Prepared by:
Avalon Consulting Group
March 2022
Sample Reports
Merlin by Avalon®

Year to Date Revenue compared to Final/Budget
19
18
$1,234,868
$1,221,338 $1,581,319
$1,530,892
FY19 YTD;FY19 Budget;FY18 YTD;FY18 Total
YTD % of Final/Budget
19
18
80.66%
77.24%
SAMPLE
CLIENT
LOGO
80.66%
of Budget
$1,234,868 in Gross Revenue
80.37%
of Budget
$438,825 in Cost
80.83%
of Budget
$796,043 in Net Revenue
July August Septemb.. October NovemberDecember January February March
$0
$100,000
$200,000
FY Monthly Revenue
FY19; FY18; FY17
July August Septemb.. October NovemberDecember January February March
$0
$500,000
$1,000,000
FY Cumulative Revenue
magenta = FY<FY Value (copy)>, green = FY<Last FY>
$0 $500,000 $1,000,000
19
18 $266,632
$834,666
$342,870
$793,186
YOY Revenue by Channel 80 FY18 gifts & 90 FY19 gifts
=>$1,000
18 19
$0K
$50K
$100K
79
89
1
$0 $200,000 $400,000 $600,000 $800,000
ACQUISITION 19
18
APPEAL 19
18
RENEWAL 19
18
REINSTATEMENT 19
18
CULTIVATION 19
18
WEB 19
18
YOY Comparison with Revenue Variance $13,530
($27,300)
$19,448
$19,905
$7,906
($1,015)
($5,415)
DM EM Web WM TM $10K+ $5K-$9.9K $1K-$4.9K Data Through Friday, June 28, 2019

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FY Selection
Current Year
Program
All
Data Cut-off (End)
Most Recent
SAMPLE CLIENT
FISCAL YEAR CASH REPORT - MEDIA SUMMARY
FY 19 REVENUE BY MEDIA
Includes revenue through: Sunday, June 30, 2019
Report generated: Tuesday, August 20, 2019
16.57%
17.31% 60.99%
5.13%
Media
Direct Mail
Email
List Rental
Web
White Mail

