476 1,590,628.61$ 4,922 3.33 1,077.66$ 1,639 1,822,770.29$ 5,723 3.49 1,112.12$ 11.04% 232,141.68$ $250-$499.99 1,950 1,334,173.08$ 6,497 3.33 684.19$ 2,174 1,534,222.11$ 7,554 3.47 705.71$ 11.49% 200,049.03$ $100-$249.99 10,102 3,095,701.37$ 31,990 3.17 306.44$ 10,522 3,426,760.51$ 35,976 3.42 325.68$ 4.16% 331,059.14$ $50-$99.99 9,112 1,420,300.69$ 30,106 3.30 155.87$ 9,534 1,539,879.90$ 33,067 3.47 161.51$ 4.63% 119,579.21$ $25-$49.99 12,252 941,210.81$ 35,868 2.93 76.82$ 12,607 968,841.11$ 37,469 2.97 76.85$ 2.90% 27,630.30$ $15-$24.99 5,031 247,606.57$ 14,517 2.89 49.22$ 5,059 249,007.94$ 14,854 2.94 49.22$ 0.56% 1,401.37$ $10-$14.99 2,742 66,432.83$ 6,890 2.51 24.23$ 2,931 66,776.71$ 6,984 2.38 22.78$ 6.89% 343.88$ $.01-$9.99 1,378 10,434.71$ 2,735 1.98 7.57$ 1,549 12,039.67$ 3,401 2.20 7.77$ 12.41% 1,604.96$
Total 45,576 16,144,096.74$ 139,608 3.06 354.22$ 47,673 18,219,795.52$ 151,724 3.18 382.18$ 4.60% 2,075,698.78$
Rolling 12 Month Summary
DONOR VALUE BY INITIAL GIFT SIZEREPORT #4
REPORT # 4: DONOR VALUE GIFT SIZE
• TRENDING
• CURRENT VALUE
• LIFETIME VS. CURRENT YEAR
REPORT # 4: DATA FOR EACH VIEW
Initial Gift SizeYear Average $0-9.99 $10-14.99 $15-24.99 $25-49.99 $50-99.99 $100-249.99 $250-499.99 $500-999.99 $1000+
2004 354.35$ 28.97$ 65.11$ 90.54$ 156.06$ 300.89$ 657.18$ 813.29$ 1,451.69$ 27,158.71$ 2005 239.70$ 22.90$ 69.23$ 94.31$ 144.58$ 263.88$ 498.15$ 1,112.92$ 2,446.99$ 11,031.05$ 2006 215.43$ 68.14$ 71.95$ 95.30$ 167.10$ 265.83$ 563.92$ 976.95$ 1,466.73$ 7,354.31$ 2007 245.61$ 23.94$ 65.50$ 100.10$ 165.33$ 283.30$ 526.87$ 1,185.70$ 2,471.82$ 8,367.92$ 2008 291.78$ 33.90$ 68.15$ 106.69$ 185.72$ 348.59$ 505.77$ 1,189.66$ 1,615.50$ 16,185.81$ 2009 328.16$ 24.85$ 68.39$ 92.68$ 169.40$ 342.69$ 546.55$ 854.18$ 2,059.87$ 22,468.57$
Client A5 Year Donor Value by Initial Gift Amount
REPORT #4DONOR VALUE BY INITIAL GIFT SIZE
MULTI-ENGAGEMENT REPORTREPORT #5
REPORT # 5: MULTI-ENGAGEMENT REPORT
• TRENDING
• CURRENT VALUE
• LIFETIME VS. CURRENT YEAR
REPORT # 5: DATA FOR EACH VIEW
• IDENTIFY THE ENGAGEMENT POINTS
• IDENTIFY REVENUE AND UNIQUE CONSTITUENTS BY COMBINATION OF ENGAGEMENT POINTS
• IDENTIFY REVENUE BY CHANNEL
REPORT #5LIFETIME VALUE BY
ENGAGEMENT
REPORT #5LIFETIME VALUE BY
ENGAGEMENT
REPORT #5LIFETIME VALUE BY
ENGAGEMENT
REPORT #5LIFETIME VALUE BY
ENGAGEMENT
REPORT #5MULTI-CHANNEL ENGAGEMENT
TOP 5 ENGAGEMENTS
LARGEST GIFT BY INITIAL GIFT SIZEREPORT #6
REPORT # 6: LARGEST GIFT BY INITIAL GIFT SIZE
• TRENDING
• CURRENT VALUE
• LIFETIME VS. CURRENT YEAR
REPORT # 6: DATA FOR EACH VIEW
• REVENUE BY SOURCE AND FIRST YEAR
