Upload
melissa-brown
View
1.064
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Introduction to measures for assessing fundraising performance, drawing on the work of Jim Greenfield, Adrian Sargeant, the Association of Fundraising Professionals, and others.
Citation preview
Melissa S. BrownPrincipal, Melissa S. Brown & Associates, LLC
March 16, 2010AFP - Indiana
Why do we measure?
3/16/2011 Melissa S. Brown & Associates Carmel, IN 2
Word of mouth or “word of mouse”
Accountability Goals
3/16/2011 Melissa S. Brown & Associates Carmel, IN 3
Effective AND Efficient
3/16/2011 Melissa S. Brown & Associates Carmel, IN 4
But compared to what?
3/16/2011 Melissa S. Brown & Associates Carmel, IN 5
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
3/16/2011 Melissa S. Brown & Associates Carmel, IN 6
Followers
Intermediate
Major
FollowingFeldman
Annual donors
Constituency
2/4/2001 Melissa S. Brown & Associates Carmel, IN 7
Mailing List
General public
z
Self-Identified Advocates
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
3/16/2011 Melissa S. Brown & Associates Carmel, IN 8
4. % Participation : Donors/Number receiving appeals
5. Average gift : Income/# Donors (or donations)
6. Net income: Income Expense
Effectiveness
3/16/2011 Melissa S. Brown & Associates Carmel, IN 9
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
3/16/2011 Melissa S. Brown & Associates Carmel, IN 10
z
z
z
z
What about loyalty?
3/16/2011 Melissa S. Brown & Associates Carmel, IN 12
A. Sargeant, Donor Retention, AFP
Service Quality
Risk
Shared Beliefs
Learning
Personal Link
Multiple Engagements
Sargeant & Jay Loyalty Model
3/16/2011 Melissa S. Brown & Associates Carmel, IN 13
Attrition rate
Gains/Losses
Transaction Frequency
Donor Lifetime Value
Loyalty Metrics: Quantitative Info
3/16/2011 Melissa S. Brown & Associates Carmel, IN 14
Sargeant & Jay
Donor Satisfaction/Commitment and Trust
Exit Polling
Number (and Categories) of Complaints
Loyalty Metrics: Qualitative Info
3/16/2011 Melissa S. Brown & Associates Carmel, IN 15
Sargeant & Jay
Other Metrics Proposed
3/16/2011 Melissa S. Brown & Associates Carmel, IN 16
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
Going Forward
3/16/2011 Melissa S. Brown & Associates Carmel, IN 17
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).
Resources
3/16/2011 Melissa S. Brown & Associates Carmel, IN 18
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