ClientGrpName
Sample Client
FY Selection
19
CpgCode Name
CEE19SMP - 11/26/2018 --eAppeal
Sample Client
FY19 Appeal Campaign #EE
e-Appeal
262 Days of Returns
Campaign Start Date: November 26, 2018
---------------------------------------------------------------------------------------
Report generated: August 20, 2019
Includes revenue through: August 15, 2019
---------------------------------------------------------------------------------------
Date of first Gift: November 26, 2018
Date of last Gift: May 1, 2019
CAMPAIGN SNAPSHOT
Budget or Actual Final Qty Sent Open % Opens Click % Clicks Web Gifts
Avg Web
Gift
Web
Revenue
Resp Rate Fulfil Rate Gifts
Avg Fulfil
Gift
Fulfilled
Revenue
Cost
Net
Revenue
% Delvd # Delvd Bounce % Bounces Unsubs Unsub %
CAMPAIGN TOTAL
CAMPAIGN BUDGET
BUDGET VAR.
REPROJECTION
REPROJECTION VAR.
0.10%
1,987
117,951
5.88%
1,886,595
94.12%
$515,971
$32,138
$548,109
$87.78
6,244
98.15%
0.3310%
$558,439
$90.97
6,139
10,450
0.55%
208,146
11.03%
2,004,546
0.10%
0.00%
1,987
0
117,951
0
5.88%
0.00%
531,195
1,355,400
(5.88%)
100.00%
($93,531)
$609,503
$24,438
$7,700
($69,093)
$617,203
$4.71
$83.07
(1,186)
7,430
(1.85%)
100.00%
(0.2172%)
0.5482%
($58,763)
$617,203
$7.90
$83.07
(1,291)
7,430
10,450
0
0.55%
0.00%
208,146
0
11.03%
0.00%
649,146
1,355,400
0
1,886,595
($4,246)
$520,217
($1)
$32,139
($4,246)
$552,355
($0.60)
$88.38
(6)
6,250
(0.0003%)
0.3313%
>>> SUMMARY BY PACKAGE
Email 1a: members
Email 1b: members
Email 1c: members
Email 1d: members
Email 2: members
Email 3: members
Email 4 resend: members
Email 4: members
Email 5: members
Email 6 resend: members
Email 6: members
Email 7a: members
Email 7b: members
Email 8a: members
Email 8b: members
Email 8c:all
Facebook paid ads
Google SEM/Adwords
Google SEM/Adwords - #GT
Home page hero (last week of Dec)
Social Media posts - #GT
Social Media posts - YE
Overlay "triple" 2x match 12/31
Overlay #GivingTuesday
Overlay reg 1x match
eNewlsetter
PDF mail-in (member)
Post-donate URL share
Unbudgeted message
Web default #GT
Web default December
Website donate action (last week of Dec)
White Mail
>>> SUMMARY BY AUDIENCE
Email Recipients
104
0%
5,231
5%
101,428
95%
$13,538
$550
$14,088
$75.74
186
99.47%
0.1834%
$14,163
$75.34
188
383
0.38%
12,289
12%
106,659
81
0%
7,288
6%
112,875
94%
$17,787
$550
$18,337
$66.68
275
99.67%
0.2436%
$18,397
$66.66
276
465
0.41%
10,290
9%
120,163
91
0%
9,745
8%
116,348
92%
$22,352
$550
$22,902
$71.35
321
97.82%
0.2759%
$23,412
$71.82
326
523
0.45%
10,538
9%
126,093
1
0%
157
7%
2,007
93%
$1,900
$550
$2,450
$61.25
40
100.00%
1.9930%
$2,450
$61.25
40
50
2.49%
506
25%
2,164
74
0%
5,280
4%
116,367
96%
$31,544
$550
$32,094
$173.48
185
1158.63%
0.1590%
$2,770
$72.89
38
192
0.16%
10,638
9%
121,647
67
0%
3,360
5%
67,729
95%
$2,415
$550
$2,965
$54.91
54
96.74%
0.0797%
$3,065
$55.73
55
159
0.23%
7,639
11%
71,089
54
0%
5,494
6%
88,677
94%
$0
$0
0.0000%
$0
0
77
0.09%
4,748
5%
94,171
100
0%
5,670
5%
114,266
95%
$9,243
$550
$9,793
$70.96
138
100.00%
0.1208%
$9,793
$70.96
138
258
0.23%
12,591
11%
119,936
164
0%
4,902
4%
115,967
96%
$11,255
$550
$11,805
$73.78
160
100.00%
0.1380%
$11,805
$73.78
160
336
0.29%
13,749
12%
120,869
81
0%
8,372
11%
64,680
89%
$0
$0
0.0000%
$0
0
112
0.17%
6,715
10%
73,052
123
0%
8,695
7%
111,320
93%
$14,476
$550
$15,026
$70.88
212
100.00%
0.1904%
$15,026
$70.88
212
460
0.41%
12,346
11%
120,015
170
0%
7,092
6%
103,623
94%
$9,680
$550
$10,230
$73.60
139
100.00%
0.1341%
$10,230
$73.60
139
300
0.29%
12,088
12%
110,715
161
0%
2,690
3%
95,598
97%
$11,963
$550
$12,513
$61.34
204
100.00%
0.2134%
$12,513
$61.34
204
366
0.38%
13,590
14%
98,288
168
0%
9,047
6%
142,368
94%
$20,222
$550
$20,772
$68.10
305
103.23%
0.2142%
$20,122
$66.63
302
490
0.34%
11,159
8%
151,415
173
0%
4,965
5%
92,939
95%
$15,279
$550
$15,829
$61.35
258
100.00%
0.2776%
$15,829
$61.35
258
436
0.47%
11,911
13%
97,904
19
0%
1,547
14%
9,641
86%
$10,873
$550
$11,423
$83.38
137
100.00%
1.4210%
$11,423
$83.38
137
769
7.98%
2,394
25%
11,188
0
0
0
$39,799
$24,439
$64,238
$92.16
697
91.92%
$69,888
$96.80
722
0
0
0
0
0
0
$6,505
$0
$6,505
$118.27
55
91.17%
$7,135
$123.02
58
0
0
0
0
0
0
$400
$0
$400
$100.00
4
100.00%
$400
$100.00
4
0
0
0
0
0
0
$19,717
$0
$19,717
$93.45
211
99.50%
$19,817
$93.48
212
0
0
0
0
0
0
$1,310
$0
$1,310
$72.78
18
100.00%
$1,310
$72.78
18
0
0
0
0
0
0
$525
$0
$525
$43.75
12
100.00%
$525
$43.75
12
0
0
0
0
0
0
$52,968
$0
$52,968
$92.12
575
96.20%
$55,063
$93.33
590
0
0
0
0
0
0
$23,499
$0
$23,499
$100.85
233
95.92%
$24,499
$104.70
234
0
0
0
0
0
0
$161,041
$0
$161,041
$97.72
1,648
80.62%
$199,761
$116.28
1,718
0
0
0
0
0
0
$1,125
$0
$1,125
$125.00
9
100.00%
$1,125
$125.00
9
0
0
0
0
0
0
$505
$0
$505
$50.50
10
$0
0
0
0
0
0
0
0
$465
$0
$465
$66.43
7
100.00%
$465
$66.43
7
0
0
0
356
0%
28,416
6%
430,762
94%
$4,879
$0
$4,879
$131.86
37
78.34%
0.0086%
$6,228
$113.24
55
5,074
1.18%
54,955
13%
459,178
0
0
0
$1,840
$0
$1,840
$51.11
36
150.20%
$1,225
$45.37
27
0
0
0
0
0
0
$8,615
$0
$8,615
$113.36
76
$0
0
0
0
0
0
0
0
$0
$0
$0
0
0
0
0
0
0
0
$250
$0
$250
$125.00
2
$0
0
0
0
0
1,987
0%
117,951
6%
1,886,595
94%
$515,971
$32,138
$548,109
$87.78
6,244
98.15%
0.3310%
$558,439
$90.97
6,139
10,450
0.55%
208,146
11%
2,004,546

Program
APPEAL
FY
0K 20K 40K 60K 80K 100K 120K
Total Rev
0K 2K 4K 6K 8K 10K 12K 14K
Cpn Cost
19
18
SAMPLE CLIENT
E-Marketing Visual Summary
Includes revenue through: August 20, 2019
Report generated: August 20, 2019
Program
APPEAL
FY
0.00% 500.00% 1000.00%
% of Budget
0K 20K 40K 60K 80K 100K 120K
Total Rev
0K 2K 4K 6K 8K 10K 12K 14K
Cpn Cost
19
18
CEA18SMP
CEA19SMP
CEB18SMP
CEB19SMP
CEC18SMP
CEC19SMP
CED18SMP
CED19SMP
CEE18SMP
CEE19SMP
CEF18SMP
CEF19SMP
CEG18SMP
CEG19SMP
CEH18SMP
CEH19SMP
CEI18SMP
CEL19SMP