$.01-9.99 $10-14.99 $15-24.99 $25-49.99 $50-99.99 $100-249.99 $250-499.99 $500-999.99 $1000+$.01-9.99 3966 790 380 203 50 25 2 3 2$10-14.99 0 15428 4032 3350 982 359 37 23 9$15-24.99 0 0 7959 2569 769 303 34 17 12$25-49.99 0 0 0 18215 3817 1976 204 96 71$50-99.99 0 0 0 0 6710 1682 198 83 64
$100-249.99 0 0 0 0 0 5137 389 206 138$250-499.99 0 0 0 0 0 0 658 71 44$500-999.99 0 0 0 0 0 0 0 534 74
$1000+ 0 0 0 0 0 0 0 0 735
Largest Lifetime Amount
Initi
al G
ift
REPORT #6LARGEST LIFETIME GIFT BY INITIAL GIFT AMOUNT
GIVING BY CHANNELREPORT #7
REPORT # 7: GIVING BY CHANNEL
• TRENDING
• CURRENT VALUE
• LIFETIME VS. CURRENT YEAR
REPORT # 7: DATA FOR EACH VIEW
• REVENUE BY SOURCERow Labels FY 10/11 FY 11/12 FY12/13 FY13/14 Grand TotalAcquisition 738,265.43$ 618,539.44$ 971,524.13$ 884,770.18$ 3,213,099.18$ Banquet 894,615.54$ 958,387.46$ 871,958.71$ 1,007,211.94$ 3,732,173.65$ Direct Mail 3,216,653.23$ 3,044,228.24$ 3,155,886.68$ 3,538,926.81$ 12,955,694.96$ Event 51,414.56$ 47,244.68$ 60,813.05$ 68,753.39$ 228,225.68$ Field Support 308,178.94$ 323,424.18$ 289,860.37$ 122,534.29$ 1,043,997.78$ Other 1,029,146.88$ 1,040,720.24$ 1,041,012.23$ 877,098.49$ 3,987,977.84$ Receipt 3,097,506.54$ 3,358,791.55$ 3,146,446.01$ 3,422,947.30$ 13,025,691.40$ Support 129,484.26$ 234,922.43$ 216,186.93$ 220,583.13$ 801,176.75$ White Mail 2,508,249.78$ 2,981,045.94$ 3,165,848.05$ 4,066,223.60$ 12,721,367.37$ Development 140,520.00$ 171,762.11$ 167,688.00$ 221,760.00$ 701,730.11$ Recurring 207,102.87$ 279,654.87$ 306,212.37$ 1,010,075.23$ 1,803,045.34$ Digital 797,325.30$ 1,365,168.72$ 1,751,615.54$ 1,431,166.05$ 5,345,275.61$ Sponsorship 2,157.69$ 2,157.69$ Grand Total 13,118,463.33$ 14,423,889.86$ 15,145,052.06$ 16,874,208.10$ 59,561,613.35$
REPORT #7INCOME BY SOURCE
PERFORMANCE MATCHBACKREPORT #8
REPORT # 8: PERFORMANCE IMPACT
• TRENDING
• CURRENT VALUE
• LIFETIME VS. CURRENT YEAR
REPORT # 8: DATA FOR EACH VIEW
• INTERACTION FILE
• ALL GIFT INFORMATION
• TARGET SOURCES
• WHITE MAIL
• ONLINE
• RECEIPT
SAMPLE DATA FOR MATCHBACK
Project Impacts ResponsesNew Donors
% Response
New Donor %
Total Revenue
Ave. Gift Cost Net
Matchback Gifts
Matchback New Donors
Matchback Amount
Matchback Average
Matchback Other Costs
Total Responses
Total New Donors
Total Response Rate
Total Revenue Total Cost
Total Net Revenue ROI NYPM
Net/ New Donor
Acquisition 1,200,000 10,000 5,000 0.83% 50.00% 475,000.00$ 47.50$ 600,000.00$ (125,000.00)$ 4,500 1,500 1,150,000.00$ 255.56$ 350,000.00$ 14,500 6,500 1.21% 1,625,000.00$ 825,000.00$ 800,000.00$ 1.97$ 666.67$ 123.08$
REPORT #8MATCHBACK TO SOURCE
$-
$200,000.00
$400,000.00
$600,000.00
$800,000.00
$1,000,000.00
$1,200,000.00
Total Donations from Appeal Recipients
PROJECT SUMMARYREPORT #9
REPORT # 9: PROJECT SUMMARY
• RESPONSE
• BUDGET
• VARIATION
REPORT # 9: PROJECT SUMMARY VIEW
• PROJECT
• NUMBER OF IMPACTS
