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Fundraising Assessment-AFP-IN

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Introduction to measures for assessing fundraising performance, drawing on the work of Jim Greenfield, Adrian Sargeant, the Association of Fundraising Professionals, and others.

Introduction to measures for assessing fundraising performance, drawing on the work of Jim Greenfield, Adrian Sargeant, the Association of Fundraising Professionals, and others.


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  • 1. Melissa S. BrownPrincipal, Melissa S. Brown & Associates, LLC March 16, 2010 AFP - Indiana
  • 2. Why do we measure?  Word of mouth or “word of mouse”3/16/2011 Melissa S. Brown & Associates Carmel, IN 2
  • 3. Accountability Goals 3/16/2011 Melissa S. Brown & Associates Carmel, IN 3
  • 4. Effective AND Efficient 3/16/2011 Melissa S. Brown & Associates Carmel, IN 4
  • 5. But compared to what?  Declined by Increased by 19 15 more than 15% Vehicle Reasonable cost guidelines more than 15% 18 Declined by less Acquisition $1.25-$1.50 / $1 raised Increased by less 24 than 15% than 15% 24 Planned $0.20-$0.30 / $ raised Stayed the same Giving3/16/2011 Melissa S. Brown & Associates Carmel, IN 5
  • 6. Major  Intermediate Annual donors Constituency FollowersFollowingFeldman 3/16/2011 Melissa S. Brown & Associates Carmel, IN 6
  • 7. General public Self-Identified Advocates  z Mailing List Melissa S. Brown & Associates Carmel,2/4/2001 7 IN
  • 8. Greenfield’s 9 points Baseline data  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 appeals3/16/2011 Melissa S. Brown & Associates Carmel, IN 8
  • 9. Effectiveness  4. % Participation : Donors/Number receiving appeals 5. Average gift : Income/# Donors (or donations) 6. Net income: Income  Expense3/16/2011 Melissa S. Brown & Associates Carmel, IN 9
  • 10. Efficiency  1. Average cost per gift: Expense/Donor or donation 2. Fund-Raising Cost: Expense/Income can be cents/dollar or % 1. Return: Net Income/Expenses * 100 (for percentage)3/16/2011 Melissa S. Brown & Associates Carmel, IN 10
  • 11. zz z z 
  • 12. What about loyalty?  A. Sargeant, Donor Retention, AFP3/16/2011 Melissa S. Brown & Associates Carmel, IN 12
  • 13. Sargeant & Jay Loyalty Model   Service Quality  Risk  Shared Beliefs Learning  Personal Link  Multiple Engagements3/16/2011 Melissa S. Brown & Associates Carmel, IN 13
  • 14. Loyalty Metrics: Quantitative Info  Attrition rate Gains/Losses Transaction Frequency Donor Lifetime Value Sargeant & Jay3/16/2011 Melissa S. Brown & Associates Carmel, IN 14
  • 15. Loyalty Metrics: Qualitative Info   Donor Satisfaction/Commitment and Trust  Exit Polling  Number (and Categories) of Complaints Sargeant & Jay3/16/2011 Melissa S. Brown & Associates Carmel, IN 15
  • 16. Other Metrics Proposed   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 Strategies3/16/2011 Melissa S. Brown & Associates Carmel, IN 16
  • 17. Going Forward   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).3/16/2011 Melissa S. Brown & Associates Carmel, IN 17
  • 18. Resources  www.AchieveGuidance.com Feldman pyramid www.AFPNet.org FEP, Nonprofit Research Collaborative Achieving Excellence in Fundraising Greenfield’s table 3rd 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 items3/16/2011 Melissa S. Brown & Associates Carmel, IN 18