$0 $1,000,000 $2,000,000 $3,000,000
20
19
$2,591,353
$2,230,889
YTD Digital Revenue by Channel
13.46%
% Change YOY
$2,883,261
Digital Revenue
23%
of $12,501,717
All Revenue
SAMPLE
CLIENT
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
0K
100K
200K
Active EM File Rolling 12 mo
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
0K
1K
2K
New Subscribers/Unsubscribe Rolling 12 mo
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
0.00%
2.00%
4.00%
6.00%
Click Through % Rolling 12 mo
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
0.00%
1.00%
2.00%
Response Rate Rolling 12 mo
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
0.00%
10.00%
20.00%
30.00%
Open % Rolling 12 mo
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
$0.00
$2.00
$4.00
$/Email Delivered Rolling 12 mo
YOY Comparison with Rev Var
$0 $500,000 $1,000,000
eACQ 20
19
eAPP 20
19
eRNL 20
19
eRNST 20
19
eSUS 20
19
eCULT 20
19
eMID 20
19
WEB 19
eWH.. 20
19
$341,941
$48,213
$297,042
($101,037)
$44,972
$7,696
$13,650
$16,685
($140)
$14,860
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
19 20 19 20 19 20 19 20 19 20 19 20 19 20 19 20 19 20 19 20 19 20
$0K
$200K
$400K
$600K
$800K
YOY Revenue by Channel by Month
Data Through August 12, 2020
EM Web
eACQ eAPP eRNL
New Subscribers Unsubscribes

Prepared by:
Avalon Consulting Group
March 2022
Sample Reports
Avalon VitalStatsTM
KPI Dashboard

FY 2019, Qtr 3 (data through 9/30/2019)
$600,559
YTD Gross Revenue
▲5.8% 8,378
YTD Members
▲1.0%
FY16 FY17 FY18 FY19
$0
$200,000
$400,000
$600,000
$800,000
$620,996 $617,262
$567,500 $600,559
Gross Revenue (through Q3)
FY16 FY17 FY18 FY19
0
5,000
10,000
9,418 8,897
8,293 8,378
Members (through Q3)
* Shaded bars indicate full year values for pacing
FY16 FY17 FY18 FY19
$0
$100,000
$200,000
$300,000
$400,000
$171,983
$428,576
Cost and Net (through Q3)
Cost Net Revenue
Giving Metrics (through Q3)
FY16 FY17 FY18 FY19
$0
$20
$40
$60
Average Gift/Revenue per Member
0.00
0.50
1.00
1.50
Gifts per Member
$45.10
$48.11
$45.22
$46.97
$65.94
$69.38
$68.43
$71.68
█ Average Gift █ Revenue per Member █ Gifts per Member
© 2020 The Avalon Consulting Group, Inc. All Rights Reserved.

FY 2019, Qtr 3 (data through 9/30/2019)
FY16 FY17 FY18 FY19
0
2,000
4,000
6,000
8,000
1,368
915
1,630
1,464
400
602
410
487
5,392
5,283
5,438
6,135
1,218
1,493
1,419
1,332
Members (through Q3)
FY16 FY17 FY18 FY19
$0
$200,000
$400,000
$600,000
$51,856
$33,659
$56,452
$43,975
$20,863
$26,292
$27,470
$17,508
$439,492
$412,051
$458,083
$489,845
$88,348
$95,499
$75,257
$69,668
Revenue (through Q3)
██ New Joins ██ First-Year Members ██ Multi-Year Members ██ Reinstates
First-Years Multi-Years Reinstates
FY16 FY17 FY18 FY19 FY16 FY17 FY18 FY19 FY16 FY17 FY18 FY19
$0
$20
$40
$60
$80
$36
$67
$44
$52
$80 $84
$78 $82
$52 $53
$64
$73
Revenue per Member (through Q3)
FY16 FY17 FY18 FY19
$0
$10
$20
$30
Average First Gift
0
500
1000
1500
New Joins
1,464
1,630
1,368
915
$31
$34
$29
$35
New Joins (through Q3) 5+ Year Members (through Q3)
FY16 FY17 FY18 FY19
$0
$20
$40
$60
$80
Revenue per 5+ Member
0K
1K
2K
3K
4K
5+ Year Members
4,224
3,799
3,481
3,227
$92
$89
$93
$87
© 2020 The Avalon Consulting Group, Inc. All Rights Reserved.

FY 2019, Qtr 3 (data through 9/30/2019)
Retention (through Q3)
FY16 FY17 FY18 FY19
0.0%
20.0%
40.0%
60.0%
80.0%
Retention
58.0%
51.9%
56.2% 58.6%
Overall
FY16 FY17 FY18 FY19
61.3% 57.8% 60.4% 62.0%
Multi-Year
FY16 FY17 FY18 FY19
34.2%
22.1%
34.8% 34.0%
First-Year
* Reference bands are expected ranges
* Shaded bars indicate full year values for pacing
FY16 FY17 FY18 FY19
0%
20%
40%
60%
80%
100%
Five Plus Retention
68.4% 67.1% 68.0% 70.7%
5+ Year Member Retention (through Q3)
FY16 FY17 FY18 FY19
0%
10%
20%
24.2%
11.7%
1.6%
Second Gift Rates (through Q3)
▅ 3 Mo 2nd Gift Rate ▅ 6 Mo 2nd Gift Rate ▅ 9 Mo 2nd Gift Rate
© 2020 The Avalon Consulting Group, Inc. All Rights Reserved.