• NUMBER OF RESPONSES
• NUMBER OF PREMIUMS REQUESTED
• RESPONSE RATE
• TOTAL REVENUE
• AVERAGE GIFT
• EFFORT COST
• PREMIUM COST
• NET REVENUE
• RETURN ON INVESTMENT
• COST/$ RAISED
• NET YIELD PER THOUSAND
# Mailed # Resp. % Resp. Gross Ave. Gift Exp. Gross Total Gross Cost Net ROI NYPMProjected 997,648 43,466 4.36% 2,255,445.33$ 51.89$ N/A 2,255,445.33$ 440,959.89$ 1,814,485.44$ 5.11$ 1,818.76$ Actual 978,221 43,752 4.47% 2,488,213.64$ 56.87$ 25,339.78$ 2,513,553.42$ 423,642.93$ 2,089,910.49$ 5.93$ 2,136.44$ Variance (19,427) 286 0.12% 232,768.31$ 4.98$ N/A 258,108.09$ (17,316.96)$ 275,425.05$ 0.82$ 317.68$ % Variance (1.95)% 0.66% 2.66% 10.32% 9.60% N/A 11.44% (3.93)% 15.18% 16.00% 17.47%
# Mailed # Resp. % Resp. Gross Ave. Gift Exp. Gross Total Gross Cost Net ROI NYPMProjected 430,866 32,605 7.57% 1,769,397.99$ 54.27$ N/A 1,769,397.99$ 169,768.36$ 1,599,629.63$ 10.42$ 3,712.59$ Actual 418,444 32,703 7.82% 1,954,465.52$ 59.76$ 25,339.78$ 1,979,805.30$ 158,092.34$ 1,821,712.96$ 12.52$ 4,353.54$ Variance (12,422) 98 0.25% 185,067.53$ 5.50$ N/A 210,407.31$ (11,676.02)$ 222,083.33$ 2.10$ 640.95$ % Variance (2.88)% 0.30% 3.28% 10.46% 10.13% N/A 11.89% (6.88)% 13.88% 20.16% 17.26%
# Mailed # Resp. % Resp. Gross Ave. Gift Exp. Gross Total Gross Cost Net ROI NYPMProjected 79,782 4,927 6.18% 247,537.34$ 50.24$ N/A 247,537.34$ 39,201.53$ 208,335.81$ 6.31$ 2,611.31$ Actual 75,501 4,782 6.33% 302,642.06$ 63.29$ -$ 302,642.06$ 34,568.47$ 268,073.59$ 8.75$ 3,550.60$ Variance (4,281) (145) 0.16% 55,104.72$ 13.05$ N/A 55,104.72$ (4,633.06)$ 59,737.78$ 2.44$ 939.28$ % Variance (5.37)% (2.94)% 2.56% 22.26% 25.97% N/A 22.26% (11.82)% 28.67% 38.65% 35.97%
# Mailed # Resp. % Resp. Gross Ave. Gift Exp. Gross Total Gross Cost Net ROI NYPMProjected 487,000 5,934 1.22% 238,510.00$ 40.19$ N/A 238,510.00$ 231,990.00$ 6,520.00$ 1.03$ 13.39$ Actual 484,276 6,267 1.29% 231,106.06$ 36.88$ -$ 231,106.06$ 230,982.12$ 123.94$ 1.00$ 0.26$ Variance (2,724) 333 0.08% (7,403.94)$ (3.32)$ N/A (7,403.94)$ (1,007.88)$ (6,396.06)$ (0.03)$ (13.13)$ % Variance (0.56)% 5.61% 6.21% (3.10)% (8.25)% N/A (3.10)% (0.43)% (98.10)% (2.68)% (98.09)%
Acquisition Total
Grand Total
Appeal Total
Newsletter Total
Client FProject Variance
Results as of: 08/06/14
PROJECT DETAIL REPORTREPORT #10
REPORT # 6: PROJECT DETAIL REPORT
• TOTALS BY SEGMENT
REPORT # 10: DATA FOR EACH VIEW
• SEGMENT
• NUMBER OF IMPACTS
• NUMBER RETURNED
• NUMBER OF PREMIUMS REQUESTED
• PERCENT RESPONSE
• TOTAL REVENUE
• AVERAGE GIFT
• EFFORT COST
• PREMIUM COST
• NET REVENUE
• RETURN ON INVESTMENT
• COST/$ RAISED
• NET YIELD PER THOUSAND
Client DOctober 2013 Appeal #2First Gift Date: 10/28/2013Results as of: 8/6/2014