FY 2019, Qtr 3 (data through 9/30/2019)
Dashboard Definitions
Fiscal Year Start Date End Date
FY16 1/1/2016 9/30/2016
FY17 1/1/2017 9/30/2017
FY18 1/1/2018 9/30/2018
FY19 1/1/2019 9/30/2019
A.
A.
A.
A.
Date Ranges for Year to Date
Revenue
Gross revenue year to date
Total Cost
Actual expense year to date
Net Revenue
Gross revenue subtracting total cost year to date
Members (or Donors)
Individual Members (or Donors) giving at least one gift in the year to date period. Members (or Donors) may
start at $0.01 or a higher level depending on the organization.
Gifts
Actual individual gifts received year to date. This differs from Members (or Donors) as a single
member/donor could give more than one gift.
Average Gift
Revenue divided by number of gifts.
Gifts per Member (or Donor)
Gifts divided by number of Members (or Donors)
Revenue Per Member (or Donor)
Overall gross revenue divided by number of Members (or Donors)
Multi-Year Members (or Donors)/Revenue/Avg Gift
Multi-year Members (or Donors) gave a gift in the current year to date period, AND in the previous fiscal
year, AND at some point in the years before that (ie, the gift in the previous fiscal year was not their first gift
on file).
First-Year Members (or Donors)/Revenue/Avg Gift
First-year Members (or Donors) gave a gift in the current year to date period, and their first gift in the
previous fiscal year.
New Joins/Revenue/Avg Gift
New joins gave their first gift ever within the year to date period.
Reinstates/Revenue/Avg Gift
Reinstates gave a gift in the current year to date period, not in the previous
fiscal year, but at some point in time before that.
Reactivated Member (or Donor)/Reactivation Rate
Percent of donors who gave in year 3 or 2 prior, but not in year 1 prior, and
also gave in the current year to date window.
Overall Members (or Donors)/Revenue Retention
Percentage of Members (or Donors) from the previous fiscal year who then
gave in the current year to date period. For this and all of the below – revenue
retention refers to revenue given from that same group in the previous fiscal
year, and how much that same group gave in the current year to date period.
Members (or Donors)/Revenue Retention with Reinstate
Percentage of Members (or Donors) from the previous fiscal year who then
gave in the current year to date period, with the addition of reinstated
Members (or Donors) in the current 12 year to date period.
Multi-Year Member (Donor)/Revenue Retention
Percentage of multi-year Members (or Donors) from the previous fiscal year
who then gave in the current year to date period.
First-Year Members (Donors)/Revenue Retention
Percentage of new joins from the previous fiscal year who then gave a gift in
the current year to date period.
3, 6, 9, or 12 Mo 2nd Gift Givers
The number of new joins in that year to date period who gave a second gift in
by the end of Q1 (3 mo), Q2 (6 mo), Q3 (9 mo), or Q4 (12 mo).
3, 6, 9, or 12 Mo 2nd Gift Rate
The number of new joins in that year to date period who gave a second gift in
3, 6, 9, or 12 months or less divided by the number of new joins.
Mos to 3, 6, 9, or 12 Mo 2nd Gift
The average number of months 3, 6, 9, or 12 month 2nd gift givers take to
give their second gift.
© 2020 The Avalon Consulting Group, Inc. All Rights Reserved.

ClientGrpName
Sample Client
FY Selection
19
CpgCode Name
CEE19SMP - 11/26/2018 --eAppeal
Sample Client
FY19 Appeal Campaign #EE
e-Appeal
262 Days of Returns
Campaign Start Date: November 26, 2018
---------------------------------------------------------------------------------------
Report generated: August 20, 2019
Includes revenue through: August 15, 2019
---------------------------------------------------------------------------------------
Date of first Gift: November 26, 2018
Date of last Gift: May 1, 2019
CAMPAIGN SNAPSHOT
Budget or Actual Final Qty Sent Open % Opens Click % Clicks Web Gifts
Avg Web
Gift
Web
Revenue
Resp Rate Fulfil Rate Gifts
Avg Fulfil
Gift
Fulfilled
Revenue
Cost
Net
Revenue
% Delvd # Delvd Bounce % Bounces Unsubs Unsub %
CAMPAIGN TOTAL
CAMPAIGN BUDGET
BUDGET VAR.
REPROJECTION
REPROJECTION VAR.
0.10%
1,987
117,951
5.88%
1,886,595
94.12%
$515,971
$32,138
$548,109
$87.78
6,244
98.15%
0.3310%
$558,439
$90.97
6,139
10,450
0.55%
208,146
11.03%
2,004,546
0.10%
0.00%
1,987
0
117,951
0
5.88%
0.00%
531,195
1,355,400
(5.88%)
100.00%
($93,531)
$609,503
$24,438
$7,700
($69,093)
$617,203
$4.71
$83.07
(1,186)
7,430
(1.85%)
100.00%
(0.2172%)
0.5482%
($58,763)
$617,203
$7.90
$83.07
(1,291)
7,430
10,450
0
0.55%
0.00%
208,146
0
11.03%
0.00%
649,146
1,355,400
0
1,886,595
($4,246)
$520,217
($1)
$32,139
($4,246)
$552,355
($0.60)
$88.38
(6)
6,250
(0.0003%)
0.3313%
>>> SUMMARY BY PACKAGE
Email 1a: members
Email 1b: members
Email 1c: members
Email 1d: members
Email 2: members
Email 3: members
Email 4 resend: members
Email 4: members
Email 5: members
Email 6 resend: members
Email 6: members
Email 7a: members
Email 7b: members
Email 8a: members
Email 8b: members
Email 8c:all
Facebook paid ads
Google SEM/Adwords
Google SEM/Adwords - #GT
Home page hero (last week of Dec)
Social Media posts - #GT
Social Media posts - YE
Overlay "triple" 2x match 12/31
Overlay #GivingTuesday
Overlay reg 1x match
eNewlsetter
PDF mail-in (member)
Post-donate URL share
Unbudgeted message
Web default #GT
Web default December
Website donate action (last week of Dec)
White Mail
>>> SUMMARY BY AUDIENCE
Email Recipients
104
0%
5,231
5%
101,428
95%
$13,538
$550
$14,088
$75.74
186
99.47%
0.1834%
$14,163
$75.34
188
383
0.38%
12,289
12%
106,659
81
0%
7,288
6%
112,875
94%
$17,787
$550
$18,337
$66.68
275
99.67%
0.2436%
$18,397
$66.66
276
465
0.41%
10,290
9%
120,163
91
0%
9,745
8%
116,348
92%
$22,352
$550
$22,902
$71.35
321
97.82%
0.2759%
$23,412
$71.82
326
523
0.45%
10,538
9%
126,093
1
0%
157
7%
2,007
93%
$1,900
$550
$2,450
$61.25
40
100.00%
1.9930%
$2,450
$61.25
40
50
2.49%
506
25%
2,164
74
0%
5,280
4%
116,367
96%
$31,544
$550
$32,094
$173.48
185
1158.63%
0.1590%
$2,770
$72.89
38
192
0.16%
10,638
9%
121,647
67
0%
3,360
5%
67,729
95%
$2,415
$550
$2,965
$54.91
54
96.74%
0.0797%
$3,065
$55.73
55
159
0.23%
7,639
11%
71,089
54
0%
5,494
6%
88,677
94%
$0
$0
0.0000%
$0
0
77
0.09%
4,748
5%
94,171
100
0%
5,670
5%
114,266
95%
$9,243
$550
$9,793
$70.96
138
100.00%
0.1208%
$9,793
$70.96
138
258
0.23%
12,591
11%
119,936
164
0%
4,902
4%
115,967
96%
$11,255
$550
$11,805
$73.78
160
100.00%
0.1380%
$11,805
$73.78
160
336
0.29%
13,749
12%
120,869
81
0%
8,372
11%
64,680
89%
$0
$0
0.0000%
$0
0
112
0.17%
6,715
10%
73,052
123
0%
8,695
7%
111,320
93%
$14,476
$550
$15,026
$70.88
212
100.00%
0.1904%
$15,026
$70.88
212
460
0.41%
12,346
11%
120,015
170
0%
7,092
6%
103,623
94%
$9,680
$550
$10,230
$73.60
139
100.00%
0.1341%
$10,230
$73.60
139
300
0.29%
12,088
12%
110,715
161
0%
2,690
3%
95,598
97%
$11,963
$550
$12,513
$61.34
204
100.00%
0.2134%
$12,513
$61.34
204
366
0.38%
13,590
14%
98,288
168
0%
9,047
6%
142,368
94%
$20,222
$550
$20,772
$68.10
305
103.23%
0.2142%
$20,122
$66.63
302
490
0.34%
11,159
8%
151,415
173
0%
4,965
5%
92,939
95%
$15,279
$550
$15,829
$61.35
258
100.00%
0.2776%
$15,829
$61.35
258
436
0.47%
11,911
13%
97,904
19
0%
1,547
14%
9,641
86%
$10,873
$550
$11,423
$83.38
137
100.00%
1.4210%
$11,423
$83.38
137
769
7.98%
2,394
25%
11,188
0
0
0
$39,799
$24,439
$64,238
$92.16
697
91.92%
$69,888
$96.80
722
0
0
0
0
0
0
$6,505
$0
$6,505
$118.27
55
91.17%
$7,135
$123.02
58
0
0
0
0
0
0
$400
$0
$400
$100.00
4
100.00%
$400
$100.00
4
0
0
0
0
0
0
$19,717
$0
$19,717
$93.45
211
99.50%
$19,817
$93.48
212
0
0
0
0
0
0
$1,310
$0
$1,310
$72.78
18
100.00%
$1,310
$72.78
18
0
0
0
0
0
0
$525
$0
$525
$43.75
12
100.00%
$525
$43.75
12
0
0
0
0
0
0
$52,968
$0
$52,968
$92.12
575
96.20%
$55,063
$93.33
590
0
0
0
0
0
0
$23,499
$0
$23,499
$100.85
233
95.92%
$24,499
$104.70
234
0
0
0
0
0
0
$161,041
$0
$161,041
$97.72
1,648
80.62%
$199,761
$116.28
1,718
0
0
0
0
0
0
$1,125
$0
$1,125
$125.00
9
100.00%
$1,125
$125.00
9
0
0
0
0
0
0
$505
$0
$505
$50.50
10
$0
0
0
0
0
0
0
0
$465
$0
$465
$66.43
7
100.00%
$465
$66.43
7
0
0
0
356
0%
28,416
6%
430,762
94%
$4,879
$0
$4,879
$131.86
37
78.34%
0.0086%
$6,228
$113.24
55
5,074
1.18%
54,955
13%
459,178
0
0
0
$1,840
$0
$1,840
$51.11
36
150.20%
$1,225
$45.37
27
0
0
0
0
0
0
$8,615
$0
$8,615
$113.36
76
$0
0
0
0
0
0
0
0
$0
$0
$0
0
0
0
0
0
0
0
$250
$0
$250
$125.00
2
$0
0
0
0
0
1,987
0%
117,951
6%
1,886,595
94%
$515,971
$32,138
$548,109
$87.78
6,244
98.15%
0.3310%
$558,439
$90.97
6,139
10,450
0.55%
208,146
11%
2,004,546