Newly Acquired Mailed Responses % Response Total Income Average Gift $/Piece Total Expense Net Income ROI NYPM CPDR$1000+ 21 1 4.76% 1,000.00$ 1,000.00$ 0.34$ 7.20$ 992.80$ 138.83$ 47,276.05$ 0.01$ $500-$999.99 18 2 11.11% 850.00$ 425.00$ 0.34$ 6.17$ 843.83$ 137.67$ 46,879.22$ 0.01$ $250-$499.99 44 1 2.27% 200.00$ 200.00$ 0.34$ 15.09$ 184.91$ 13.25$ 4,202.45$ 0.08$ $100-$249.99 301 14 4.65% 2,219.05$ 158.50$ 0.34$ 103.24$ 2,115.81$ 21.49$ 7,029.26$ 0.05$ $50-$99.99 401 32 7.98% 2,166.55$ 67.70$ 0.34$ 137.54$ 2,029.01$ 15.75$ 5,059.87$ 0.06$ $25-$49.99 819 52 6.35% 2,237.60$ 43.03$ 0.34$ 280.92$ 1,956.68$ 7.97$ 2,389.11$ 0.13$ $15-$24.99 1,403 111 7.91% 2,673.00$ 24.08$ 0.34$ 481.23$ 2,191.77$ 5.55$ 1,562.20$ 0.18$ $10-$14.99 292 25 8.56% 330.90$ 13.24$ 0.34$ 100.16$ 230.74$ 3.30$ 790.22$ 0.30$
3,299 238 7.21% 11,677.10$ 49.06$ 0.34$ 1,131.56$ 10,545.54$ 10.32$ 3,196.59$ 0.10$
Active Mailed Responses % Response Total Income Average Gift $/Piece Total Expense Net Income ROI NYPM CPDR$1000+ 137 9 6.57% 7,700.00$ 855.56$ 0.34$ 46.99$ 7,653.01$ 163.86$ 55,861.38$ 0.01$ $500-$999.99 258 30 11.63% 10,700.00$ 356.67$ 0.34$ 88.49$ 10,611.51$ 120.91$ 41,129.87$ 0.01$ $250-$499.99 429 39 9.09% 7,830.00$ 200.77$ 0.34$ 147.15$ 7,682.85$ 53.21$ 17,908.75$ 0.02$ $100-$249.99 3,126 293 9.37% 34,211.35$ 116.76$ 0.34$ 1,072.22$ 33,139.13$ 31.91$ 10,601.13$ 0.03$ $50-$99.99 3,339 449 13.45% 23,902.99$ 53.24$ 0.34$ 1,145.28$ 22,757.71$ 20.87$ 6,815.73$ 0.05$ $25-$49.99 4,699 624 13.28% 18,971.02$ 30.40$ 0.34$ 1,611.76$ 17,359.26$ 11.77$ 3,694.24$ 0.08$ $15-$24.99 3,917 541 13.81% 10,211.15$ 18.87$ 0.34$ 1,343.54$ 8,867.61$ 7.60$ 2,263.88$ 0.13$
15,905 1,985 12.48% 113,526.51$ 57.19$ 0.34$ 5,455.44$ 108,071.07$ 20.81$ 6,794.79$ 0.05$
Lapsed Mailed Responses % Response Total Income Average Gift $/Piece Total Expense Net Income ROI NYPM CPDR$1000+ 57 1 1.75% 40.00$ 40.00$ 0.34$ 19.55$ 20.45$ 2.05$ 358.75$ 0.49$ $500-$999.99 109 3 2.75% 800.00$ 266.67$ 0.34$ 37.39$ 762.61$ 21.40$ 6,996.45$ 0.05$ $250-$499.99 204 10 4.90% 2,105.00$ 210.50$ 0.34$ 69.97$ 2,035.03$ 30.08$ 9,975.63$ 0.03$ $100-$249.99 2,091 78 3.73% 9,114.50$ 116.85$ 0.34$ 717.22$ 8,397.28$ 12.71$ 4,015.92$ 0.08$ $50-$99.99 2,867 106 3.70% 5,134.65$ 48.44$ 0.34$ 983.38$ 4,151.27$ 5.22$ 1,447.95$ 0.19$ $25-$49.99 4,670 198 4.24% 6,724.95$ 33.96$ 0.34$ 1,601.82$ 5,123.13$ 4.20$ 1,097.03$ 0.24$ $15-$24.99 3,810 163 4.28% 3,156.29$ 19.36$ 0.34$ 1,306.83$ 1,849.46$ 2.42$ 485.42$ 0.41$
13,808 559 4.05% 27,075.39$ 48.44$ 0.34$ 4,736.16$ 22,339.23$ 5.72$ 1,617.85$ 0.17$
Subtotal
Subtotal
Subtotal
SOME BONUS REPORTS
LOOKING FOR A WAY TO JUSTIFY DONOR ACQUISITION?
• SHOW THE VALUE OF DONORS OVER TIME
OVERLAYING MULTIPLE ENGAGEMENTS• DATA COLLECTION IS CRITICAL