Program
APPEAL
FY
Multiple values
Media
All
FY
Campaign
Code
Package:
Subject Lin..
Min. Start
Date
Final Cost? Qty Sent Open% Opens Click% Clicks Web Gifts
Avg Web
Gift
Web
Revenue
Resp Rate Fulfil% Gifts Avg Gift Total Rev Cpn Cost Net Rev %Dlvrd #Dlvd %Bncd Bounces %Unsub Unsubs
19 CEA19SMP Email 1 10/08/2018 cost final
Email 2 10/13/2018 cost final
Total
CEB19SMP Email #1 11/01/2018 cost final
Email #2 11/13/2018 cost final
Total
CEC19SMP Email #1 11/27/2018 cost final
Total
CED19SMP Email #1 11/27/2018 cost final
Total
CEE19SMP Email #1 01/30/2019 cost final
Total
CEF19SMP Email #1 03/01/2019 cost final
Email #2 03/07/2019 cost final
Email #3 03/13/2019 cost final
Email #4 03/21/2019 cost final
Email #5 03/28/2019 cost final
Email #6 03/31/2019 cost final
14
0.05%
678
2.62%
25,186
97.38%
$1,965
$900
$2,865
$63.67
45
101.96%
0.1787%
$2,810
$70.25
40
215
0.85%
5,405
21.46%
25,864
11
0.04%
669
2.61%
25,000
97.39%
$553
$900
$1,453
$51.89
28
115.96%
0.1120%
$1,253
$50.12
25
108
0.43%
5,096
20.38%
25,669
25
0.05%
1,347
2.61%
50,186
97.39%
$2,518
$1,800
$4,318
$59.15
73
106.28%
0.1455%
$4,063
$62.51
65
323
0.64%
10,501
20.92%
51,533
7
0.03%
751
2.94%
24,815
97.06%
$1,692
$833
$2,525
$66.45
38
215.81%
0.1531%
$1,170
$73.13
16
55
0.22%
3,584
14.44%
25,566
9
0.04%
1,106
4.30%
24,595
95.70%
$53
$833
$886
$49.22
18
145.01%
0.0732%
$611
$47.00
13
72
0.29%
3,500
14.23%
25,701
16
0.03%
1,857
3.62%
49,410
96.38%
$1,744
$1,667
$3,411
$60.91
56
191.52%
0.1133%
$1,781
$61.41
29
127
0.26%
7,084
14.34%
51,267
147
0.07%
13,311
6.62%
187,893
93.38%
$32,776
$2,250
$35,026
$109.46
320
105.97%
0.1703%
$33,052
$115.97
285
545
0.29%
27,106
14.43%
201,204
147
0.07%
13,311
6.62%
187,893
93.38%
$32,776
$2,250
$35,026
$109.46
320
105.97%
0.1703%
$33,052
$115.97
285
545
0.29%
27,106
14.43%
201,204
0
0.00%
0
0.00%
0
0.00%
$22,663
$600
$23,263
$114.60
203
91.40%
0.0000%
$25,453
$123.56
206
0
0.00%
0
0.00%
0
0
0.00%
0
0.00%
0
0.00%
$22,663
$600
$23,263
$114.60
203
91.40%
0.0000%
$25,453
$123.56
206
0
0.00%
0
0.00%
0
143
0.07%
5,312
2.75%
187,767
97.25%
$3,261
$1,750
$5,011
$63.43
79
103.62%
0.0421%
$4,836
$76.76
63
1,652
0.88%
22,374
11.92%
193,079
143
0.07%
5,312
2.75%
187,767
97.25%
$3,261
$1,750
$5,011
$63.43
79
103.62%
0.0421%
$4,836
$76.76
63
1,652
0.88%
22,374
11.92%
193,079
24
0.09%
337
1.33%
24,991
98.67%
$6,663
$432
$7,095
$94.60
75
138.71%
0.3001%
$5,115
$100.29
51
109
0.44%
5,359
21.44%
25,328
28
0.11%
372
1.49%
24,635
98.51%
$2,113
$432
$2,545
$68.78
37
59.46%
0.1502%
$4,280
$76.43
56
102
0.41%
5,390
21.88%
25,007
16
0.06%
375
1.52%
24,351
98.48%
$4,223
$432
$4,655
$89.52
52
121.38%
0.2135%
$3,835
$87.16
44
109
0.45%
5,837
23.97%
24,726
32
0.13%
1,330
5.51%
22,828
94.49%
$6,033
$432
$6,465
$93.70
69
149.31%
0.3023%
$4,330
$74.66
58
118
0.52%
4,632
20.29%
24,158
21
0.08%
1,082
4.35%
24,246
97.58%
$4,803
$432
$5,235
$93.48
56
79.80%
0.2310%
$6,560
$119.27
55
115
0.47%
4,841
19.97%
24,847
26
0.11%
287
1.17%
24,314
98.83%
$6,226
$432
$6,658
$69.35
96
104.97%
0.3948%
$6,343
$70.48
90
170
0.70%
4,382
18.02%
24,601
SAMPLE CLIENT
E-Marketing Activity Summary - by Campaign
Includes revenue through: August 20, 2019
Report generated: August 20, 2019

Program
APPEAL
FY
0K 20K 40K 60K 80K 100K 120K
Total Rev
0K 2K 4K 6K 8K 10K 12K 14K
Cpn Cost
19
18
SAMPLE CLIENT
E-Marketing Visual Summary
Includes revenue through: August 20, 2019
Report generated: August 20, 2019
Program
APPEAL
FY
0.00% 500.00% 1000.00%
% of Budget
0K 20K 40K 60K 80K 100K 120K
Total Rev
0K 2K 4K 6K 8K 10K 12K 14K
Cpn Cost
19
18
CEA18SMP
CEA19SMP
CEB18SMP
CEB19SMP
CEC18SMP
CEC19SMP
CED18SMP
CED19SMP
CEE18SMP
CEE19SMP
CEF18SMP
CEF19SMP
CEG18SMP
CEG19SMP
CEH18SMP
CEH19SMP
CEI18SMP
CEL19SMP

$0 $1,000,000 $2,000,000 $3,000,000
20
19
$2,591,353
$2,230,889
YTD Digital Revenue by Channel
13.46%
% Change YOY
$2,883,261
Digital Revenue
23%
of $12,501,717
All Revenue
SAMPLE
CLIENT
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
0K
100K
200K
Active EM File Rolling 12 mo
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
0K
1K
2K
New Subscribers/Unsubscribe Rolling 12 mo
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
0.00%
2.00%
4.00%
6.00%
Click Through % Rolling 12 mo
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
0.00%
1.00%
2.00%
Response Rate Rolling 12 mo
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
0.00%
10.00%
20.00%
30.00%
Open % Rolling 12 mo
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
$0.00
$2.00
$4.00
$/Email Delivered Rolling 12 mo
YOY Comparison with Rev Var
$0 $500,000 $1,000,000
eACQ 20
19
eAPP 20
19
eRNL 20
19
eRNST 20
19
eSUS 20
19
eCULT 20
19
eMID 20
19
WEB 19
eWH.. 20
19
$341,941
$48,213
$297,042
($101,037)
$44,972
$7,696
$13,650
$16,685
($140)
$14,860
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
19 20 19 20 19 20 19 20 19 20 19 20 19 20 19 20 19 20 19 20 19 20
$0K
$200K
$400K
$600K
$800K
YOY Revenue by Channel by Month
Data Through August 12, 2020
EM Web
eACQ eAPP eRNL
New Subscribers Unsubscribes

Sample Reports
Avalon InquireTM
Major Findings Analysis (select views)
Prepared by:
Avalon Consulting Group
March 2022

1
© 2021 The Avalon Consulting
Group. All Rights Reserved.
[Organization]
Avalon InquireTM

4
© 2021 The Avalon Consulting
Group. All Rights Reserved Income by Join Year and Fiscal Year
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
$5,000,000
$5,500,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
2017
2016
2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
Revenue has generally been on an upward trajectory since the start of the program,
and has recovered from a slight decline last year.
• Revenue has increased by 4.6% from last year ($219,293).
• As is typical, new joins gave the most revenue in 2017 ($488,454 | 9.7% of total)

5
© 2021 The Avalon Consulting
Group. All Rights Reserved Donors by Join Year and Fiscal Year (0 – 12 Months)
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
2017
2016
2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
Donors have declined from 2016.
• The increase in total revenue despite the decline in donors indicates that new joins and returning donors are
giving more money more frequently. This is apparent for returning donors on the ‘Giving Metrics by Fiscal Year’
slide: Average gift, revenue per donor, and gifts per donor have all increased from their values last year.

12
© 2021 The Avalon Consulting
Group. All Rights Reserved 0-12 Month First-Year and Multi-Year Donors (at start of year)
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Multi-Year First-Year
The beginning of 2018 shows a decline in both first-year and multi-year donors. As a
part of the total file, first-year donors have been declining since 2010.
• Acquisition efforts have not been enough to grow the file and offset natural decline.

13
© 2021 The Avalon Consulting
Group. All Rights Reserved Donor and Income Distribution by HPC Range
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014 2015 2016 2017 2018
< $20 $20 - $34 $35 - $49 $50 - $99 $100 - $249 $250 - $499 $500 - $999 $1,000 - $4,999 $5,000 +
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014 2015 2016 2017
Donors Income
Donors are giving at higher levels, continuing the general trend for the past several
years.
• 82% of income is coming from donors giving at least $100, the highest proportion for this group on record.

14
© 2021 The Avalon Consulting
Group. All Rights Reserved First Gift Distribution of $1,000+ Multi-Gift Donors (Direct Mail Joins)
13.6%
5.8%
21.8%
47.3%
11.5%
< $30 $30 - $49 $50 - $99 $100 - $999 $1,000 +
41.2% of $1,000+ multi-gift direct-mail joins joined with a gift below $100. This is an
increase from last year, and is a good sign for the pipeline.
• Looking at direct mail joins in isolation shows a picture more typical of industry standards – 40% - 60% of
$1,000+ multi-gift donors join with a gift below $100.
• The large universe of larger organic/white mail gifts skews the overall picture.

15
© 2021 The Avalon Consulting
Group. All Rights Reserved $1,000+ Pipeline Metrics
The donor to major donor pipeline was strong in 2017, with $1.87 million coming
from joins with a first gift below $1,000.
• Joins with a first gift below $1,000 make up 19% of all major donor revenue, a slight increase from last year
and a good sign for the pipeline.
$8,085,506 |81%
$1,674,481 |17%
$200,259 |2%
Major Donor Revenue with Join Gift of at least $1,000
Major Donor Revenue with Join Gift under $1,000
Bequests with Join Gift under $1,000

16
© 2021 The Avalon Consulting
Group. All Rights Reserved Cumulative Donor Value Subsequent to Initial Gift by First Gift Range and Year on File – New Joins
$0 $100 $200 $300 $400 $500 $600
< $10
$10 - $14
$15 - $19
$20 - $24
$25 - $29
$30 - $34
$35 - $49
$50 - $99
$100 - $999
Year 5
A donor’s first gift is a strong indicator of long-term value, and joins with larger first
gifts tend to have higher year over year value.
• There are significant increases in value from:
• < $10 group to $10 - $14
• $30 - $34 group to $35 - $49
• $35 - $49 group to $50 - $99
• $50 - $99 group to $100 - $999

21
© 2021 The Avalon Consulting
Group. All Rights Reserved
$0
$100
$200
$300
$400
$500
$600
Year 1 Year 2 Year 3 Year 4 Year 5
2011 2012 2013 2014 2015 2016
Web
Yr 5 Average: $353.51
2017 New Joins: 851
$0
$100
$200
$300
$400
$500
$600
Year 1 Year 2 Year 3 Year 4 Year 5
White Mail
Yr 5 Average: $442.10
2017 New Joins: 462
$0
$100
$200
$300
$400
$500
$600
Year 1 Year 2 Year 3 Year 4 Year 5
Other
Yr 5 Average: $243.73
2017 New Joins: 44
Cumulative Donor Value Subsequent to Initial Gift by Join Year (All Gift Ranges)
More fluctuation is seen for web, white mail, and other joins.
• For web joins, 2012 shows higher value than
other years.
• White mail value for 2012 and 2014 joins is very
strong, and is trending up.
• Other value fluctuates.
• Low counts for these categories are a significant
factor in fluctuations.

22
© 2021 The Avalon Consulting
Group. All Rights Reserved 0-12 Month Retention
60.4%
66.8%
35.2%
77.5%
20.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Overall Multi-Year First-Year Overall w/ Reinstates % First-Year Members
Retention is generally stable and strong, with overall retention with reinstates
increasing almost 4 points from last year.
• The percentage of first-year donors has been trending downward over the past several
fiscal years, as has first-year retention but to a lesser extent. This is a long-term trend.
• First-year, multi-year, and overall retention are all near the top of their standard industry
ranges.
Industry Ranges
MY: 50-70%
FY: 20-40%
Overall: 45-65%

30
© 2021The Avalon Consulting Group.
All Rights Reserved Upgrade & Downgrade
-18.5%
-12.3%
-7.5%
-6.1%
-6.6%
7.9%
7.4%
15.3%
24.4%
$5,000 +
$1,000 - $4,999
$500 - $999
$250 - $499
$100 - $249
$50 - $99
$35 - $49
$20 - $34
< $20
2014
-28.8%
-17.3%
-8.2%
-10.5%
-7.3%
5.9%
8.0%
16.2%
24.2%
$5,000 +
$1,000 - $4,999
$500 - $999
$250 - $499
$100 - $249
$50 - $99
$35 - $49
$20 - $34
< $20
2015
-22.2%
-18.7%
-16.1%
-18.7%
-9.1%
4.5%
3.4%
14.4%
30.8%
$5,000 +
$1,000 - $4,999
$500 - $999
$250 - $499
$100 - $249
$50 - $99
$35 - $49
$20 - $34
< $20
2016
-18.6%
-16.7%
-13.1%
-7.6%
-5.9%
5.6%
8.7%
13.7%
27.0%
$5,000 +
$1,000 - $4,999
$500 - $999
$250 - $499
$100 - $249
$50 - $99
$35 - $49
$20 - $34
< $20
2017
Upgrading remains strong for lower ranges, while downgrading at higher ranges has
decreased, meaning high-dollar donors continue to give high-dollar gifts.

31
© 2021The Avalon Consulting Group.
All Rights Reserved
Join year
Acquisition
House file
Multi-channel giving
Other Analyses
Avalon InquireTM Table of Contents

32
© 2021The Avalon Consulting Group.
All Rights Reserved Income by Channel
Revenue increased in 2017, with direct mail as the dominant giving channel.
• Over the years, direct mail contributes less and less to total revenue while digital channels generally increase.
• Coding changes from direct mail to newsletter in 2013 shows an increase in newsletter revenue and
corresponding reduction in direct mail revenue.
• White mail fluctuates fairly consistently.
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Direct Mail Email Newsletter Other Sustainer Telemarketing Web White Mail

40
© 2021The Avalon Consulting Group.
All Rights Reserved Subsequent Income by Channel for Web Joins
Web joins give through a variety of channels, but the majority of their giving is
through web sources.
• This also displays the rise in email as a potential revenue source for web joins over the past few years.
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
$800,000
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Multi-Year Web Joins New Web Joins Direct Mail Email Newsletter Other Sustainer White Mail Unknown

41
© 2021 The Avalon Consulting
Group. All Rights Reserved Subsequent Income by Channel for White Mail Joins
White mail joins give mostly through white mail.
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Multi-Year White Mail Joins New White Mail Joins Direct Mail Email Newsletter Other Sustainer Web Unknown

43
© 2021 The Avalon Consulting
Group. All Rights Reserved Acquisition ROI - 2013
2013 acquisition campaigns broke even in 2014, and have returned 135% of
investment through 2017.
• Total return through 2017 is $541,468.
• Largest year of return from donors acquired in 2013 was in 2015 (year 2).
• Cpg Year = Campaign Year

48
© 2021 The Avalon Consulting
Group. All Rights Reserved Donor Concentration by ZIP
There are donors throughout most of the country, with heavy concentrations in
larger metropolitan areas, as is typically seen.

49
© 2021 The Avalon Consulting
Group. All Rights Reserved Age Analysis
As is typical, donor age is heavily concentrated at 50+.
• 68 is the most represented age group at 6.1% of total (average giving range is 68-72).
• 34.1% of the file is below the age of 60.
0%
1%
2%
3%
4%
5%
6%
7%
Donors

50
© 2021 The Avalon Consulting
Group. All Rights Reserved
Key Findings
2017 revenue increased by 4.6% from 2016, which experienced a decline following the prior year’s spike.
Overall, however, revenue has been on an upward trajectory for the past 5 years.
The decline in new joins has been offset by an increase in reinstated donors.
New direct mail joins, however, are giving at higher levels than previous years, with increases in ranges
over $50 – a great sign for the file’s long-term value.
Donors in general are giving at higher levels: 82% of income is coming from donors giving at least $100, the
highest proportion on record. In addition, 27.7% of $1,000 + multi-gift donors joined with a gift below
$100. This metric has been increasing over the past few fiscal years, which is a great sign as this group is
important in the pipeline to high-dollar giving.
The majority of white mail income originates from direct mail joins (40%).
Retention is generally stable and strong, with overall retention with reinstates increasing almost 4 points
from last year.